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How PR Agencies in Sydney Are Revolutionising Brand Communication
The role of PR in brand communication can be some of the most authentic experiences that a customer will have with a brand. It can be the fun, the quirky, the delightful and often the ‘news’ of the brand. On the flipside, a PR crisis can harm a brand’s reputation immensely. You only need to look at some of Sydney’s greatest footy teams to understand the damage a PR crisis can do on an elite brand.
For the sake of this article we are going to focus on:
- Why Sydney agencies of all kinds are turning to PR instead of traditional ads
- How PR can represent the greatest value for money in brand communication
- How PR stunts can be used to get mass attention on social media
- The rise of the influencer in brand communication
1. Why Sydney agencies of all kinds are turning to PR instead of traditional ads
Ad agencies used to dominate marketing particularly in the major cities. And to a certain extent, they still do. Now, they no longer call themselves “advertising” agencies but “creatives” to encompass that they ‘do more’. And that more often involves PR. Some advertising agencies have employed great PR people and been able to make it work, however others have had great ideas that have no PR potential. We often have clients, particularly large Sydney businesses, who have been sold into PR by their ad agency and been disappointed with their results. This is because PR needs its own approach, distinctly oriented around sensational story telling.
So why have these ad agencies been so drawn in by PR? Which was once just a ‘nice to have’.
Firstly, it’s all about trust. Unlike traditional advertising, which is ‘pay for space’, PR activities such as media placements, influencer endorsements, and thought leadership articles are often seen as more credible because they come from third-party sources. Audiences are increasingly skeptical of traditional advertising and are more likely to seek out authentic, informative content from trusted sources. In a nutshell, consumers tend to trust editorial content and recommendations more than paid advertisements.
Secondly, it helps brands stand out from the crowd. A news story or clever PR activation can stop you in your tracks, it can make you giggle or it can make you reflect much more than a 30 second ad cluttered in a world of 30 second ads. We’ve reached saturation point and most people have turned their brain off ads. The only way to get them is fully integrated into their timeline or media consumption.
2. PR is cheaper than traditional advertising – and clients love that!
PR can often be more cost-effective than traditional advertising, especially when it comes to reaching large audiences. While advertising typically requires significant financial investment for media placements or ad space, PR efforts such as securing media coverage or engaging with influencers can generate substantial exposure at a fraction of the cost. This cost-effectiveness is particularly attractive for smaller businesses or startups with limited marketing budgets.
The reason why PR is so much cheaper is that there is little, if any, “pay for space” in media outlets. Stories are pitched to journalists and run editorial increasing their impact and readership.
When there is payment involved, such as influencer fees, this is often substantially cheaper than traditional advertising rates. Usually, influencers have a very low cost of operation and content creation meaning their margins can be bigger, often reaching larger and more engaged audiences.
3. How can PR stunts gain mass attention on social media
PR stunts are strategic, attention-grabbing activities designed to generate buzz, spark conversations, and garner mass attention, particularly on social media platforms.
Generally the things that ‘go viral’ are PR stunts in a small or large fashion. If they’re not there’s usually a plethora of brands following suit with their own take on the stunt to piggy back on all the attention in timelines.
A current example of this in 2024 is the “I’m looking for a man in finance” song that a Tik Toker made that went viral. This song has been copied, twisted and jumped on by cunning startups and major brands to great success to get more organic traction.
4. The rise of the influencer in brand communication
The rise of influencers has fundamentally transformed brand communication in recent years. Influencers, with their ability to connect directly with niche audiences through social media platforms, have become powerful intermediaries between brands and consumers.
They bring a personal touch to marketing campaigns, leveraging their credibility and rapport to endorse products or services in a way that resonates deeply with their followers.
This shift has seen brands increasingly prioritise partnerships with influencers who align with their values and target demographics, aiming to harness the influencers’ influence to drive engagement, brand loyalty, and ultimately, sales.
While there are many agency types trying their hand at working with influencers, it’s PR that was the first to grab and now dominates the space. A good PR agency with have relationships with a stable of reputable influencers both micro and mainstream that they work with on a regular basis. This gives the client access to a warm pitch and often preferred negotiating rates.
Finally, many thought that PR may die with newspapers. But, luckily for us, it continues to thrive. And in our (very biased) opinion now is the most crucial piece of the brand communication puzzle.
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