Round table report: Building the brand – what’s next for the marketing and PR sector

We gathered experts in marketing, PR, and branding at our latest round table at the Leicester offices of Everything Branded to delve into the future of the industry.

Our initial question to the panel centred around whether they perceived the sector as oversaturated and how businesses navigate this challenge.

Rob Mobsby from Everything Branded, acknowledged the saturation within the sector but also emphasized the amount of opportunities it offers. He said that “while breaking through the noise can be challenging, establishing strong client relationships ultimately leads to success.”

Steve Hall from Purpose Media agreed with Mobsby, underlining the importance of strategic approaches and adaptability in the fiercely competitive industry. He said: “It is important for businesses to fully grasp the significance of their brand identity, emphasising that one’s personal character should align with their business persona.”

The conversation then turned to the subject of cultivating and maintaining client relationships.

Tina Clough, owner of Poppy PR, strongly believes that: “PR fundamentally revolves around nurturing relationships and effective communication.”

Natalie Moores from RizkMcCayTribe said that many clients prefer smaller PR firms due to the personalised attention they receive, setting them apart from larger agencies, particularly in areas like London.

Clough added: “Businesses should actively engage in their customers’ journeys rather than delivering isolated projects – a ‘one-off’ press release.” She also highlighted the importance of setting realistic expectations and maintaining open and transparent communication with clients.

This prompted Rose Hayes of Cartwright Communications to raise the importance of clients understanding what PR is. Hayes said: “It’s crucial for clients to have a clear understanding of the role of PR and how we can assist them, with our primary goal to assist clients in effectively conveying their message to the appropriate audience and establishing a strong brand reputation.”

Tom Walters from The Dairy Creative Agency weighed in on the relationship between companies and their clients, noting, “Clients often grapple with trust issues due to past agencies failing to deliver or keeping them in the dark about their brand direction. Building trust can be challenging, but once established, it benefits both the client and the company.”

This remark further underscored Hayes’ perspective, highlighting that having this understanding and fostering such a relationship appeared to be the key to success for everyone involved, ultimately helping clients attain their objectives.

Then, Rebecca Peel from Tank PR mentioned that her firm handles both larger clients in London and smaller clients with whom they maintain strong relationships. She appreciated the diversity of clients and the unique dynamics of each relationship, regardless of the company’s size.

As the conversation progressed, attention shifted towards the role of AI in the industry, a topic on everyone’s mind.

The duo from Everything Branded, James Kyte and Rob Mobsby, both agreed about the necessity of embracing AI and leveraging it to one’s advantage, recognizing its growing significance, which “won’t stop.”

Moores agreed that AI possesses substantial capabilities but noted its limitation in connecting on a human level, a crucial aspect in the PR industry where creativity thrives. She acknowledged AI’s power and its potential when harnessed effectively.

Lee Corden from PLMR Advent then shared his perspective, stating that “AI is valuable primarily in the research process, a tool that companies can use to their advantage.”

Finally, the discussion concluded with a reflection on everyone’s favourite PR and branding campaigns of recent times. It appeared that many had a shared appreciation for nostalgic advertisements, including the iconic Coca-Cola Christmas advert.

“Old-school adverts with a modern twist evoke cherished childhood memories,” they collectively agreed.

Panel:

Rob Mobsby, Everything Branded
Lee Corden, PLMR Advent
Tina Clough, Poppy PR
James Kyte, Everything Branded
Natalie Moores, RizkMcCayTribe
Tom Walters, The Dairy
Rebecca Peel, Tank PR
Rose Hayes, Cartwright Communications
Steve Hall, Purpose Media
Sam Metcalf, TheBusinessDesk.com