PR vs Advertising: Burying the Hatchet
June marked a milestone for the PR industry. For the first time ever, the highest accolade in the PR category at Cannes went to a creative campaign idea entirely credited to a PR agency. Meanwhile, in the Social & Influencer category, the winning campaign featured a television commercial whose role was to amplify the PR strategy – rather than the other way around.
It may seem as if we’ve reached a new frontier in the age-old turf war between creative and PR agencies, but I prefer to see it as the final line drawn under that battle – a bold and definitive one. Moving forward, we can take one key learning from this year’s PR Lions: that PR and advertising sit at the table together, as equal partners.
Equal Partners, But Not the Same
Although we sit as equals, we’re not identical; we bring different skill sets and tools to the table, and we interpret briefs through distinct lenses – which is why it’s crucial we approach those briefs together. The division of roles should be decided based on the intended outcome, instead of wrangling over who gets to “lead”. And yes, I’ll hold my hands up and admit to being guilty of that in the past. As the Managing Director of a PR agency, I’ve been known to be a little combative at times – usually due to frustration that PR isn’t always allowed the space it deserves to reach its full potential.
Timing is Everything
Why is it that PR agencies finally had their moment in Cannes? Insiders claim that juries have become better at spotting advertising cases that are solely covered with a PR veneer. Impactful campaigns integrate media relations, social media, and influencer thinking, from creative ideation to activation and measurement. That requires expertise and craftsmanship.
PR skills are gaining more recognition now – and not only at award shows, but also in the real world too. The reason? The current economic situation. Clients need partners who deliver results, not just sales pitches. Agencies have refocused on their core strengths.
So, the PR vs advertising war is over. Great news – we are finally burying the hatchet. But as for challenging each other and keeping us both on our toes? Long may that continue!
