Countering internal PR ‘turf battles’: Sachs

By Maha Obeid in Marcoms News on

International author and speaker MaryLee Sachs believes organisations need to have a clear reporting structure for PR.

Sachs, who will be a presenter at the PRIA Directions national conference in October 2011, told Influencing her experience of siloed organisations where PR has traditionally reported up through the CEO, COO, Legal or HR presents a challenge for the industry.

“Marketers are seeing the importance of reputation to brand, and are trying to make a land grab in many cases. I'm not advocating for any one correct structure. So much depends on the variables such as the specific organisation's challenges, objectives and priorities; type of business and category landscape; and geographic reach. Historical silos, culture, personalities and budgets also play factors, or can be hindrances in affecting change in organizations,” Sachs explained.

Sachs, a former Worldwide Director of Consumer Marketing at Hill & Knowlton, has more than 25 years of integrated marketing experience in the US and internationally.

In July, her book ‘The Changing MO of the CMO, How the Convergence of Brand and Reputation is Affecting Marketers’ was launched, drawing on the experiences of Chief Marketing Officers (CMOs) from 10 global organisations.

Her research will form part of the agenda at her Masterclass at PRIA Directions on 23 October. She believes the PR industry needs to find the best way of working together with the CMO and marketing team to achieve the optimum results against common business objectives.

“Part of that will require PR agencies and practitioners to understand a new language – that of the marketer, and to find some common ground between the traditional practice of marketing and that of public relations. Much of the success of working together also will depend on how open and flexible both sides are,” Sachs said.

The Masterclass will include practical tips about achieving success in global marketing, looking at the effect of convergence of brand and reputation on senior marketers as they consider how they go to market. 

“Specifically, I'll be talking about how to work more closely with your marketing counterparts to maximise the opportunities presented by a greater contribution of PR to the marketing mix,” Sachs said.

Sachs, who was a juror for the PR Category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, believes Australia is making its mark at the PR Lions.

“I think that the fact that Australia has won two of the first three PR Grand Prix Awards suggests that Australia is a highly creative market. Generally across all of the PR awards, Australia together with the US, UK and Sweden seemed to perform best, although Latin American countries are beginning to provide stiffer competition.”

Sachs believes the PR industry is in a good position to handle the global economic uncertainty.

We might be somewhat better off than other marketing disciplines but I fear we still don't do enough in terms of demonstrating real business ROI to most of our colleagues or clients,” Sachs concluded.

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Pawlak leaves VMLY&R

By Jonas Lopez in Marcoms News on

Bart Pawlak has called time on his service as VMLY&R’s executive creative director.

The executive stated in a LinkedIn post that he has exited the company to go into business as an independent consultant, under his own label called Bart Pawlak Creative.

The move also signalled the end of Pawlak’s association with the WPP organisation. He joined the former George Patterson Y&R as senior copywriter in late 2005, steadily rising up the ladder as creative group head and creative director. He was promoted to executive creative director after the agency rebranded to Y&R, and stayed at the post as Y&R merged with VML last year.

Contact Pawlak on LinkedIn for new opportunities.

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Sophie Robert is in as the new senior sponsorship manager. She recently stepped down from consumer campaign work at Optus.

From within Mango’s ranks, Ben Handberg is confirmed as the new head of consumer, in charge of creative and strategic campaigns. He has been with the agency since joining as group account director in late 2016.

Former senior account director Angela “Ange” McCann is back in the fold, this time as group business director. She previously spent four months with the agency in 2011 before taking a managerial job at IKEA Australia and later went freelance.

“Ange and I have worked together previously, and I’m thrilled she’s joined Mango. She is an exceptional operator with a huge amount of experience in leading highly effective, complex pieces of business and it’s wonderful to have someone of her calibre join the agency,&rdquo

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PR agency History Will Be Kind has won a new service contract with cash rebate portal Shop Back.

The new deal now calls for the agency to run a brand awareness campaign to increase Shop Back’s local market reach.

The platform was introduced to the Australian market last year.

Shop Back Australia country manager Angus Muffett said the company was happy to be partnering with History Will Be Kind.

“We’re thrilled to be partnering with HWBK and working together towards the ultimate goal of making shopping via Shop Back a daily habit for Australians. The agency has the expertise, creativity and tenacity to help elevate the brand as the leading loyalty platform in Australia,” he said.

History Will Be Kind founder Emma-Jane Granleese said she was looking forward to working alongside the fast-growing, online marketplace.

“The team has an undeniable passion for technology and innovation, alongside online shopping. Shop Back brings all of this together, in on

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Ogilvy Melbourne is working alongside Cadbury Australia in a new campaign against racism, called Symbol for All.

The logo (pictured) was designed to be representative of all people regardless of cultural and religious backgrounds. Organisations campaigning for diversity such as The Australian Multicultural Foundation and Inclusive Australia aided in the logo design.

Cadbury explained the campaign was borne out of negative digital press on the company going back years. It originally scheduled for launch on 21 March as part of the observance for the United Nations’ International Day for the Elimination of Racial Discrimination, but the Christchurch incident forced Ogilvy and Cadbury Australia to delay the move.

“We wanted to show what Cadbury truly stands for by creating a universal symbol of unity. By responding to all the negative commentary with a positive solution, we can shine a light on inclusivity and encourage others to do the same,” said Ogilvy Melbourne cre

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“My passion for playing Rugby and love of the ocean, surfing and travelling have all collided moving to such a magical country,” said Coombes.
As a result of the new role, Coombes has relocated to Samoa, though she is still working on marketing, brand and communication consulting for the likes of WTEC, Gilmour Space technologies and Praesidium Global.
“I’ve been refocusing my career towards international relations activities, while also volunteering with not-for-profit organisations to give back to the community, so when the role of Marketing Communications Advisor in Samoa was presented, I couldn’t refuse the challenge of supporting a bank in the South Pacific.”
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PR/influencer agency Theory Crew has landed three new clients in the food and beverage industry.

For the food segment, Theory Crew is taking on brand awareness for Tilda and Patak’s as they prepare for the 2019 winter season. A member of the Hain Celestial Group, Tilda offers a line of grain-based products, most prominently basmati rice. Patak’s is known for its Indian curry pastes and sauces.

Theory Crew will also run the promotions for Universal Village‘s Eloments Tea, which is being introduced to the Australian market after passing certification by Australian Organic Products. Eloments is touted as the world’s first multivitamin tea product with 100 per cent all-natural ingredients.

The agency is seeking the services of noted lifestyle content makers to shore up awareness of the products.

“This year is shaping up to be a highly successful year for us, demonstrating that smaller agencies can work successfully with big brands across the globe,”

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The new deal calls for Weber Shandwick to design and execute a social media strategy for all the brands under the GSK Consumer Healthcare lineup. These include pain-treatment medicine Panadol, Sensodyne toothpaste, and denture adhesive Polident.

“We’re delighted at the opportunity to partner with GSK in Australia, across such a highly regarded product portfolio,” said Ian Rumsby, chairman, Weber Shandwick Australia.

“As an agency, our ability to deliver smart, creative and integrated solutions in the healthcare space has been a key tenet of our talent investment strategy and it’s particularly exciting to be able to deliver on that promise.”

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