You may have noticed that we recently refreshed our visual identity, including updating our website and making some small tweaks to our logo. Specifically, we removed the ‘PR & Digital’ tagline and replaced it with ‘The Attention Agency’. So why the change?
To us, it seemed a natural evolution – we’re well-known enough now that we don’t need a literal descriptor in our logo. We also think dropping the ‘PR’ stops us being pigeon holed by potential clients: for some people, PR has very narrow connotations.
There’s no doubt that the scope of PR agencies has increased. When we launch campaigns, we’re always thinking: what assets can we create to make the story stronger? That might be an interactive map for ClearScore that showed the UK’s best money managers. Or a film showing people what a world without advertising would look like for Teads. Or it might be a Thunderclap campaign for OUTstanding when we were raising awareness of LGBT equality in the workplace.
That’s a far cry from the days when it was all about writing press releases for tomorrow’s papers. But that said, our core differentiator versus other disciplines is our focus on earned media. We specialise in crafting the message and story that will get picked up and delivered by third parties – whether that’s journalists or other influencers. Getting credible media interested enough to carry our stories will always be our main focus.
Dropping the ‘digital’ bit was just as important as we think it’s taken for granted now that digital is part of what we do and integrated into everything. We’re influenced by Mark Ritson’s powerful argument that digital shouldn’t be treated separately. Instead we’re focusing on the concept of ‘earning attention’ – which has less baggage – and we’re putting examples of our work front and centre on our website to let that do the talking. Despite all of this, we never have an issue with being called a PR agency – it’s not something we’re precious about.
And 100% there is still a critical role for ‘traditional’ PR – usually meaning media relations. The ‘traditional’ established media still has enormous influence. A front page of the FT, a big splash in the Daily Mail, or a story on the BBC app has a huge impact for our clients. And much of what is talked about on social media like Facebook is actually driven by mainstream media. The rise of adblocking shows how consumers are reacting against invasive or irrelevant advertising – earned media has never been more important. What’s changed is that for stories to really fly they usually need digital assets weaved into the campaign.
We hope you enjoy the new identity and site and if you’re interested in reading more about the The Changing Identity of PR, Gorkana recently published a great whitepaper on the issue, featuring Capella.