WEBVTT
00:01:55.130 --> 00:01:57.049
First of all, welcome to the podcast.
00:01:57.530 --> 00:01:57.850
Thank you.
00:01:57.850 --> 00:01:59.130
Thanks for having me, Peter.
00:02:00.090 --> 00:02:05.450
So first of all, what was the motivation for your organization having the survey?
00:02:05.450 --> 00:02:10.729
And after that, let's look and examine the eye-opening results that came back.
00:02:10.729 --> 00:02:14.250
So first of all, let's talk about why you decided to have this.
00:02:14.650 --> 00:02:15.049
Sure.
00:02:15.049 --> 00:02:19.609
I think there's a lot of pressure on agencies these days.
00:02:19.609 --> 00:02:27.210
We've seen across the board marketing budgets get cut, which clearly affects agency partners many times.
00:02:27.210 --> 00:02:38.090
So we want to really better understand what are the pain points of our clients and how can we be better?
00:02:38.090 --> 00:02:47.289
You know, we pride ourselves on voluntary having personal relationships, good relationships with our clients and asking for feedback.
00:02:47.289 --> 00:02:55.929
But sometimes because you do have a good relationship, they may be not as open about areas where we can improve.
00:02:55.929 --> 00:03:09.609
And so we wanted to see as a whole, as an industry, what's happening with budgets, what's happening with AI, how are companies choosing an agency to work with?
00:03:09.609 --> 00:03:12.009
What's the most important things to them?
00:03:12.009 --> 00:03:14.409
And then what can we do about that?
00:03:14.409 --> 00:03:22.810
You know, so it's one thing to have the data and to understand what the problems are, but then how can we think through how to improve?
00:03:22.810 --> 00:03:29.689
And um so I do want to say we didn't survey our clients because some of these, I think you said they're eye-opening.
00:03:29.689 --> 00:03:39.449
Some of these results are eye-opening, but I think it's good for us to hold our own feet to the fire and get the truth and then figure out how we can be better partners.
00:03:39.769 --> 00:03:45.289
So with that understanding, now let's take a look at the uh the actual survey results.
00:03:45.289 --> 00:03:54.409
Why don't you let's say start at the beginning and uh let us know what it is you asked them and and what response that you get back from those questions?
00:03:54.969 --> 00:03:55.849
Sure, sure.
00:03:55.849 --> 00:03:58.009
So I'll do kind of high level.
00:03:58.009 --> 00:04:08.810
We asked five questions, and and one of the main things I was interested in seeing, you know, we're all always out there trying to get new business, is when you're looking to hire an agency, what are you looking for?
00:04:08.810 --> 00:04:11.530
What's the most important thing to you?
00:04:11.530 --> 00:04:23.209
And this probably won't surprise any of your listeners, but 40% of the marketing leaders said they prioritize agencies with a proven track record and measurable results.
00:04:23.209 --> 00:04:36.329
So we can talk about ROI in um more detail later, but this really is something that's important, especially for PR professionals, because ROI is a tell as old as time, right?
00:04:36.329 --> 00:04:38.009
It's something that we're always trying to prove.
00:04:38.009 --> 00:04:40.730
So results were important, 40, 40%.
00:04:40.730 --> 00:04:51.129
And then on the flip side of that, what they found most frustrating, we asked, you know, what do you find most frustrating with your agencies?
00:04:51.129 --> 00:04:55.769
And 49% said high cost and unclear ROI.
00:04:55.769 --> 00:05:07.289
So this isn't painting the best picture because you have something that is very important to your clients, and then they're saying that they're not actually seeing agencies deliver on that.
00:05:07.289 --> 00:05:11.930
Then we asked about AI because um that's something that everyone's talking about now.
00:05:11.930 --> 00:05:15.689
I think, especially for the PR industry, is especially important.
00:05:15.689 --> 00:05:25.930
And um, more than one-third of marketing leaders said they were not competent in agency partners effectively or responsibly using AI.
00:05:25.930 --> 00:05:29.209
So we have some thoughts around that that we can get into a little bit more detail.
00:05:29.209 --> 00:05:34.170
And then we also asked, like, what's the future of your partnership with agencies?
00:05:34.170 --> 00:05:35.849
Are you bringing work in-house?
00:05:35.849 --> 00:05:37.370
Are you expanding?
00:05:37.370 --> 00:05:41.209
Are you looking for an integrate agency, a boutique agency?
00:05:41.209 --> 00:05:51.449
And that almost 45% of respondents said they expect to bring work in-house, and 31% plan to consolidate their agency rosters.
00:05:51.449 --> 00:05:56.569
So I think that's where we're seeing a lot of those budget um cuts.
00:05:56.569 --> 00:06:00.329
Then the final thing we asked them was around budgets.
00:06:00.329 --> 00:06:05.289
So in the coming few years, are you planning on increasing your budgets for agencies?
00:06:05.289 --> 00:06:08.649
Are they going to stay the same or are you gonna cut them?
00:06:08.649 --> 00:06:15.209
And the majority of leaders said they expect agency budgets to remain the same or decrease.
00:06:15.209 --> 00:06:26.490
So, you know, these findings probably don't sound super surprising, but it can feel a little bit daunting because they're not incredibly positive.
00:06:26.490 --> 00:06:32.969
But, you know, there there are definitely things that we can do and and steps that we can take to build a more successful relationship.
00:06:32.969 --> 00:06:39.209
And I think especially in PR, we are accustomed to change.
00:06:39.209 --> 00:06:41.529
You know, some people may say we thrive on it.
00:06:41.529 --> 00:06:52.329
So I really want to be careful about how we view these, not in such a negative light, but as just the relationships in the agency world with our marketing leaders, they're just evolving like everything else.
00:06:52.329 --> 00:06:59.449
And it's our job to stay on top of that and listen to what our clients are saying and then make sure we have solutions.
00:06:59.769 --> 00:07:08.649
Well, why don't we let's say take a look at um thing that that's very important is that the quality is most important to identified agency.
00:07:08.649 --> 00:07:16.889
I mean, you've got a list of uh what they look for uh and let's start at the top and go down to the bottom and from and take it from there.
00:07:17.289 --> 00:07:18.170
Sure, sure.
00:07:18.170 --> 00:07:24.170
So I you know, I think the main thing that stuck out to me with this was ROI.
00:07:24.170 --> 00:07:40.009
And, you know, as a PR professional over the past 20 years, there's a lot more pressure to have results and then be able to clearly communicate the value you're bringing to your client.
00:07:40.009 --> 00:07:51.370
And we see from the results that's something that as an industry they're saying we're not doing a great job with, and that's very concerning because that's our livelihood is showing what we deliver.
00:07:51.370 --> 00:07:57.849
And we know what PR can do, but I think sometimes we have a hard time communicating that.
00:07:57.849 --> 00:08:02.649
So I'll start from the beginning of thoughts on what I think we can do around ROI.
00:08:02.649 --> 00:08:13.930
And I know there's a lot of talk in the industry, probably a lot of your listeners may agree with the statement that impressions and AVA, AVE are outdated.
00:08:13.930 --> 00:08:17.370
I tend to agree somewhat with that.
00:08:17.370 --> 00:08:31.610
I think there's also a perception that some of these numbers are inflated, but I actually think that they undervalue our work if we're using just ABE and impressions as the value that we're bringing to the table.
00:08:31.610 --> 00:08:35.769
So, for example, at Dalton, we have a lot of B2B clients.
00:08:35.769 --> 00:08:47.529
So a a placement in a trade publication, it's not going to have huge reach numbers, but you are reaching a highly targeted and a highly engaged audience.
00:08:47.529 --> 00:08:59.050
And then just as important as that value that we bring in PR that a lot of our sister disciplines don't exactly bring, is that immediate authority.
00:08:59.050 --> 00:09:05.770
So, you know, if you're a featured by respected industry journalist, it's essentially a third-party endorsement.
00:09:05.770 --> 00:09:11.290
And, you know, that's an incredible value that the numbers don't tell that full story, right?
00:09:11.290 --> 00:09:36.810
So, you know, it pains me to say this a little bit, but I don't think that clients are ready for us to abandon those traditional metrics because the reality is that, you know, most of us are working with a a marketing team lead and then they have to report up to a CEO or a CFO or a COO, someone who wants to see numbers, someone who's taking our dashboard and our numbers and putting it into a bigger dashboard, right?
00:09:36.810 --> 00:09:45.210
If we can't provide numbers, PR is at risk of getting left out of the conversation altogether.
00:09:45.210 --> 00:09:49.290
And let's be honest, someone else could take part of our budget, right?
00:09:49.290 --> 00:09:54.810
So I think the the solution is two twofold.
00:09:54.810 --> 00:10:06.730
We do need to track the um traditional data, but we need to go beyond reach and AVE with additional data that can kind of tell that broader story.
00:10:06.730 --> 00:10:07.850
So we have to do that.
00:10:07.850 --> 00:10:10.970
We have to play within the box that we've that we've been given.
00:10:10.970 --> 00:10:17.050
But I also think we need to educate our clients on the long-term value of PR.
00:10:17.050 --> 00:10:20.570
And if I could add a third, I know I said two.
00:10:20.570 --> 00:10:27.530
I would say let's harness this moment of resurgence that PR is having because of what AI is bringing to the table.
00:10:27.530 --> 00:10:38.250
So so for instance, we're tracking additional pieces of data, you know, we'll show things like website traffic that's spyed because it's tied to coverage, you know, things like that.
00:10:38.250 --> 00:10:46.090
Time spent on a page, social sharing, share voice, message pull-through, the quality of the of the placement.
00:10:46.090 --> 00:10:47.930
We tier out our placements.
00:10:47.930 --> 00:10:50.490
Um, did you get in your target publication?
00:10:50.490 --> 00:10:53.770
Is it a tier one, tier two, tier three?
00:10:53.770 --> 00:10:57.370
Did you just have one quote or was an entire interview?
00:10:57.370 --> 00:11:02.250
You know, just pieces of data that can create a fuller picture.
00:11:02.250 --> 00:11:10.250
And then you have to balance that with the education that needs to happen early in the relationship with a client.
00:11:10.250 --> 00:11:13.530
You know, you don't want to just say what you need to say to get the business.
00:11:13.530 --> 00:11:17.610
You need to be transparent about how you're gonna show your your value.
00:11:17.610 --> 00:11:24.330
And I think we need to say that we are a long-term reputation play.
00:11:24.330 --> 00:11:30.570
And that piece of value that we bring to the to the brand is important.
00:11:30.570 --> 00:11:48.009
And I think sometimes we think when we talk about long-term value, it may sound like an excuse because a lot of people don't think that way, but it's important, and I think we need to say it with our chest, you know, like the value that we bring long-term to your reputation is important.
00:11:48.009 --> 00:11:54.970
So I think that's part of the education, and then you have to have the part of the education that goes beyond the placement.
00:11:54.970 --> 00:11:57.530
So great, we got an awesome media hit.
00:11:57.530 --> 00:12:09.450
We were showing you the numbers, we're showing you the value of it, we're talking about its long-term impact to your reputation, but it doesn't need to live just in that one incredible hit that we got.
00:12:09.450 --> 00:12:12.890
It needs to go on owned channels, it needs to go on social channels.
00:12:12.890 --> 00:12:14.970
Sometimes we forget about the sales team.
00:12:14.970 --> 00:12:20.410
The sales team loves credible third-party validation that they can share.
00:12:20.410 --> 00:12:33.129
Um, so we just need to make sure it doesn't live and and die with that one incredible hit and that we're showing our value and um amplifying it across all of our all of our channels.
00:12:33.450 --> 00:12:42.570
You know, let me just pick up on that because uh I'm looking here and you know, measurable results I think is important because I just said people like to say numbers.
00:12:42.570 --> 00:12:46.410
Uh but some things are difficult to actually quantify.
00:12:46.410 --> 00:13:05.770
Uh, you know, if uh let's say you got a spot uh on um maybe just on the radio, for instance, uh how many people heard that how much difficult one measures one thing, how many people listening to that something like that, uh how many people responded to what they saw on your uh online.
00:13:05.770 --> 00:13:09.290
So those kinds of things.
00:13:09.290 --> 00:13:14.730
So uh measuring differences all things aren't measured the same way.
00:13:14.730 --> 00:13:22.250
Whatever particular uh instrument you're using to get the information out, how are you measuring the results from that?
00:13:22.250 --> 00:13:24.009
And is that what they're looking for?
00:13:24.009 --> 00:13:28.009
Those kinds of things I think have to be individualized, I would think.
00:13:28.570 --> 00:13:45.930
I totally agree, and that's a very good point, Peter, is that um, and I think that's that education up front when you're talking to your clients, what what's important to them, you know, as much as we can, of course, we want to tie what we're doing in PR to their to their business goals, but what does success look like to them?
00:13:45.930 --> 00:13:48.730
What's important to the client?
00:13:48.730 --> 00:13:55.770
And then how do we tailor the numbers and the data that we're giving them to make sure that it makes sense for their business model, right?
00:13:55.770 --> 00:13:58.170
And there's a lot that we can do.
00:13:58.170 --> 00:14:04.170
It it can't be cookie cutter, it has to be a collaboration and a conversation with your client.
00:14:04.170 --> 00:14:09.690
And the word transparent is overused all the time, but it has to be transparent.
00:14:09.690 --> 00:14:16.330
You have to say what these numbers are really telling you and also what they're not telling you, and then fill in the bigger story.
00:14:16.330 --> 00:14:26.170
You know, I I have anecdotally clients all the time if we got a big media hit, especially once they shared or we shared across their social channels.
00:14:26.170 --> 00:14:32.570
Oh, I got um four meeting requests from someone once they saw the incredible work that we're doing.
00:14:32.570 --> 00:14:38.970
You know, we're careful not to call PR a legion machine, right?
00:14:38.970 --> 00:14:40.410
I wouldn't be careful with that.
00:14:40.410 --> 00:14:47.610
But we do see that the calls or the meetings that happen afterwards or getting a new client.
00:14:47.610 --> 00:14:59.770
So I think we just have to be very collaborative in the way that we talk to our clients about it and they have to give us feedback on what they're hearing on their end, because unless they're telling us we're not gonna know that they're getting that phone call or that LinkedIn request.
00:15:00.170 --> 00:15:01.370
I certainly agree with you.
00:15:01.370 --> 00:15:08.250
Now, the other thing that came up was uh about the frustration that uh professionals face with uh agencies.
00:15:08.250 --> 00:15:09.850
What are some of the issues there?
00:15:09.850 --> 00:15:15.450
Because one of the things that one of the top ones is the high cost uh and unclear return on investment.
00:15:15.450 --> 00:15:16.730
How do you address that?
00:15:17.050 --> 00:15:22.650
I get yeah, I think it's along the same kind of lines is that you have to be very clear up front.
00:15:22.650 --> 00:15:30.570
So this is this is what it's gonna cost, this is how much time it's gonna take us, and the this is the value that we're gonna see.
00:15:30.570 --> 00:15:33.050
And that has to come at the beginning.
00:15:33.050 --> 00:15:37.850
It can't come halfway through your relationship with your client.
00:15:37.850 --> 00:15:43.290
It can't come at a time when maybe they're not seeing the results that they want to see.
00:15:43.290 --> 00:15:57.210
You have to be very, very clear up front, and then you have to understand that what you set out in the beginning, especially if you're in a new relationship with a client, um, you could have had the best strategy possible.
00:15:57.210 --> 00:16:00.490
Everyone could be aligned and it might still not work.
00:16:00.490 --> 00:16:04.890
And it could be something that you're doing internally that you need to address.
00:16:04.890 --> 00:16:08.410
It could be something you need to address with your client.
00:16:08.410 --> 00:16:15.210
Perhaps they're not giving you the information that you need, or it could be something that's going on within their industry, right?
00:16:15.210 --> 00:16:29.850
So I have a lot of healthcare clients, and the way that I'm doing PR for a lot of my healthcare clients this year is totally different than last year because the industry has changed and the sentiment has changed.
00:16:29.850 --> 00:16:47.450
So you have to be able to, yes, of course you want a big strategy, you want a plan and you want to agree on it, but you have to be able to pivot if you're seeing that something's not working, and you have to be honest about it, and you have to figure out the best plan to move forward.
00:16:47.450 --> 00:16:56.570
So, you know, you don't want to dig your heels in just because you had a good strategy that everyone agrees with and not understand that things change.
00:16:56.570 --> 00:17:09.450
And that's part of the value that we bring in PR is that deep understanding of the industry and what's going on and how those macro influences directly affect the client.
00:17:09.450 --> 00:17:11.930
So you have to be able to be quick on your feet.
00:17:12.250 --> 00:17:21.849
Well, you know, I certainly agree with that uh, you know, people when you talk about a return on investment, what are the expectations of the client for for whatever the project is?
00:17:21.849 --> 00:17:40.250
And what are the considering the different tactics that they're using to achieve those goals, that uh something needs to be uh clear so that they can wrap their hands around it and they too can begin to understand what the measurements will be uh from your activities uh to to the results they're expecting.
00:17:40.569 --> 00:17:41.210
Absolutely.
00:17:41.210 --> 00:17:50.970
And sometimes this pains me to say, pending on what their business goals are, PR may not be the right thing for them in that specific moment.
00:17:50.970 --> 00:18:02.330
And you also have to be able to be honest and and say that, you know, we're an integrated agency, so it's a little easier for me.
00:18:02.330 --> 00:18:07.450
You know, we were a PR-only agency, that would be a very, very tough conversation to have.
00:18:07.450 --> 00:18:12.970
But I think it's important to look at their business as a whole and what they're trying to achieve.
00:18:12.970 --> 00:18:21.930
And if PR is not going to move the needle in the way that they're expecting, then you might need to pivot to to um another discipline.
00:18:23.049 --> 00:18:33.529
Well, the other thing that comes up too is now now how do you see agency relationships changing now over the next uh several years based on the information that you've gotten from the survey?
00:18:33.930 --> 00:18:42.650
Well, that was the the piece that was a little um concerning in as far as I think what do we have?
00:18:42.650 --> 00:18:46.090
45% are planning to bring more work in-house.
00:18:46.090 --> 00:18:49.930
30% said they're consolidating to fewer agencies.
00:18:49.930 --> 00:19:02.650
And then we asked about um project-based work versus retainer work, and 23% said they were planning on moving to more project-based work.
00:19:02.650 --> 00:19:08.090
So to me, this is more of a budget picture.
00:19:08.090 --> 00:19:14.569
And the next thing we asked them was actually about budget, which they said was either staying the same or they were decreasing.
00:19:14.569 --> 00:19:22.650
So I don't think it's necessarily um overall dissatisfaction with the work that agencies are doing.
00:19:22.650 --> 00:19:25.130
I think that it's a I think it's a budget.
00:19:25.130 --> 00:19:26.650
I think it's a budget question.
00:19:26.650 --> 00:19:30.650
But, you know, again, we have to work within the framework we've been given.
00:19:30.650 --> 00:19:40.250
And if we're gonna have smaller budgets, and then if you put that together with the first thing we talked about with ROI, now we're really feeling the pressure, right?
00:19:40.250 --> 00:19:44.330
So we got to do more with less, and that's just what we have to do.
00:19:44.330 --> 00:19:56.569
But I think what clients are looking for, because you know they are having to scale back either internally or with their partners, is that they need an actual partner.
00:19:56.569 --> 00:20:02.490
Because what we did find in the survey is that as an industry, we're doing the basics very well.
00:20:02.490 --> 00:20:10.890
We're being responsive, we're having good creative, innovative ideas, things that were important to um clients.
00:20:10.890 --> 00:20:12.890
We're doing some of the basics well.
00:20:12.890 --> 00:20:17.370
But I think what they really need is a thought partner, right?
00:20:17.370 --> 00:20:25.690
Because the marketing teams internally are getting cut and they don't have as many people to lean on and they have to show our value.
00:20:25.690 --> 00:20:35.690
So, you know, we can't be order takers, we have to be true thought partners that bring value to them, and we need to be collaborative.
00:20:35.690 --> 00:20:41.690
Um, because if they start seeing us as a vendor and they're cutting their vendors, then we're gonna get cut.
00:20:41.690 --> 00:20:45.289
And that's not where anyone wants to be.
00:20:45.289 --> 00:20:47.850
So we have to be that strategic thinker.
00:20:47.850 --> 00:21:05.370
We have to bring fresh new ideas that maybe because they're so close to it, they can't zoom out and see how to position something or a creative way to get a new media placement and then how to get that media placement new live.
00:21:05.370 --> 00:21:10.090
So we can't be order figures, we gotta be strategic, strategic partners.
00:21:10.490 --> 00:21:42.890
Well, pardon me, uh what I also hear is that the more computer use, uh computer information, uh other things like that, uh different programs that you can engage in to help uh collect information or or determine what how people are thinking, what are they looking for, those kinds of things, outreach programs that that people have uh to to partner with them, that they can see that you're using modern technology in a wide range uh wide variety of ways to help them achieve whatever goals that they have uh set for you.
00:21:43.289 --> 00:21:44.250
Right, right, right.
00:21:44.250 --> 00:21:50.330
And and I think that kind of takes us to what we also asked about, which was AI usage.
00:21:50.330 --> 00:22:03.370
And um we found that in our survey they're not particularly thrilled with how agencies are using it or their understanding of it.
00:22:03.370 --> 00:22:14.090
And it and I took that as just a little bit of of caution, not necessarily that companies are against agencies using tools.
00:22:14.090 --> 00:22:28.009
Because to your point, there's a lot of things that we can do to get more data to pull our people out of an admin mindset and put them more as that strategic thought leader partner to make us more efficient.
00:22:28.009 --> 00:22:39.130
We have more time to be creative and think through things and I I don't think that that even though the results seem a little bit negative, I don't think that companies are against it.
00:22:39.130 --> 00:22:47.210
I think that we just have to show that there's a human involved and that we're still coming up with ideas.
00:22:47.210 --> 00:22:48.730
We're still being strategic.
00:22:48.730 --> 00:22:59.529
But I think especially for PR, you know, we're seeing that a lot of LLMs are pulling through earned coverage or non-paid.
00:22:59.529 --> 00:23:04.170
90% I believe of it, I believe is non-paid and non-paid.
00:23:04.170 --> 00:23:07.529
And um the majority of that is earned.
00:23:07.529 --> 00:23:21.289
So, you know, people are Googling things, yeah, but they're also going to Chat GPT, and we're seeing the fruits of our label, of our labor, because they are prioritizing credible news sources.
00:23:21.289 --> 00:23:40.170
So it's just another way to show our value and to be able to say that, yeah, so X publication typically gets pulled through these LLM searches, and we know that we have those publications that we can find, and you were in said publication.
00:23:40.170 --> 00:23:46.650
So not only are you getting found on Google, you're getting found the way that a lot of people are now searching.
00:23:46.650 --> 00:24:09.769
So, you know, you just have to balance that with the fact that there's obviously you don't want to use AI to write your if I see another AI written social post or PR pitch, I'm sure journalists are very tired of seeing AI written, uh actually of seeing the data, they are very tired of it.
00:24:09.769 --> 00:24:13.130
Um just looks the same.
00:24:13.130 --> 00:24:19.130
So we gotta figure out how to harness it without losing, you know, our craft and and who we are.
00:24:19.130 --> 00:24:21.529
And people are are they're hip to it.
00:24:21.529 --> 00:24:23.210
They know when you're using AI.
00:24:23.210 --> 00:24:33.210
So we actually have a VP of of AI at our agency, and he's making sure that we stay on top of things.
00:24:33.210 --> 00:24:46.410
He's also programming some proprietary pieces for us, but then he's also making sure that we have guidelines and guardrails and that we're very open with our clients for how we're using AI.
00:24:46.410 --> 00:24:47.769
They shouldn't have to be guessing.
00:24:47.769 --> 00:24:49.529
That's when they get suspicious, right?
00:24:49.529 --> 00:24:57.610
Like we have to be completely transparent with what we're doing, and then we also have to make sure we're following their guidelines.
00:24:57.610 --> 00:25:01.690
I have some clients that in our contract says we can't use AI at all.
00:25:01.690 --> 00:25:08.330
So everyone needs to be aware of if they don't, if an agency doesn't have their own guidelines, they certainly need to get them.
00:25:08.330 --> 00:25:14.330
And then we have to be aware of what our clients expect from us, and then we just have to tell them.
00:25:14.330 --> 00:25:16.250
We just have to tell them what we're doing.
00:25:16.250 --> 00:25:19.049
I think that sometimes we overcomplicate some of this.
00:25:19.529 --> 00:25:20.650
Well, let me just say this.
00:25:20.650 --> 00:25:29.130
I certainly use AI for writing some things for me, but what I do is once I get it, I read it and I said, does this sound like me?
00:25:29.130 --> 00:25:33.769
And then I don't make the changes that I think that I would make or how I would say things.
00:25:33.769 --> 00:25:40.170
What it does is just speeds up the process for me, but I don't accept the whatever's given to me and move forward.
00:25:40.170 --> 00:25:53.690
I want to read it to make sure I feel comfortable that uh the the folks can not that they want to determine that it is AR, and not that they don't look at the content and am I saying what uh what I mean to say uh through this particular vehicle.
00:25:54.009 --> 00:25:54.569
Right, right.
00:25:54.569 --> 00:26:03.130
I and and I think too when people are lying too relying too heavily on it, uh I mean we all use it.
00:26:03.130 --> 00:26:05.289
I think it's a great a great tool.
00:26:05.289 --> 00:26:07.930
But then you get this sea of sameness.
00:26:07.930 --> 00:26:11.049
You know, everyone's language sounds the same.
00:26:11.049 --> 00:26:19.610
And you know, we're writing bylines, even pieces of own content, things like that for um CEOs.
00:26:19.610 --> 00:26:24.009
And I don't want someone that I'm representing to sound like everybody else.
00:26:24.009 --> 00:26:32.970
You know, that's not that's that takes away from the brand recognition and building their executive profile.
00:26:32.970 --> 00:26:40.970
So, you know, there's definitely a danger of leaning too much into it because then no one's differentiated, which is the whole point of what we're of of what we're doing.
00:26:41.289 --> 00:26:42.809
Well, I certainly agree with you.
00:26:42.809 --> 00:26:58.569
And um uh, you know, I I just was excited when you brought this um survey to me because I don't recall having seen something like this before, and I certainly know we hadn't had it on the program, so I was very, very pleased that um you know we were able to get together on that.
00:26:58.569 --> 00:26:59.930
And I'm just wondering.
00:26:59.930 --> 00:27:01.930
Oh, absolutely.
00:27:01.930 --> 00:27:04.090
Hey, that that's what we're here for.
00:27:04.090 --> 00:27:10.809
We're here to give information to our listeners that perhaps they hadn't heard before, uh, or that they can actually use in their daily work.
00:27:10.809 --> 00:27:13.690
And I think something like this is going to be very, very valuable.
00:27:13.690 --> 00:27:19.769
But let me ask you now, do you have any closing remarks that you'd like to make that uh you think our listeners need to know about?
00:27:20.170 --> 00:27:26.970
I think that it just goes back to the fact of evolving and being comfortable with change.
00:27:26.970 --> 00:27:41.450
So, you know, I I feel like one thing, one major thing that an agency can bring to a company, to a client, is that we're on the cutting edge of what's going on.
00:27:41.450 --> 00:27:43.130
That's part of our job.
00:27:43.130 --> 00:27:53.850
That may not, you know, our clients may not have time to be completely up on everything and what's changing in the industry or even what's changing in their industry, but that's why they have us as a partner.
00:27:53.850 --> 00:28:01.610
And so when we see some of these results that may seem like they're a little bit negative, I don't think that's the case.
00:28:01.610 --> 00:28:19.690
It's just that these relationships are evolving, the world is changing, this is what happens, and we just have to stay on top of it and we have to make sure that we're bringing value in a way that's important to our clients, not how we see value, um, not what we think ROI is, but what's important to them.
00:28:19.690 --> 00:28:23.690
And that means we have to have an actual relationship with our clients.
00:28:23.690 --> 00:28:31.930
We have to be collaborative, we have to talk to them, we have to understand what they want, and then we need to provide that.
00:28:31.930 --> 00:28:33.210
You we need to bring counsel.
00:28:33.210 --> 00:28:42.410
Sometimes what they want is not what's best for their company, and we have to provide that counsel, but it starts with having a relationship where you can have these honest conversations.
00:28:42.410 --> 00:28:46.009
And if you don't have that, you're just gonna be a vendor.
00:28:46.009 --> 00:28:50.650
And when we're talking about these budget cuts and they want to cut a vendor, you're gonna get cut.
00:28:50.650 --> 00:29:02.410
You know, so I think some of this, as much as we say things are evolving and changing, some of it is old school PR and um making sure that you're listening to your clients and you have those, you have those relationships.
00:29:02.730 --> 00:29:07.529
Well, Jessica, let me say thank you so very, very much for uh bringing this uh survey to us.
00:29:07.529 --> 00:29:09.049
We certainly appreciate it.
00:29:09.049 --> 00:29:11.529
And let me say my guest today was Jessica Howard.
00:29:11.529 --> 00:29:16.650
She is the senior vice president of integrated communications with the Dalton Agency in Nashville Tennessee.
00:29:16.650 --> 00:29:22.009
I hope that you have gotten a bit of information that can benefit from uh,
