Insights on Marketing & Technology

So you are PR Manager, so what?

Have you ever experienced that people have a hard time understanding what you actually do for a living? Well, as a PR Manager in the lifestyle industry, I experience that all the time. People often ask me, ‘’what are you actually doing besides sipping champagne and eating healthy mini wraps together with journalists, semi celebs and bloggers.’’ They don’t even wait for my answer. Like THAT – I’m labeled. But why?

 Naja Lybecker
  • By: Naja Lybecker
  • Published: 07-10-2015

Why this lack of respect?

It’s my true feeling that lifestyle PR is not looked upon as a real profession by many people. Not as respected as corporate communication and definitely not as respected as the more analytic parts of marketing. But why is that?

Could it be down to the fact that PR does not deliver hard-core facts, figures or tracking results? Because how do you measure PR? The topic has been discussed for years providing different models and analytic tools for measurement. Still though it is quite common that PR is only measured by value – that is advertising value times three. Quantity. Full stop. The higher the value, the better the PR. But can you really measure PR like that? And is this rather poor way of measuring it, maybe one of the reasons why PR doesn’t meet the same respect as other marketing disciplines.

It’s my belief that the tools for great insight on PR work actually are out there. But it takes time to deep dive into data trying to prove that PR does actually have an impact on sales and brand perception. If you succeed, you can then start to justify your existence and profession.

The value of good PR

There are different methods of analyzing the quality of your PR work. Analyzing your data into smallest detail is a good place to start. There are many facets to good PR work. Anyone claiming otherwise is wrong.  But if you ask almost any Scandinavian PR agency they will most likely say, this is the way to do it. It’s easy, it’s fast and it’s inaccurate and inadequate as hell - if you ask me.

Following that track and looking for instance at PR value from blogs, they’re based on number of followers...

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Naja Lybecker

Naja is the Nordic PR Manager at PANDORA. She graduated from Copenhagen University (Law) in 2001 but has been working with fashion and lifestyle PR and communication since 2009 - first at SAND Copenhagen and from 2011 at PANDORA. Contributing to winning the Berlingske Detailhandelspris in 2014 for best retail marketing launch of PANDORA’s ESSENCE Collection on the Danish market.

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