A heavy hitting panel met recently at FTI’s offices for a review of the latest PR techniques in the modern digital landscape and whether in-house professionals or external consultants are best placed to implement effective communications.
The general consensus was that both in-house and agency had their merits in terms of journalist reach, and all of the panel were using agencies for specific projects when required. Knight Frank has recently appointed FTI to ensure more ‘boots on the ground’ while Nabarro uses a panel of agencies which are all specialists in their individual fields.
Everyone agreed though that it was quality rather than quantity in press coverage which was key. Crisis strategy was touched on as this was felt to be more critical with the recent rise of social media. Also thought leadership, creating content and digital marketing were all felt to be growth areas for 2017.
The panel consisted of Alice Mitchell, Head of Communications at Knight Frank, Alex Bellinger, Head of Communications at Nabarro, Sarah Worth, PR Manager at Make Architects and Giles Barrie, MD Strategic Communications at FTI Consulting.
It was a really useful Profile discussion with lots of fresh ideas and debate and thanks once again to FTI for hosting.