Agencies have a funny habit of priding themselves on a connection to media.
Things like reading the papers every morning, having TVs on in the office with a news channel going.
Agencies have a funny habit of priding themselves on a connection to media.
Things like reading the papers every morning, having TVs on in the office with a news channel going.
To me, these are strong examples of a slightly embarrassing muscle memory that prevails in our industry.
Instead of reading the papers, which is yesterday’s news, why not follow the Twitter accounts and RSS feeds of the people who are sources to the journalists. Follow those who are written about (obviously also the key influencers you want to understand.)
And instead of news channels, here’s a nice office dashboard by Dynamo:
These improvements may not be perfect and they may not be easy. But I think considering them, thinking differently and trying such things out is key to PR agencies escaping the drab habits that leave them all churning out the same, outdated service.