PR Executives are Gladiators!

The world of Public Relations, Advertising and Communications is a tough battlefield and every executive working in the industry is doing exactly what Olivia Pope and her team of ‘gladiators’ did in the hit series ‘Scandal’ or what King Leonidas and his 300 Spartans achieved against the Persians. Every day, executives have to defend the fort (Agency) from missiles fired our way (briefs).

The word ‘brief’ is among the most used words in the marketing communications industry. What is a brief? This might sound naive but it is necessary to understand that a brief is simply a document containing information or instructions specifying the task to be executed by an agency.

I have come to realize that a brief is like a missile from client to the agency (consultant), which has to be defended by the agency by developing a communications plan through strategic session by members of the agency usually by spending hours in the war room (strategy session).

The strategy session is often comprised of series of deliberations because the agency must come up with plans that suit the client’s objectives and brand image. This session is often packed full of brain work from personnel that have deep knowledge of the missile that has been shot at the agency.

The bottom line of every strategy session is to defend the missile with the very best ideas from the agency team. The team tries everything possible to put forth ideas that will build equity for the clients brand. Because time is of the essence, strategists have devised the use of pictures and creative materials to flesh out every conceived idea such that client can picture immediately what the execution of that plan will look like.

When ideas scale through the presentation process by way of approval, it often calls for celebration on the part of the agency because the brainstorm sessions were not in vain. Perhaps, the battle cry and accompanying reply within our offices should be

Call: “Gladiators what is your profession?”

Response: “PR! PR!! PR!!!”

So the next time you hear that your agency has landed an account/client using a plan that you participated in developing, tap your imaginary gladiator armor with your imaginary sword, adjust your imaginary gladiator helmet and silently shout Ahoo Ahoo Ahoooooo!!!

Okeroghene Egbi leads the Business Development team at Mediacraft Associates Ltd while doubling as a Senior Client Service Executive in Public Relations. A passionate strategic planner and brand communication professional, she is the Founder & Chief Editor of the website www.ladybants.com

Photo Creds - Rollingout