You have to feel for today's chief marketing officer. Some industry experts peg the beleaguered CMO's average on-the-job life expectancy at anywhere between 18 and 26 months.
In other words, short enough to think a Jumbo ARM mortgage could actually still sound like a smart investment. And, it gets worse: BusinessWeek recently referred to the
CMO as a position generally thought about as "dead man walking" around top brands' corporate campuses.
Why do we care? In the context of branding, public relations has become increasingly integrated with advertising and all other marketing disciplines. The CMO role has
dramatically enhanced an organization's ability to aggregate services and focus a brand campaign more effectively. We should love these people.
As a result, there has been a lot of chatter about the rapidly evolving reality that more and more public relations heads are reporting to the CMO, or - just as likely - that
the CMO is more directly involved and acutely interested in PR activities. And, why not? Thanks to the exponential growth of new media, consumers are firmly in control of the
brand dialog. That makes brand communications more tricky than ever, and a CMO knows he'll need every arrow in the quiver to find the right target connection.
Chief executives generally extend a great deal of budget and latitude to CMOs to drive results. They've been given increasingly broad responsibilities across all communications
disciplines, and the power to appropriate it to any marketing discipline, traditional or non-traditional, which can help connect the brand with consumers and drive results.
Fast.
So, it's no wonder that PR industry professional development conferences across America are filling up fast with "Learn to Think Like a CMO" headlines. Public relations
agencies and corporate departments are trying to quickly orient towards some triangulation of traditional PR, non-traditional approaches and more measurable programs. And, speed
has become the essence of survival, which places the traditional PR bedrock of building long-term brand reputation and corporate credibility at odds with the CMO's mission.
That tension creates the perception among some PR types that what we have in the marketing world is a land grab of historic proportions. To some in our profession, it has
become the final battle ground, an epic winner take all, pitting the white-hatted PR pros against the Mad Men of advertising. Sure, PR has a traditional strength in its ability
to build relationships and dialog with consumers, a legacy built largely on the premise that PR is about third-party endorsement and earned media. Yet, the battle for consumer
relationships has moved into new media, and increasingly, it's possible for digital strategists and ad agencies to make the same claim.
The reality is this: to a CMO, it's no land grab. It's survival. They don't care where the ideas come from, just that they come. Fast. They want smart ideas that connect a
brand with consumers, influencers and stakeholders. Yes, there's a place for traditional PR. But, those ideas typically won't open a seat at the table and it certainly won't open
the lid to the largest pot of money. But, it will enhance the ability to control more marketing destiny, which is, ultimately, where PR can become more relevant in the brand-
building food chain.
If we want to connect with CMOs, we need to look differently at ourselves and our profession. This isn't about whether PR or advertising is better equipped to lead this new
marketing economy. It's about who has the best ideas to help CMOs build brands that last, at least over the next few months of their ever-shortening lifespan.
So, here are six things for the New Year's resolution section of your blog:
-
Quit thinking of yourself as a PR practitioner living in a PR cocoon. God bless Ed Bernays, but things have changed. Start thinking of yourself as the holistic brand
manager or master of your domain. And, fast.
-
Find a brand planner and cozy up. I don't mean researchers hired to give you the silver bullet idea served up as a PR solution. I'm talking about the people who analyze
consumer and influencer trends and align brands with constituent wants and needs. Nothing warms the heart of an anxious CMO like good old brand insights that lead to really smart
brand strategies. And, chances are your ideas will be pretty darn solid, too.
-
Find someone who plans and buys media and give them a hug. Whisper in their ear that you really, really need a partner to find new ways to harvest data resources and
connect with consumers. They're great people who typically can help you find money for the right ideas.
-
Hire someone from a "non-traditional" background (you know, the people who didn't go to journalism school wanting to be a reporter). Start by finding a business consultant,
promotions guru or otherwise creative thinker who shunned journalism school for the money and ask if he's ever heard of an AP Style Guide. If no, then yes...get past the
ridiculous salary requirement and hire him.
-
Go to a local coffee shop and scour the tables for a digital native or digital immigrant who knows how to bring great ideas or communications to consumers. Ask them if
they can identify Jane Pauley in a lineup. No? Then, hire...
-
Follow the money. Build your business around IDEAS, not PR solutions. Sometimes, there's a difference and by doing the best thing for the brand, you've got a better
chance of showing value in the sandbox. And, earning a nicer seat at the lunch table. PRN
CONTACT:
Joel Curran is a managing director in CKPR's Chicago office, and a member of the PRSA/Counselors Academy. He can be reached at [email protected]