In a kind of celestial collision of heavyweights, the different disciplines that currently operate in the digital space regularly collide with each other when it comes about the best way for brands to operate in the digital space. Many people will tell you that there is one way to get it right and it’s usually the discipline that they work in. I firmly believe that this just isn’t the case, anyone that tells you there’s only one way to do things either doesn’t have the big picture, or doesn’t want you to see the big picture.
There is a difference between the way that the disciplines operate in this space and it’s usually in the way the story is told and that’s not to say that one tells it better than the other, i.e. advertising gets better cut through, PR is more believible. I remember working closely with some advertising cousins on a combined brief and the lead creative was somewhat struggling to come to grips with the social media space and said “I’ve always been taught that if you make something so f**king beautiful, so f**king interesting, funny or whatever…not only with they watch it and enjoy it, they’ll thank for your it”. I think that’s absolutely right and it actually applies to us all when working in the digital space.
The point of difference is the way we tell our stories, but fundamentally, shouldn’t what we all be doing “something so f**king beautiful, so f**king interesting, funny or whatever…not only with they watch it and enjoy it, they’ll thank for your it”? The answer is yes and the true tick of marketing that uses all disciplines in harmony is that you end up with conversations that are: “Of” the brand, for example owned presences such as websites and so on, “about” the brand, which is where I feel truly great advertising and PR should operate, then finally “around” the brand which is where PR and WOM drive further user-generated conversation around a brand. The point is, if just one works in isolation, how can they possibly be effective?