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Public Relation Proactive methodology in Latin America
“Famous for 15 mins
…. Between 9am and 9:15am …”
Like all belief systems, the practice of daily proactive thinking can be initiated through the practice of specific daily rituals – including tracking the media between 9-9:15 am, identifying risks and opportunities, beating the client to the news of the day.
An agency’s ability to interpret the world for our clients, to always approach the latter with a point of view, an actionable insight, a recommendation, and an opinion on what certain developments can mean for a brand . . . every, single day – will set it apart.
- Proactivity anticipating issues, providing client ‘intelligence’ (actionable insights, as opposed to non-prescriptive ‘intelligence’)
- Integration; from traditional to digital and vice versa, on an intuitive, daily basis
- Operational excellence; repeatable actions codified to enable attention to be directed towards more strategic issues and opportunities
Our PPO process is defined by and based on two insights:
‘News’ is decreasingly defined by brands and increasingly by consumers acting individually or collectively. Today, a brand’s potential to set and own the media agenda is practically zero, its only chance of engagement is to form a part of other people’s stories (the so-called Big Circle, as described here), the agency’s role being to identify relevant conversations, assess the risk/opportunity for each and propose a strategy to engage the same on behalf of the brand.
PPO, therefore, is a daily process that underpins a deeper truth: agencies should be interpreting the World for their clients. In a media environment defined by (traditional) media consolidation and a digital environment dominated by ad blockers, a brand’s ability to identify and become a part of other people’s stories will set them apart. In effect, PR firms are becoming ‘news brokers’ ; what will set the good ones apart is their ability to anticipate, identify in real time and respond to the news of the day; just like financial brokers, before the competition.
Your agency may recognize the above. They may, even, be implementing it on an ad-hoc basis. With LatAm Intersect it’s a genuine belief system – proactivity every day is part of who we are.