With a client portfolio including some of the biggest names in fashion, Leon Haasbroek has carved a niche for himself in the Public Relations and Media Industry over the last 10 years.
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Leon Haasbroek
What does public relations mean to you?
This was GREAT reading, and a much needed self-love piece. We could unpack on this topic so much more, as there are a number of PR misconceptions. Even more so once you have secured the account.Is it just me, or do PR professionals have an increasing difficult job, due to the fact that we are also often mistaken by client as a PA or the fact that our ROI does not directly turn around sales? We support the marketing mix, which supports sales. Our job is not to sell a product to the publics, rather to tell the consumer why our product is better than the competitor's, regardless of the platform we use to do so (Social Media, Media, Influencer campaigns etc). On another point I also feel that the traditional way of practicing PR has become a little stale and old fashioned. We use numerous platforms of promotion to get the "Word out there", not just the media route. Media houses have become increasingly difficult around brand promotion, often using the term "Advertorial Top Heavy" - This is often in response to the fact that clients rarely budget correctly for advertising spend annually, which would assist PR in looking at amplification opportunities. When this topic comes up, I always ask the question: Who is the most celebrated Fashion Designer in the media worldwide? The answer is Ralph Lauren, why? Because he spends the most on advertising, which makes the journey of PR, marketing and promotion a lot less bumpy. Then again, I suppose we need to also take into consideration, that not all PR people practice good PR, so there is that issue as well, when it comes to pitching to new clients. It feels as if the PR culture in South Africa is rarely understood for the incredible work it can do, if given the right opportunity.
Posted on 23 Aug 2019 15:12
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