I do love to hear about brands that give PR a real role in their marketing mix. So I was delighted to spot a story in today’s PR Week that suggests the automotive industry is putting PR into the spotlight. But the piece reveals that it’s PR’s “exceptional value for money” and automotive brands’ inability to justify large ad spends, which are the catalysts.

There’s no doubt that PR is one of the most agile, creative and hard-working members of the marketing mix, so it is disappointing to see that it’s only given its big break when times are hard.

Treating PR as the economic option and isolating it from other disciplines when the going gets tough, is a risky strategy. It also misses the point. PR is at its most powerful when it’s integrated – part of a true marketing mix, which allows it to play to its strengths of building reputation, amplifying the work of other specialists, streamlining and layering complex messaging and engaging with target audiences on a deeper, more meaningful level.

It’s the smart agencies and brands who recognise that this is not just where the true value of PR lies, but ultimately, the success of our campaigns.