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Campaign Asia: The Comm Problem in the Comms Industry

September 12, 2019

SOURCE: https://www.campaignasia.com/article/the-communication-problem-in-the-communications-industry/454186

The communication problem in the communications industry

In-house comms heads open up about how PR agencies should communicate more effectively with them.

Surekha Ragavan, Campaign Asia, 12 September 2019

Handling multiple time-sensitive accounts at once is a tricky feat for PR agencies, and can often lead to communication breakdowns. But do in-house teams feel that they’re at the brunt of this problem?

At a recent panel by PRCA Southeast Asia in Singapore, three brand heads and one agency head sat down to debate common communication problems around the client-agency relationship, and how to go about fixing them.

You’re speaking my language

To optimise client-agency relationships, semantics are everything, according to Jeremy Seow, Singapore CEO of WE Communications.

“We all speak English but we don’t speak the same operating language. I think it’s really important when the words ‘marketing’ and ‘content’ means different things in an agency world and on the client side,” he said. 

“A successful relationship is when they’re both on the same page about say, what content really does, or what is defined as top or bottom of the funnel. The faster you get there, it’s a starting point for the consultants on the agency side to really start thinking broader than just the press release that they create. It really pushes the team.”

 

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