Hi, I’m Adam and I work in PR.

Along with the amazing team at Strategic Objectives (SO), Canada’s most award winning Social PR agency, I help brands, associations and NGOs leverage third party influence to increase awareness, enhance brand reputation, connect with and engage consumers, and drive sales growth.

Over the past 4 years, I’ve led dozens of original programs for some truly amazing brands – several of which have been recognized with top industry awards. Of particular note is the Great #PringlesDIPbate, a multi-channel, real-time, newsjacking program which launched Pringles Tortilla Chips in Canada and was recognized as Digital Campaign of the Year by CPRS Toronto. I’d encourage anyone reading this to check out the video below to get a taste for what the #PringlesDIPbate was all about.

Some of the brands I’ve worked with are Kellogg Canada (several brands), Christian Children’s Fund of Canada, Pfizer Canada, Second Cup, Septodont, Miracle Gro, AppColony, Sears Canada and Tree of Life.

Prior to SO, I held a series of progressive communications roles, including Manager, Communications for the Neighbourhood Pharmacy Association, Director of Communications for a small private school and Communications Officer for Liberal MPP Tony Ruprecht at Queens Park.

All of this and suffice it to say that I believe in the power of PR. Understandably, however, not everyone shares my sunny outlook for the present or future of the industry. I’ve heard it time and again, sitting in meetings with prospective clients, talking with media buyers and ad agency creative directors – skepticism about the effectiveness of PR in an increasingly social and decentralized (qua: democratized) media landscape.

It’s this tension (or disbelief) and uncertainty that this blog explores, with the goal of beginning to answer a couple of questions along with you, my respected colleagues and fellow PR pros.

Some of these questions are:

  • What is the role of PR today? Is there life after media relations and, if so, why is PR right for the job?
  • How do PR agencies fit into the marketing mix along with media buyers and ad agencies? (And, why are so many PR agencies running away from the term “public relations?)
  • Is PR a long-term viable business and profession? If not, is it possible for PR to turn the tide?
  • How must the PR sector change its approach in order to carve out a bigger piece of the marketing pie?
  • How can the next generation of PR pros prepare to do it better?

I don’t promise to answer all of these in full, but I do intend to spark a conversation. So please, follow along, comment and follow me on twitter @AdamSandersTO. I’d love to read your vision of PR for today.

Faster alone, further together!

Cheers, AS