By Darren Gilbert

If you were to speak to any of the above three agencies, the answer of whether it is worth it would be undoubtedly yes. After all, it is about giving clients the best possible service. And what better way to do that than to provide a 360-degree communications solution.

The communications world is evolving

The past few years have seen a revolution in marketing, says Just Perfect PR’s Toni Becker. “We have had a taste of the consumers’ yearning for transparency and urgency in regards to information and communication.” In short, PR has extended into the world of online marketing and is evolving alongside the world wide web, adds Becker.

Kerry Simpson, PR account director at The Black Snow Group agrees: “It [is] a natural progression for the business in response to clients’ needs for more extensive business solutions.”

For Havas Worldwide, which,  over the last few years, has become a more integrated agency,  extending into PR was a strategic move. Chris Verrijdt, who heads up Havas PR says, “Africa is an area of tremendous growth for us and so we decided to open a PR and Social Media division to add this important component to the local business and into the continent.”

It makes business sense

“PR is a strategic tool that is necessary in the marketing mix and good communication goes hand in hand with building a trusted, recognisable brand,” explains Simpson. “By adding a PR division to our portfolio we are able to offer clients a complete 360-degree approach to all facets of their business.”

Verrijdt agrees: “These days, with information being consumed at the rate and across the channels it is, it would be naïve to keep PR out of the mix.” At the same time, offering PR and social media services, agencies are able to close any communication loop.

“Earned and owned media are integral to the conversation our clients have with their customers,” adds Verrijdt. “[R]eal time and right time communication is [now] a necessity rather than a luxury.”

The client wins

“Bringing PR into the fold allows the rest of the Havas Village to constantly think outside the box and from all disciplines at the same time,” explains Verrijdt. “Briefs are now interpreted from a truly 360-degree approach with our collective always thinking how a creative execution with work above-the-line, as an activation, digitally, into retail and across Social Media platforms.”

“As a full service agency, The Black Snow Group has the ability to fully support clients and their products/brands by integrating traditional PR campaigns with online seamlessly and effectively,” points out Simpson.

“All content and PR strategies are activated to reinforce the clients place as an industry authority,” says Becker. “By creating informative, rich and rewarding content the client becomes a credible industry leader,” says Becker. In turn, credible leaders attract committed clients, employees and investors.

What are your thoughts? Should more marketing agencies look to begin their own PR agencies? Tell us below.