The latest interview in my buying PR series is with Samantha Surry, head of communications at Affiliate Window. I was interested to read her take on social media considering the online world that Affiliate Window inhabits.
Name and title: Samantha Surry, Head of Communications
Company and what it does: Affiliate Window, Affiliate Network
Paul Stallard: What role does PR have within your marketing mix and to helping you personally?
Samantha Surry: Affiliate Window’s Communications and Sales & Marketing teams work very closely together as PR plays a pivotal role in our marketing mix. Unlike paid for advertising, editorial coverage allows you to get ‘under the radar’.
PS: What most annoys you about PR agencies?
SS: There are some agencies who like to keep their client at a distance from the press, ensuring the direct relationship stays with them. However, this is not conducive to a strong working relationship and (in my opinion) stifles the potential/opportunities between the brand and the media.
PS: What are the basic skills a PR agency should have?
SS: In no particular order….
Contacts (within the relevant press market)
Handling the Media
PS: Do you think that social media now part of modern PR?
SS: Absolutely. Like it or not, consumers are using social media as a way of discussing products/services/brands in both a positive and negative light. Therefore, in order to make the most of your PR, you need to be interacting with these individuals, or at very least listening to what they have to say. Continue reading