Exclusive Video: Q-and-A With Scott Stratten

December 1, 2016

What are your thoughts on real-time marketing?

I think that one of the biggest faults in the past few years has been the concept of real-time marketing. To me, it’s like panic marketing or no-time marketing — where we just think reacting to things is our best method.

That’s not strategy; that’s panic. We need a strategy, we need a plan. Adapting when things come up — perfect. But putting all of our eggs in this real-time kind of vanity game, which gets us Likes, and views, follows and shares, that doesn’t actually mean anything to our bottom line. We’ve got to be careful. I’m in it for the long game.
I think PR should be in it for the long game as well.

What is your definition of public relations?

My definition of PR is not press release, that’s for sure. Public relations, to me, is relationships. Public relations is strategy. Public relations is relating to the public and being able to work with them and talk to them.

And the skill here is finding the people who can help the brands you represent in a way that’ll move their bottom line or move the needle of whatever metric they want to move. The skill is building those relationships over time and knowing who to pick and who to team with — instead of a shotgun approach, which isn’t a skill set at all.

John Elsasser

John Elsasser is the editor-in-chief of Strategies & Tactics. He joined PRSA in 1994.



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