Creativity in PR campaigns enables agencies to connect and resonate with audiences in an ever-changing communications landscape

Staying tapped into social media and the partnership between an agency and its PR counterpart are keys to an effective campaign

by India Fizer , AdForum

Yell Bangkok
Bangkok, Thailand
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Thanattha Sittiphan
Business Coordinator Yell Advertising Bangkok

In the latest of our ongoing series focused on the intersection of PR and creativity, Thanattha Sittiphan, Business Coordinator at Yell Advertising, speaks on the the valuable collaboration between an agency and its PR counterpart.


How would you describe the functionality of the partnership between an agency and its PR counterpart?

Normally, the agency offers a wide range of services, including advertising, marketing, and branding, while the public relations department can focus on developing and managing relationships with the media and the general public. The PR counterpart can work in collaboration with the agency and provide valuable insights into the media landscape and cultural norms. This information is critical for creating effective public relations campaigns that are appealing to audiences.

Overall, a partnership between an agency and its PR counterpart is a valuable collaboration that can help both companies achieve their business objectives.


Back in the day, PR was about protecting a brand and its reputation largely through earned or free media: Press releases, statements, stories, and crisis management. What has led to the PR function becoming more creatively oriented?

In my opinion, the need to adapt to a rapidly changing media landscape, engage modern audiences successfully, distinguish brands in a cutthroat market, deliver timely and meaningful communication, measure the impact of PR efforts, and navigate the complexities of a globalized, diverse world are what are driving the shift toward a more creatively oriented PR function. Creativity has become a cornerstone of successful PR campaigns, enabling organizations to connect, resonate, and achieve their objectives in an ever-changing communications landscape.


How are you leveraging modern tech and/or social media in client work, and what value does it add to the creative process?

Leveraging modern tech and social media in client work can help to add value to the creative process in a number of ways. By generating creative content, identifying and connecting with target audiences, and monitoring social media, can help the clients reach their goals more effectively and efficiently.

In Thailand, a lot of business leaders are aware of what people are saying on social media. We spend more time than anyone else on social media. That's affected us in both good and bad ways. 80% of PR work is done on social media these days, with brand channels, online publications, and influencers. That's why most measures are done on online platforms.


What kind of projects does your agency call on a PR counterpart (in-house or external) to get involved in? In what ways have brand communications evolved in light of having a more integrated partnership?

The most commonly used PR counterpart is for campaigns that need to build trust or leverage image to the brand. In Yell, we have an in-house digital PR team to deal with publishers, online media, and influencers. For dealing with offline media, organizations, and other stakeholders, we are working with the traditional PR team because the relationship can’t be built in one night. I think a good PR campaign should do well in three parts: coordination, content, and strategy. If we have all three good parts, it will increase our chances of winning!