I just heard the Radio 4 Today programme segment – centering on interviews with ad industry veteran Sir Martin Sorrell and Sarah Waddington, CEO of the global Public Relations & Communications Association – about companies recruiting for senior ‘storytelling’ professionals. It was a piece which unexpectedly turned into a bunfight about the role, and even existence, of public relations.
For someone who’s been in the industry so long, what a load of nonsense we heard from Sorrell – which was not improved by being talked loudly over the other speakers.
He said “content development is becoming more and more important in the online world” … as if that were a great revelation. Its undoubtedly true, but the context of his comments showed he’s missed the fact that this is now a core part of the public relations profession.
He said “flooding the internet, particularly in an AI-driven digital economy, is incredibly important” – and said that all over again later on.
Really? “Flooding”? Certainly, developing a body of credible content is often a good marketing move. But he seems to have no grasp of the fact that quality is far more important than sheer volume.
He then said – cutting off Waddington who, of course, represents the PR industry: “There’s no such thing as PR any more”. She’d better get her coat, then. (It is true that public relations has evolved – but that’s a very different matter.)
It was clear from his other comments that he thinks getting cited by AI engines like ChatGPT is all down to advertising, whereas they draw heavily on editorial and other independent content instead.
Most bizarrely of all, Sorrell splutterred that there’s no longer any such thing as “dirty macs … dirty macs … dirty macs in pubs.”
“Dirty macs in pubs”? Assuming he was elaborating on his claim that PR does not now exist, and given that he’s presided over several PR agencies in his time, it makes you wonder what kind of people they employed. Pub goers in dirty macs, presumably.
You can hear the programme segment here:
It’s amazing that someone who’s so long been immersed in the marketing industry could seem so out of touch. Sir Martin may be wise to stay in bed next time he’s invited on the radio.
Picture of Martin Sorrell courtesy of The World Economic Forum
