As Singaporeans have become more sophisticated, they are now more savvy to being "managed" by PR professionals. Rightly or wrongly, PR agencies have gained a reputation for white-washing news and their involvement hints at lies being spoken. Even in day to day operations, while it is efficient for a corporation to engage the services of a PR Agency, the Agency's involvement is not without down-side.
Today, consumers value authenticity. This is especially so when it comes to the social media platforms of an organization. Consumers can accept that advertisements exaggerate the truth, but not social media messaging. Not surprisingly, slick social media blurps, images and videos have less appeal than raw, spontaneous and genuine content.
The Best PR Agency today, is therefore not the flashy ones that seek to co-brand themselves with the client. The best PR agencies today, are the unseen ones. The PR Agency that help the client behind the scene without ever letting the public know that a PR Agency was ever involved.
At CW Fong & Associates, we have worked, and we continue to work, on the social media platforms of some of the biggest names in Singapore. But you will never know as we will never tell.