An interview with Peter Vezey, founder and director of Vezey Consultants, an independent PR agency that specialises in B2B, corporate and consumer PR.
Peter, who is twice winner of the CIPR Certificate of Excellence and a recipient of the Chartered Institute of Marketing President’s Award, spoke to us about the shifting media landscape, the growing role of social media in communications and why he thinks that half of what he reads online “is crap.”
Getting to know Vezey Consultants
What were Vezey’s communications highlights in 2013?
We placed our second ‘News at Ten’ story for an A-Level college we represent and placed another on Five Live and BBC TV News in addition to many regional radio stations. We also expanded our client portfolio and presence in the education and facilities management sectors.
How is 2014 looking in comparison?
The economy is definitely on the turn because clients are now reviewing budgets – PR is the first to get turned off in bad times and the last to get re-instated.
How has the nature of campaigns that you create for clients changed recently?
Campaigns have become more focused – rifle rather than shotgun approach, because clients are becoming better informed and are appreciating how to use each type of media effectively. Clients are also looking more for a personal service through one ‘full service’ consultancy provider rather than briefing several specialist suppliers. Radio advertising and promotions are becoming very popular value for money tools.
How important is social media as a communication tool in communications today?
Social media is growing in importance, recognition and awareness among clients especially among the very small and very large brands. Social media has become a very important high value ingredient in small client marketing mix and very effective. The big operators have the resources to handle it to its max. Unfortunately many mid field players don’t have the time or money and are suffering growing pains.
What is the one advice you would give to digital marketers?
Clients should not casually start blogs and get involved in blogging – 95% of businesses I know that have got involved have fizzled out due to lack of news, time, enthusiasm or staff availability to manage the blog. Unless you have someone in-house who is full of enthusiasm and is allocated the necessary time to blog, don’t attempt to do it yourself – contract it out. As much as blogs can benefit your business, they can also be dangerous and businesses need to be aware of that.