A Global Leader In Public Relations And Communication Commerce Essay


Weber Shandwick agency is a global leader in public relations and communication with offices around the world in 76 countries. It derives its strengths from its global network of employees who possess many talents and wear many hats. This is one of the largest and sophisticated in the world. The togetherness of this diverse human resource makes up the agency. This is further enhanced by the agency's commitment to creativity, client service and collaboration. To drive the client's organization growth Weber Chandwick offers advocacy in form of developing a league of supporters, followers and believers. The most fundamental power that the agency has to change behavior and to achieve their customer's objective is embodied in its professional practitioners. The agency promotes the individuals to apply their expertise across every area of core to strategic communication management. The firm organizes its specialty teams, practice groups and experts in the industry sector according to office and region and in several instances has a global management team (Weber Shandwick 2010).

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According to Ciarallo (2010), this has seen the firm being awarded some of the trop vontacts in major countries. For example, it won the Nevada state contract for the census work of 2010 which is valued at $866,000. The company had been handling the census outreach account for the federal government for the past 2.5 years.

Weber Shandwick recognizes research, action, communication and evaluation (R.A.C.E) as an integral part of its PR business. This are promptly discussed on its main website and allows the clients to have an insight into the breath and depth that the firm has to offer in regards to the same for the benefit of its client's Public Relations needs. It is involved in a research study world wide under its "New Wave of Advocacy". It helped the agency to identify a lack in knowledge or research in the area of corporate reputation measurement. It became the first agency to invest in the creation of a systematic approach to reputation evaluation and measurement. They enlisted the help of Professor Fombrun in order to determine the factors that consumers consider in the process of formulating reputation regarding corporations. This research resulted in the formulation of a Reputation Quotient. This would be used as an effective tool of corporate evaluation. This further reinforces the agency's integrity as it does not intend in keeping this tool to itself but rather any other organization can use it to run its activities. In this regard this agency provides an opportunity for an employee to be involved in projects that are groundbreaking and which can offer unlimited opportunities not only for the organization but also for the individual employees in the Public Relations firm (Weber Shandwick 2010).

Further still, Weber Shandwick has identified its strengths, weaknesses, opportunities and threats which have enabled it to establish itself as a global market leader in Public Relations. The firm derives its core strengths from its vision, values and ethics. It offers a workplace that is attractive, offers development and retains the most creative and the best professionals within the PR firms. This allows it to at all times be able to handle its consumer's requirements and exceed the same. The agency also distinguishes itself from others in the industry by offering a unique proposition in the market that emphasizes results, accountability and above everything else the highest professional and ethical standards (Weber Shandwick 2010).

Weber Shandwick is involved in reputation management services worldwide which cover a wide range of corporate and CEO issues. From the development and maintenance of lasting reputation to the recovery of reputation after a negative occurrence to the online management of reputation, Weber Shandwick is ever present for its clients. This policies has enabled this organization to always stay ahead of it competition in terms of diligence, adherence to best practices and being technologically abreast in the Public Relations industry. By leveraging emerging technologies such as internet and mobile phones into the world of communication, Weber Shandwick was able to become one of the top ten Public Relation firms in a period of not more that a decade.

According to bush (2010), In January 25, 2010, Advertising Age named Weber Shandwick the number 9 Agency in their A-list. The magazine claimed that even amongst professional Public Relations Specialists, the organization demands respect as one with the most effective PR campaigns for its clients. The article claimed that the organization grew and managed to acquire new accounts while Consumer PR was going under in the economic recession (Bush 2010, P.1).

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Weber and shandwick's ability to integrate social and traditional elements enable the company to exploit the opportunity to interact with its existing and potential clients at a new level. This drives the awareness and perception of the company's brand and helps to impact its sales tremendously. The organization is rife with innovative ideas like turning a launch campaign seasonal so as to allow its clients to have a fresh presence in their target markets eyes. Its have over the years managed to build an online community that is extensive and which engages with the brand promoting its awareness and as a result driving sales (Bush 2010, p.2).

Weber is currently engaged in the integration of social media to the services it offers to 30% clients. The digital practice is one of the main areas in which the agency experienced the biggest growth the previous year. The integrated campaigns which most of the agency's clients want them to drive are viewed as inline by the agency and not online or offline. This offers the company the opportunity to engage existing and potential consumers transversely on multiple platforms. The organization's strength came from recognizing that there is no distinction between online and offline people. Companies therefore were in need of PR as the best tools to run this area of business. Weber Shandwick is able to be a brand steward rather than merely being the tactical executor of the brand. Its employees are therefore able to drive public relation programs for its clients a role that was formerly reserved for direct or creative guys in the past. This is one of the reasons that working for Weber shandwick is attractive to me as it will offer me the opportunity to be engaged in projects from formulation to completion (Bush 2010, p.2).

According to Wilson (2009), Weber shandwick recognizes the threat posed by the age of integration if the PR Company does not embrace the full spectrum of marketing. The recession brought about acceleration in change. In the Public Relations industries this change was in the form of integrated marketing. The integration is by geography and channel and is driven by communication synergies, cost-efficiencies and by consolidation. The integration is intentional so as to provide clients a multi-layered communication output and in the process maximize the effort of PR in terms of clients' budget and the wider campaign. In the Samsung mobile launch, Weber Shandwick's consumer division and the allied events company integrated their separate services to the success of the event. One team dealt with the planning, execution and management of the event while the other was to mange digital and media communications, in and around the launch internationally. The two companies were tasked with delivering a compelling brand experience in a compelling and consistent story to consumers across multiple channels, in multiple markets and fully on and offline integration. This integration resulted in efficiencies, synergies and the recognition by the agency that the campaign was an example of global best practices. To emphasize this, the campaign resulted in a global record for a company's pre-launch sales before even the launch of the wider advertising campaign (Wilson 2009).

Marketing integration presents both challenges and opportunities to PR firms. This is because it calls for new disciplines in the industry in the form of strategic planning in an industry that traditionally relied on nimbleness and agility as well as the ability of individual firms to piggyback on the agenda of broader news. This will see piggyback take a back seat as a PR activity to be replaced by strategic planning. Creativity of which Weber Shandwick is full of still remains key to PR campaigns. Geographical integration further complicated the situation as it has nothing to do with communication team's synergies and everything to do with savings, cost efficiencies and consolidation. Weber Shandwick has already responded to international communication models by enhancing its global network and its technological capabilities in terms of media and digital communication. This puts it in a very conducive position to exploit the expanded market generated by the need for integrated geographies and marketing (Wilson 2009).

The organization engages in client reputation research by working closely with KRC Research, a research partner. This service affords guidance to the organization's customers on all phases of corporate and CEO reputation research, analysis and process. This service is then able to provide clients with actionable strategies on reputation management (Weber Shandwick 2010).

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According to European voice (2010), Weber Shandwick offers the opportunity for a potential employee to be a part of a global, highly respected agency that provides a work environment that is dynamic, fun and creative. This offers employee the potential to learn and grow every day professionally. In order to be regarded as a top applicant for the position of a Public Relations Officer, there are several requirements - education experience and training- that I consider would be relevant. A bachelor's degree in communications, public relations, advertising, journalism, international relations or any other related fields is preferred to be eligible for employment at the agency. This I would combine with experience in public relations gained from internship in preferably a public relations firm or in-house communication strategies which would offer me an excellent opportunity to prepare in the field of professional public relations. The organization is also very technologically advanced and relevant experience in the field would be essential in particular the social media. Further, an ability to speak and write well will be essential. Further experience in working with printed or electronic journalism is an added advantage. Demonstrated training and skills in media and digital communications methodologies such as writing and editing reports, messages, articles, speeches, briefings and other materials related to the industry is a preference of the Weber Shandwick (European voice 2010).