P&G streamlines global PR strategy

12-Jan-2016 - Last updated on 12-Jan-2016 at 16:05 GMT

The consumer goods company is making changes to save money and influence consumers all at once, with public relations efforts squarely refocused on brand-building thought leadership initiatives.

P&G announced yesterday that this latest phase of its PR restructuring means the company will use local agencies sparingly and only when a distinct need arises to do so.

Otherwise, P&G will work exclusively with 5 prestigious firms: Citizen Relations, DeVries Global, Hill+Knowlton Strategies, MMK+, and MSLGroup.

Bigger is better

The company is resizing its PR relationships to align more closely with the size and scope of its business. "Mostly small, independent, local agencies are the majority of whom we are ending relationships with," Marc Pritchard, P&G’s global brand officer, tells Diana Bradley of PRWeek.

Citizen Relations, DeVries Global, Hill+Knowlton Strategies, MMK+, and MSLGroup, which we’re all already on the P&G payroll, will each own more of the PR workload in this configuration.

"We are consolidating them so they get a greater piece of our overall business around…the world," Pritchard tells Bradley. "We are reaching more than 5 billion consumers around the world and looking for partners who have capability around the world. These teams have demonstrated that."

The PR directive going forward will center on strengthening brand identity.

"We are in the midst of transforming our capability when it comes to brand building, leveraging digital technology, but also continuing to just get better," Pritchard tells PRWeek.

"The partners we choose to work with are very important in that brand-building journey."

Thought leadership

PR pros are expert at capitalizing on existing voices of authority and coordinating campaigns with personable brand ambassadors. And, that’s the sort of approach P&G looks to be working toward.

“The five firms will be tasked with influencing key opinion leaders, finding advocates who can speak on P&G’s behalf, and working with thought leaders and scientists who can credential the performance of the company’s businesses and brands,” reports Bradley.

As the shift takes place over the coming 3 – 6 months, the company’s personal care brands—Head & Shoulders, Olay, Pantene, SK-II, etc.—will certainly see strategy and campaign changes like the ones Bradley describes.