He's right that the mid-size agency CE is the "marketing director and ....public face" and must win trust with trade media and opinion-formers.

But Propeller's experience of helping agencies with PR for several years shows that there are other areas where the CE can delegate PR.

There is more to agency PR than emphasising work,wins and losses and agency chiefs. Contemporay PR demands that the modern agency engage with mainstream media (such as newspapers and TV shows) and also manage its online reputation. I'm sure Jeremy will agree that the further you get away from the trade press "village" the less the agency CE needs to lead the line, and the more chance of a bright pro active PR agency adding value.

For example when we suggested an original survey on celebrity TV culture to an agency (we call them "clients"!) and placed the material in flagships like The Times and The Sun recenly, the CE had nothing to do with it. Neither did the target media expect him to.

Producing media friendly "content" like this is a savvy way to boost an agency's profile. It also works well online: in blogs, social media and organic SEO.

Martin Loat
Managing Director
Propeller Group