Here’s a piece from PR Week. (What do you mean you don’t read it, blog snorkellers mine? Go out and buy a copy immediately. This week’s cover price is – for the sake of argument – a highly reasonable £32.57.)
It’s about integration – and lest anyone be unclear – that’s the integration of communications disciplines through the creation of what used to be called ‘one-stop shops’. PR Week see fit to grace the front page of their organ with this story, so they obviously regard it as ‘news’.
But – hold on, and correct me if I’m wrong, hasn’t this happened before (twice, as far as I can remember) – and then sort of un-happened, sort of dis-integrated, if you like? (And I do.)
Doesn’t it prove that the old adage ‘PR – it’s a young person’s game’ is fundamentally wrong? It’s not a young person’s game because young people can’t remember the hideous fuck-ups of the past and thus cannot learn from them.
Mind, as long as the clients are young as well, I suppose it doesn’t matter. They can all repeat the same errors together. Again and again and again. It’s like Groundhog Day, but it will never sort itself out and it’s somewhat less amusing without Bill Murray in it.
And the final bit of the ‘story’ just underlines what cack it actually is. “It’s not as simple as being in the same office” – no, you’re right, sunshine, it’s not – “there has to be a willingness…..to work together to understand…….” Yes, nail, head.
There has to be a mutual respect, an acceptance that the ‘idea’ can come from anywhere, and an innate ability to recognise what makes a good idea. These three things do not come from making the poor, hapless drones sit together and share the same canteen. Didn’t work in the late eighties, didn’t work in the early noughties, won’t work now.
Oh, and for the record, PR Week has been around for much, much longer than a lot of agencies and most account execs. Why, then, is PR Week slavishly reporting this, rather than working from its years of experience and pointing out that ‘integration’ is not new, not big and definitely not clever.