Whiteoaks, a tech PR consultancy, has today launched its 360 PR proposition.

360 PR aims to provide a completely strategic approach to public relations in order to achieve clients’ specific business objectives. It responds to organisations’ increasing need for a broader set of communications tools, techniques, channels and content to engage and influence multiple audiences.

The proposition is supported by a recent survey of more than 150 PR decision makers, commissioned by Whiteoaks, which revealed shifting trends and expectations in the PR market. Key findings included:

4% saw achieving coverage in traditional media as the primary purpose of PR.
60% believed the emergence of new ways of creating, publishing and sharing content is decreasing the influence of traditional media.
98% believed that PR can and should demonstrate its ability to influence specific business outcomes.

“The way people and organisations communicate is changing, presenting a unique opportunity for PR as a discipline to mature and expand,” said James Kelliher, managing director of Whiteoaks. “360 PR encourages the organisations we represent to expect more from PR; a broader set of capabilities, an increased level of transparency and accountability and, ultimately, for PR to be a strategic tool that achieves real and tangible business outcomes.”

For more on Whiteoaks’ new proposition and its views on how PR is evolving as a whole, see our PR interview with James Kelliher in the FeaturesExec Media Bulletin next Tuesday (8 November).

[img|jpg|James Kelliher, MD of Whiteoaks]
[lnk|http://www.whiteoaks.co.uk/index.aspx|_blank|Whiteoaks]