SPRG's Richard Tsang on building trust in good times and bad

"Good PR helps clients to generate good business results," Tsang attests in this edition of the PR Influencers series for Campaign TV. He says the industry is helping to bring brands in to the forefront of consumers' minds through a range of communication tools.

"Customers tend to trust in good brands a lot more than brands they've never heard of."

He says that's partcularly true at this moment in time, with many consumers doubting and not trusting brands like they used to. "This is a time when PR is being very respected," Tsang said. He notes that more and more, brands are thinking they are doing a good job, but not getting the results or respect they hope for among their customers.

"So what's the gap there? Most of it is in the communications part - then they go to PR."

Tsang says other business partner functions will come and go from that all-important seat at the boardroom table, but PR has a near permanent hold on its role there.

"At good times, we help them (clients) to promote their brands; at bad times we help them to defend. So that gives us a very nice position to be a life-long partner," he said.

Tsang also touches on some of the talent problems plaguing all communications functions at the moment. He says PR agencies need to hire people with sector-specific skills, rather than looking for generalist PR professionals who then need to be trained in the industries they are working with.

"I'd rather have very professional industry experts, and then equip them with the PR and communications know-how," he said.