The Communications Agencies Association of New Zealand has finally announced its worst kept secret - that it is setting up a "Marketing Communications" sub-committee involving the heads of most of the integrated PR consultancies around town, plus some "experiential" agencies.  Chaired by Mango MD, longstanding industry practitioner and well respected head Claudia Macdonald, the group is charged with "highlighting and developing the value of PR and experiential" marketing.   Deputy Chair is Kelly Bennett of ELEVEN\PR, part of TBWA Whybin with other integrated agency PR operations Ogilvy PR, Draft FCB, Spark Activate and Fuse.    Independent agencies include AmbientX, Copper Brand Experience and Lassoo Media.

There is no doubt some in the public relations industry will see this move by CAANZ as an attempt to muscle in on the industry representation that has traditionally been the role of PRINZ (the Public Relations Institute of NZ).  However, CAANZ points to the introduction of a PR category at Cannes for 2009 as evidence of the recognition of the value of PR in the marketing mix.  No-one in the public relations industry can complain about that recognition, as many have advocated for some time the need for advertising agencies to move beyond using Public Relations as the "add on" and to integrate the PR function at the beginning rather than as an after thought to an advertising campaign.   Interest in the future will focus on the role of the two organisations as industry advocates - will they compete or will they co-habit happily?  Watch this space!