AN EDUCATION IN WINNING BUSINESS IN THE PR INDUSTRY
7th July 2018
When we recently learnt that the Open University had opened tender for £17m #marcomms and media accounts, it got us thinking about the landscape of winning business in the PR industry and ultimately, what should companies look out for?
The opportunities for #marketing and PR agencies have evolved hugely in the last few decades. In today’s fast-paced world of IT and technology, new media platforms and concepts are on the scene, such as ‘Influencers’ and Vloggers, prompting the most creative of agencies to compete and think ‘outside the box’ with outlandish concepts. But what truly matters to companies who are seeking agency support?
First of all, let’s discuss the pitch.
From experience, it’s important for agencies to demonstrate a shared passion and vision. Do they have established knowledge in that sector and if so, how can their success be measured? On one hand, it’s beneficial to have the support of an agency that specialises in your area, but an agency representing two very similar companies or organisations could cause a conflict of interests so it’s particularly important to ascertain clients are on their books from the outset.
How is the agency intending to fuel your growth? In such a diverse market, it can sometimes be very easy to over promise and therefore under deliver and achieve very little. The tell-tale sign of a successful agency is one that speaks from experience and with conviction.
Finally, who will be leading your marcomms strategy?
When agencies make an initial pitch and gain your trust enough for you to give the go-ahead, you will often find your account is delegated within the team. With corporate agencies, you are always at risk of falling into the hands of someone who you may not ever meet face to face. With small- to medium-sized agencies, such as us here at Clare PR, you are always guaranteed to meet with the Managing Director and maintain that contact from thereon in.
Fortunately for Clare PR, the days of head-scratching brainstorm meetings in the boardroom are a distant memory.
We have built up our business by establishing honest, personal and results-driven relationships with our clients. The growth of Clare PR has ultimately been the result of referral and recommendation from clients and editors alike who recognise the value of a reliable agency with a demonstrated history of delivering upon expectations and briefs.
Interestingly, when we have come up against seemingly larger, more dynamic agencies, it has been our experience and ability that has spoken louder than the most animated of powerpoint presentations. There are so many ingredients to a ‘perfect pitch’ when it comes to winning accounts but, the truth is, the proof is in the pudding.