Sound Bytes

I think you missed the point of the article. Agencies like yours traditionally charge large amounts of retainer $ for introductory meetings and discovery sessions. All in an effort to give you the basic information needed to do the work, since most of the time, agencies like yours have decent ideas but lack the necessary insight.

Let's be honest, you get paid whether you garner results or not!!

A good agency who knows the client's industy and knows the media intimately at the beginning - (vs. mass Vocus database searches)should be able to garner media result effeciently and effectively. If they feel comfortable be paid on a pay-per-performance agreement - and the results are generating traction that drive new business, than everything is gold.

It doesn't work for everyone - but it seems to me that an agency should only offer it IF they feel comfortable standing behind their work.

I guess those who oppose - don't!
 

True public relations work is much more than generating clips and media. That's publicity, which is just one facet of PR. PR is a powerful and credible tool in building a brand.

Also, ideally PR professionals want to learn all they can about a client's business. However, I've had many clients tell me that it's their job to know their industry and they've hired the agency for PR expertise, not industry knowledge.

It takes a great deal of time to maintain relationships with the consumer and trade media and develop messages from a journalist's perspective in order to entice them to cover a client's news. Strategic plans go beyond the media and consumer audiences and develop tactics to reach legislators, employees, regulators, etc.

I don't understand why clients never seem to have an issue paying for advertising but they take issue for paying for PR. Don't the same set of rules apply? Our ad colleagues must be paid for strategy, developing a plan, messaging, and creative development. Is an ad agency's fee witheld if sales are not up to par? I don't know of any advertising exec who would wait to be paid based on sales results.

The bottom line is that time is money and whether it's a PR, advertising, or direct mail campaign the team needs to be paid for their time.
 

That's exactly what's wrong with many PR agencies out there.

Agency employees need to know and specialize in everything about the company and their market, as well as know everything about the reporters who cover them BEFORE engaging in the relationship. It's that insight that should help win the acct. in the first place.

How can you effectively pitch the media without it? The PR industry as a whole are filled with under-educated database/script reading staff who have a difficult time conveying the company's ideal brand positioning b/c they are literally unqualified to speak about it. Reporters like to engage PR pros in conversatios beyond the pitch, and there complete understanding of the subject at hand (about their own client) not only gains respect from the media - it fosters stronger relationship and subsequently, impactful results.

I have no problem in terms of payment for services rendered...but I also think payment for actual placement is a reasonable offering for agencies who are confident that they can provide what the client is seeking....media.
Those who don't have that confidence - mostly dislike this way of operating!
 

Yes. Some of your points are reasonable from a pure media relations perspective. Our agency specializes in three industries, and we have that industry knowledge as well as very strong relationships with the media in these areas.

However, because we are public relations professionals with many years of experience in message developement, positioning, and yes, publicity/media relations, we are highly sucessful in any industry and client we represent.

I suppose that's why we do not take on every client that approaches us. Our results speak for themselves. Unlike those who post anonymous comments and seek free advice and service.

A wise man once told me -- don't go down into the rat hole after the rat. That is good advice, yet some times difficult to follow.

Most people who favor this pay for placement truly don't understand the long-term value of public relations, and I suspect have never given it a chance. Brands come and go, but as public relations professionals, I advise my staff that the most important thing we have here is our reputation for honesty and integrity. And you know what?

I have NEVER expected a journalist to write an article for me or a client. When we engage a journalist, we know that what we provide them can stand on its own merit. If one reporter is not interested, then we move on to another. There is a certain amount of strategy that goes into everything that we do.

So, please, don't expect our years of experience, counsel and hours of work for free. And why not be a gentleman, and show yourself Anonymous. I think that we know who you are anyway.

Happy Holidays!
 

Interesting dialogue. I think you may have misinterpreted the person's original and ongoing response to your blog/post.

Personally my view is this: As a business owner, I think it ultimately boils down to transaction preferences. If a company feels comfortable dealing with an agency in such a manner- making payment on a clip by clip basis, what's the harm? Does it make the agency bad? Maybe? Maybe not! I'm sure there are a lot of agencies out there that not only feel comfortable operating in such a way, they also can perform. If they couldn't, I'm guessing they wouldn't be in business long.

And if anonymous responses irk you (rightfully so), consider removing that option. You then won't have to deal with no-name opinions.

Signed - Anonymous