Imagine the possibilities – PR Room 101

Inflexible monthly retainers

Over recent years the PR industry has worked incredibly hard to adapt to the unprecedented challenges we’ve faced. So, I hate to be the one to bring this up, but it’s still not enough. Why? Because we’ve been so busy adapting what we offer, we haven’t paused to consider how we offer it.

The standard agency model of retainers and projects in our ‘creative’ sector hasn’t changed in years, despite having more flexibility than ever before. Monthly retainers – usually with a high minimum fee level – plus projects. And that’s it!

Smaller organisations, with smaller budgets and – dare I say it? – less sexy brands can still rarely afford the agency support they need.

We need to think differently about how we reach this under-served section of the market. Not because it’s nice to do, but because it’s not ‘brands’ or ‘companies’ that buy our services – it’s people.

Still not convinced? Well just remember that people with a smaller budget today may well have bigger budgets later on, so let’s find a way to include them now. 

Forgetting the comms leader

Speaking of who we’re working for, let’s remember that most PR contracts are awarded by communications directors and managers, not CEOs. And every senior communications leader you speak to is under huge internal pressure to deliver.

In fact, if they’ve found the time to engage an agency, they want to know that you are focused on helping them. They want to know that they are your priority. Not access to the CEO. Not getting in front of their board. Not leveraging their network of potential clients.

So, here’s a controversial thought: why not ask them how they’re doing? What do they want? Where do they see their career progressing? What are their ambitions and aspirations? What do they feel may be holding them back?

Be on their side. Help them to achieve their business and their career goals. Imagine the possibilities if every agency adopted this approach. 

Obsessing about figures

Prospective clients care far less about our predicted turnover, sparkling industry awards and letters after the names of our advisory board members than we like to admit.

So why is the only meaningful measure of an agency’s success based on numbers? Growth in revenue, improved profit margins, client wins… our boards and shareholders may care about the books, but most of our clients simply don’t.

Surely there is more to be proud of? I’d love to see agencies measuring their success in terms of the people they have supported; the individuals they’ve helped through a difficult time; and the difference they have made.  

There is one thing that AI can never replace: personal interactions and support. Maybe we should start prioritising that before it’s all that’s left. 

If you’ve read to the end of this article, then I know I’m not alone in wanting to embrace change in our industry. So, let’s put our old ways in Room 101 and think differently about how we use our creativity to design the best offers for everyone who needs us in the future.

SOURCE: article published by PR Week on 18 October 2023: https://www.prweek.com/article/1841877/imagine-possibilities-%E2%80%93-pr-room-101