unicornnews: PRCA consult on pitching

The PR Consultants Association has surveyed both PR agency chiefs and in-house communication execs about the agency pitching process, to identify what both sides of the buying equation are looking for, and what both buyers and sellers could do better.

Some in the agency community have complained in recent times about the increased tendency for potential clients to invite large numbers of their competitors to compete for the same job, or to invite pitches for projects where an internal budget has not yet been confirmed. Such activities increase the risk of the pitching process for agencies.

Commenting on some of those concerns, which have seemingly grown during the recession, PRCA Communications Director Richard Ellis told esPResso: “As the economy recovers we need to start to reverse some counter-productive trends that emerged over the last twelve months such as longer pitch lists and briefs without budgets. Even in the short term these tactics end up providing poorer value for the client. These surveys provide the basis for a series of discussions where both sides can highlight their frustrations and share best practice. More open discussion will lead to better pitching”.

The Association is talking to agencies and in-house teams separately at the moment, with the view to staging a discussion involving both parties in late May.

Posted Monday March 8 2010 by Chris Cooke

Related categories: Pitching PRCA