The PR industry makes me laugh (yes, indeed, the very business I work in). Agencies have banged on for many years now about wanting to be treated and valued like other professions and senior business advisors. ‘Why aren’t we respected like management consultants’ being the common question. Well when did you last hear of a management consultant offering their services for free?
We be moan the fact that we never seem to able to charge for pitches (unlike the ad industry), we debate for hours why our client fees aren’t as high as the advertising world (I sat on a PRCA committee for a year which was very busy discussing all of that) - but then what do I spot, one PR agency offering to work for free!
Now if that’s not devaluing not only your own business but the whole industry in one fell swoop. I know the whole argument about enticing a client in and being able to prove what you’re worth…but surely that short term gain is not worth the long-term damage it does to the profession?
What’s even worse is that this particular agency was rewarded for its positioning by winning a couple of highly acclaimed PR Week industry awards. So PR Week is actually endorsing undermining its own profession…interesting.
I ask you.