Re: UKNM: PR and advertising in the marketing mix

[Fiona Campbell-Howes]

Ben Rooney wrote:


>>And anyone who was thinking about signing up a PR agency would do well to

really grill them very hard about exactly what they can offer

and what their methods are. If they are any good then they will be able to

show real results.<<


This is true, but you should be careful about how you go about it.

Sometimes the harder you grill a prospective agency, the more tempted they

are to exaggerate what they can do for you in order to get your business -

which then results in the kind of panic blanket scattergun approach as the

agency struggles to meet the raised expectations. It might also engender an

atmosphere of mistrust from the very beginning, when client-agency

relationships and mutual trust are often as important as results. Better to

get an opinion independently from existing or past clients or quiz a few

journos?


And again, within the same agency there might be people who are naturally

good at the media relations side and people who are better at, say, writing

or client handling or event organisation. As a journalist you might have an

unfortunate experience with one of the latter which then clouds your view of

the agency as a whole.



----- Original Message -----

From: Polly Sprenger <

pollythestandard [dot] com

>

To: <

uk-netmarketingmail [dot] chinwag [dot] com

>

Sent: Wednesday, July 26, 2000 2:06 PM

Subject: Re: UKNM: PR and advertising in the marketing mix



> when journalists stop accepting the stories they are spoon-fed, the

> PRs will stop calling. Be careful what you wish for...

>


[Sam says: msg chopped]



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