UKNM: PR continued - some pitch experiences

[Lois Grayson]

Some good points coming out. I've been in the odd position of 'representing'

an American client and 'managing' their UK PR relationships. As a result of

running a repitch round up of the usual suspects I concluded:


1. That a PR agency might be great overall but your experience will rely

solely on the people on your team; it's worth extracting a promise that the

glitzy, articulate individuals you meet at the pitch are the people you'll

get to work with. I get hacked off when the Director with the market

knowledge I'm buying into only ever rematerialises for the palm pressing

stuff when the bigwigs are around


2.That checking out references is sensible but all glowing reports taste

better with a big pinch of salt - you're obviously going to be directed to

the journos and clients who are at least happy. I took a step further and

rang the important journos the favoured agency  hadn't suggested and got a

more rounded picture


3. That only recent case studies are of any use; staff turnover tends to be

q rapid in such a fast expanding market so the people who ran their best

campaign may be long gone (staff t.o. is a good indicator for account

stability too)


I also have to add that IMHO if a client puts in the groundwork (education,

key messages,contacts, processes) and for once just once actually attempts

to brief the PR consultancy then the team will have a much better chance of

getting the required results. Just sending a product brochure and expecting

miracles seems to be the limit of some companies' PR expertise.


Oh and any Americans out there - the language might SOUND the same but it

really isn't; UK journos like to hear English not jargon with the

occassional verb thrown in. My client so confused the Telegraph that they

suggested two development partners who hated each other were in bed on a big

project. Result? One of the biggest publishing operations in the world

nearly left the stable and a panicky apology had to be printed. Anyone else

out there like to comment on communication difficulties across the pond?



Lois

(Available for freelance PR management plug plug)



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