PRCA calls for improvements to pitching process

The PRCA today called for an industry discussion about pitching best practice in PR. The Association believes that there is significant potential to make the pitching process more efficient for both agencies and in-house teams.

The Association, which represents both PR consultancies and in-house communications teams, last week conducted a survey of consultancy managing directors to understand better some of the issues from their perspective. The Association will also survey in-house teams to gather their ideas about how consultancies can improve the pitching process before hosting a discussion for both agencies and in-house on the subject on 26 May. 

The survey highlighted issues including:

  • 49% of consultancies have seen pitch lists grow over the last twelve months.
  • 75% of respondents said the number of agencies asked to pitch on average is 4, 5 or 6. 80% of respondents said that clients should invite three agencies to pitch.
  • 25% of consultancies had been asked to participate in a reverse auction.  

Richard Ellis, communications director of the PRCA, commented “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, reverse auctions 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.”

David Ding, the PRCA client services director who runs the Association's Find A PR Agency service, explained “It is too easy to ignore how much time an agency invests in a pitch. Even a simple pitch takes at least two and a half days preparation. Clients should trust their instincts and use a ‘creds' stage to reduce the number of agencies on a pitch list.”

Issues that consultancies would like to see addressed include:

  • No specified budgets - some clients don't state a budget believing this drives down costs, however it means that consultancies are unable to get an accurate indication of the level of resource they can commit to the project.
  • Increasing number of hoops - the number and detail of prequalification questionnaires is increasing. These take a lot of effort to complete and are often pointless.
  • Short turn around times - clients are increasingly giving consultancies less time to respond to a brief - sometimes even under a week. This doesn't provide the consultancy with the time to put together a thorough response to the brief.
  • Not involving the CEO - if the right people haven't signed off the brief ie the people running the campaign, the budget holder and the person running the campaign, then the brief will often change at the last minute or even after a consultancy has been appointed.
  • Increasing number of agencies asked to pitch - some clients are putting together longer pitch lists to show thoroughness. Use the creds stage to cover your options, but long pitch lists waste everyone's time.

Useful tools for improving your pitching process:

  • The PRCA will be hosting a discussion on 26 May for consultancy and in-house teams to discuss how the pitching process can be improved for both parties. To register your interest please email: Katie.goodrum@prca.org.uk.
  • The Association is currently working with ISBA, the IPA and MCCA on updating the Joint Industry Guide “The Client Brief”. The current version can be downloaded at: www.prca.org.uk/theclientbrief.
  • The PRCA has also jointly published with ISBA, the IPA and the MCCA a guide to “Finding an Agency” which can be downloaded at www.prca.org.uk/selectinganagency.

- ENDS -

Summary of responses to the survey

A) IN YOUR EXPERIENCE, ON AVERAGE NUMBER HOW MANY AGENCIES ARE ASKED TO PITCH FOR A BRIEF?
3 - 19.61%
4 - 25.49%
5 - 29.41%
6 - 19.61%
7 - 1.96%
8 - 1.96%
9+ - 1.96%
 
 
B) HAS THE NUMBER OF AGENCIES ON PITCH LISTS CHANGED RELATIVE TO LAST YEAR?
Pitch lists have decreased in length - 3.92%
Pitch lists have increased in length - 49.02%
They haven't changed - 47.06%

 
C) WHAT IS THE OPTIMUM NUMBER OF AGENCIES CLIENTS SHOULD INCLUDE ON A PITCH LIST?
2 - 3.92%
3 - 80.39%
4 - 9.80%
5 - 3.92%
6 - 1.96%
 
  
D) HAVE YOU EVER BEEN ASKED TO PARTICIPATE IN A REVERSE AUCTION AS PART OF A PITCH?
No - 74.51%
Yes - 25.49%

 

 

About the PRCA

The Public Relations Consultants Association (PRCA) is the professional body that represents UK PR consultancies and in-house communications teams.

  • The Association exists to raise standards in PR and to help members be better organisations.
  • The Association has grown by more than 50% over the past two years.
  • Founded in 1969, the PRCA promotes all aspects of public relations consultancy.
  • PRCA consultancy members differentiate themselves from other PR consultancies by achieving the Consultancy Management
  • Standard (CMS), a professional accreditation that has been adopted by PR agencies in more than 15 countries around the world.
  • All PRCA member organisations are bound by a Professional Charter and Codes of Conduct.

As part of its commitment to excellence in PR, the PRCA carries out a number of functions:

  • PR training and qualification: the PRCA organises a range of bespoke, in-house & online courses as well as general training and qualifications. Course subjects range from: how to write a press release: to how to manage your agency.
  • Find A PR Agency: this free service, no obligation service helps clients find a reputable PR consultancy for their brief.
  • Industry surveys: the PRCA undertakes a number of surveys every year including the most comprehensive benchmark of industry performance.
  • Networking and best practice groups: the PRCA organises a number of groups to help members stay ahead of industry trends and raise general industry issues.
  • Promotes the value of PR and the need for standards: the PRCA provides a strong voice on a range of issues relating to PR.

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