9 in 10 agencies have had clients steal ideas from pitches

London, 31 March 2009 - Almost 90% of respondents to the most recent PR Leaders' Panel believe that ideas they pitched have subsequently been used by the client without the agency receiving any compensation. 53% had experienced this issue with fewer than 5% of pitches, with 35% having experienced it more frequently and only 12% not having had ideas stolen at all. While nearly two thirds of PR leaders said idea theft had not become more frequent because of the current economic climate, more than a quarter said it had deteriorated slightly and almost a tenth are finding it much more common.

Francis Ingham, director general of the PRCA said “The frequency with which a minority of clients abuse the trust agencies put in them when pitching is unacceptable. The majority of clients recognise that intellectual property belongs to the agency and more than 50% of agencies have been paid for their creative ideas. I'm delighted to announce that Sara Render of Kinross+Render and Gerry Hopkinson of Unity have agreed to lead a group examining how we can ensure that agencies are fairly rewarded for their effort and creativity.”

Clients recognise that creativity is an integral part of a PR agency's offering and as valuable as the execution. We look forward to working with both clients and agency leaders to create commercial frameworks that will make it easier for clients to attribute a value to a concept and ensure that agencies are rewarded for developing innovative ideas.”

Sara commented: "The number of agencies reporting appropriation of their intellectual property is alarming and it is an issue that needs resolving.  We need to look at a range of related issues, including understanding of the value attached to the intellectual and creative aspects of PR, the real costs to both agencies and clients of expecting detailed creative and strategic thinking ahead of an appointment and what does and does not make an idea unique

If you would like to feed any thoughts into this group, please contact richard.ellis@prca.org.uk

- ENDS -

Notes to Editors

Survey results:

1. IN WHAT PERCENTAGE OF PITCHES DOES A CLIENT USE YOUR IDEAS WITHOUT WITHOUT REWARDING YOU FOR THEM?

Answer        Rate

0%                  11.76%

1-5%               52.94%

6-10%            20.59%

16-25%          11.76%

>25%             2.94%

2. HAS IDEA THEFT BECOME MORE FREQUENT SINCE THE ECONOMY BECAME WEAKER?   

Answer                                               Rate

No                                                       64.71%

Yes - but it is still very isolated      26.47%

Yes - much more common            8.82%

3. HAVE YOU EVER CHARGED A FEE FOR A CREATIVE IDEA? 

Answer        Rate

No                 50%

Yes                50%

About the PRCA

The Public Relations Consultants Association (PRCA) exists to raise standards in PR and to help members be better organisations. 
The Association grew by over 33% during 2008 
Founded in 1969 the PRCA promotes all aspects of public relations consultancy. 
PRCA 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 11 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 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. 
Lobbies government on key issues: the Association represents members' interests in areas with Government and other relevant organisations such as the FSA.

For more information please contact:

Richard Ellis, PRCA communications manager

T: 020 7233 6026

E: richard.ellis@prca.org.uk

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