In this Unbelievable Recession, smart marketing executives on "both sides" know that when a PR consultancy is retained based on personality rather than business objectives, the hirer's replacement will eventually fire said agency. Gone are the days when formulaic PR was enough to satisfy C-suite and Board; today the line between spend and profits must be clear. Effective representation means challenging corporate assumptions, understanding media in all its disparate forms, and never, ever saying “yes” just because it is easy.
PR is tough enough without having to wine and dine someone – and I think agencies would rather work with people who respect them for their (yes) minds. I also believe that the Hyphenate Agencies (RLM internal term -- you know who they are) used to receive a lot of business simply because they are big kiss-asses.
With that clarion call, I’d love to hear from PR pros on this (via here or @laermer on Twitter):
Do you agree that old-style PR is no longer relevant and that it needs to change for today’s marketplace? That it’s better to have an agency that is considered less a friend and more the people who just (damn it!) get things done?
Are you tired of fancy meals & stale PR results, like we at BPB are? Let me know. And happy Friday.
As a PR student, I haven't had tons of experience with the agency-client relationship, but I've had enough to know there must be clear boundaries. Through my internship, I have faced challenges with clients, which makes it hard to think of them as anything but business partners. The bottom line is that PR pros are offereing a professional service to organizations, which they get paid for. While a friendly vibe makes business more enjoyable, we are the pros and know what's best for our clients, even when they don't.
ReplyDeleteI'm interested to read actual PR pros comments on this subject.. And even more interested to see how things will change in the next year when I'm set to enter "real world."
Great insight. Thanks for spurring an office convo -
ReplyDeletehttp://www.blastmedia.com/blogs/mediablast/2009/04/friendship_pr_vs_reality_pr.html
If it gives you any hope, I'm a PR professional in my early 20s and the Friendship PR phenomenon you describe is as outdated and foreign to me as the sexism in Mad Men.
ReplyDeleteI think there is some truth to this; however, I've always looked at the client/agency relationship (no matter what side I was on) as a business value proposition. The friends I've made along the way were a personal choice. I do think that social media is now changing this dynamic once again. I can now gain value/insight from following or talking with others in the profession, but I've also made some very good personal friends along the way.
ReplyDeleteI agree but also think the client relationship has to have some elements of friendship in order to thrive and grow. I know I'm personal friends with clients from agencies past. Some of those friendships are 20 years old. That doesn't happen with a strictly business relationship. I believe you have to find the balance.
ReplyDeleteI never knew friendship PR was still alive and I agree..its outdated. Its always been about getting results and providing strategic counsel for me. That's what builds trust. Client friendships certainly help the collaborative process, but dont keep an agency on the budget.
ReplyDeleteExcellent question/discussion. I always come back to we're all human beings, and we like doing business with other human beings. It's not all strictly numbers and results and bottom lines. Of course those things are important, perhaps most important, but they're not everything.
ReplyDeleteI don't think a client would/should hire an agency or consultant based on sharing a favorite sports team or whatever, but once the agency is hired, those kinds of social elements strengthen the bond and make it easier for the client to forgive the agency if it stumbles.
Yes, the results must always be there. But PR is a very nuanced field, and a good, friendly relationship can overcome some deficiencies.