Thursday, May 04, 2006

The 5 Evils of Agency PR: #4 - "Small Fish Syndrome"

This is #4 in a 5-part series of posts that discuss the "Five Evils of Agency PR." Specifically, the 5 prevailing reasons (in no particular order) for firing a PR agency.

#1 - Employee Churn.

- Measurement Misunderstanding

#3 - Budget Flux

#4 - "Small Fish Syndrome"

You know the old saw, “If you have to ask how much it costs, then you can’t afford it”? The same is true of clients that wonder whether they’re getting their agency’s “A-Team.”

It’s fine to ask that question if you are a prospective client, as long as you know the right follow-up questions to ask:

“Wouldn’t the A-Team also be assigned to the agency’s biggest accounts?”

And, “If the A-Team is also assigned to the agency’s biggest accounts, how could we possibly get their attention & best work?”

If you know enough to ask such questions, than you don't ask 'em, cuz you know the answers...

What a horrible feeling for the client. Whatever budget they have to spend, it’s a lot to them.


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