Comments on: “Cut the PR Agency? Are You *Sure* About That?” http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure Social Media and Public Relations Consulting � PR Squared Mon, 15 Mar 2010 21:19:22 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: paulfuriga (Paul Furiga) http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-12222 paulfuriga (Paul Furiga) Fri, 17 Jul 2009 22:43:26 +0000 http://pr-squared.com/pr2wp/?p=575#comment-12222 <strong>Twitter Comment</strong> <a href="http://twitter.com/paulfuriga" title="Twitter Comment" rel="nofollow"> <div class="ccimg1" title="paulfuriga (Paul Furiga)" style="float:left;margin-right:10px;padding:0;width:60px;height:60px;"> <img name="cc_image" title="paulfuriga (Paul Furiga)" style="float:left;margin-right:10px;padding:0;width:50px;height:50px;" src="http://purl.org/net/spiurl/paulfuriga"> </div> </a> @LaurenBan Yup, gotta love that one!<br /><br /> - <a href="http://chatcatcher.com" rel="nofollow">Posted using Chat Catcher</a> Twitter Comment


@LaurenBan Yup, gotta love that one!

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]]> By: LaurenBan (Lauren Ban) http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-12219 LaurenBan (Lauren Ban) Fri, 17 Jul 2009 21:46:26 +0000 http://pr-squared.com/pr2wp/?p=575#comment-12219 <strong>Twitter Comment</strong> <a href="http://twitter.com/LaurenBan" title="Twitter Comment" rel="nofollow"> <div class="ccimg1" title="LaurenBan (Lauren Ban)" style="float:left;margin-right:10px;padding:0;width:60px;height:60px;"> <img name="cc_image" title="LaurenBan (Lauren Ban)" style="float:left;margin-right:10px;padding:0;width:50px;height:50px;" src="http://purl.org/net/spiurl/LaurenBan"> </div> </a> @paulfuriga It's a good one, isn't it? Thanks for the RT!<br /><br /> - <a href="http://chatcatcher.com" rel="nofollow">Posted using Chat Catcher</a> Twitter Comment


@paulfuriga It’s a good one, isn’t it? Thanks for the RT!

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]]> By: LaurenBan (Lauren Ban) http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-12216 LaurenBan (Lauren Ban) Fri, 17 Jul 2009 20:33:26 +0000 http://pr-squared.com/pr2wp/?p=575#comment-12216 <strong>Twitter Comment</strong> <a href="http://twitter.com/LaurenBan" title="Twitter Comment" rel="nofollow"> <div class="ccimg1" title="LaurenBan (Lauren Ban)" style="float:left;margin-right:10px;padding:0;width:60px;height:60px;"> <img name="cc_image" title="LaurenBan (Lauren Ban)" style="float:left;margin-right:10px;padding:0;width:50px;height:50px;" src="http://purl.org/net/spiurl/LaurenBan"> </div> </a> Reading @TDefren - “Cut the PR Agency? Are You *Sure* About That?” [link to post]<br /><br /> - <a href="http://chatcatcher.com" rel="nofollow">Posted using Chat Catcher</a> Twitter Comment


Reading @TDefren – “Cut the PR Agency? Are You *Sure* About That?” [link to post]

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]]> By: paulfuriga (Paul Furiga) http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-12215 paulfuriga (Paul Furiga) Fri, 17 Jul 2009 20:07:26 +0000 http://pr-squared.com/pr2wp/?p=575#comment-12215 <strong>Twitter Comment</strong> <a href="http://twitter.com/paulfuriga" title="Twitter Comment" rel="nofollow"> <div class="ccimg1" title="paulfuriga (Paul Furiga)" style="float:left;margin-right:10px;padding:0;width:60px;height:60px;"> <img name="cc_image" title="paulfuriga (Paul Furiga)" style="float:left;margin-right:10px;padding:0;width:50px;height:50px;" src="http://purl.org/net/spiurl/paulfuriga"> </div> </a> RT @LaurenBan: Reading @TDefren - “Cut the PR Agency? Are You *Sure* About That?” [link to post] Truly excellent!<br /><br /> - <a href="http://chatcatcher.com" rel="nofollow">Posted using Chat Catcher</a> Twitter Comment


RT @LaurenBan: Reading @TDefren – “Cut the PR Agency? Are You *Sure* About That?” [link to post] Truly excellent!

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]]> By: Justin Levy http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-2314 Justin Levy Sat, 25 Oct 2008 14:58:52 +0000 http://pr-squared.com/pr2wp/?p=575#comment-2314 As usual, a great post Todd! I like the way that you broke down the reasons especially the benefit of having an agency as opposed to an in-house PR team. The problem is, as some of the other comments have pointed out, is that many agencies promise big, charge a lot and don't deliver. While this isn't representative of all agencies, it sucks that the few sometimes ruin it (or at least leave a bad taste) for the rest. Keep up the good work! I liked the Facebook app for CC you posted about. As usual, a great post Todd!

I like the way that you broke down the reasons especially the benefit of having an agency as opposed to an in-house PR team.

The problem is, as some of the other comments have pointed out, is that many agencies promise big, charge a lot and don’t deliver. While this isn’t representative of all agencies, it sucks that the few sometimes ruin it (or at least leave a bad taste) for the rest.

Keep up the good work! I liked the Facebook app for CC you posted about.

]]> By: Csalomonlee http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-3248 Csalomonlee Thu, 23 Oct 2008 23:47:10 +0000 http://pr-squared.com/pr2wp/?p=575#comment-3248 Todd, while I agree that PR is the last thing to be cut, I disagree with the cost of an in-person vs. pr agency. You mentioned: "A good PR agency will do “all of the above” and will spread the work across FIVE people, including a senior strategist who can offer experienced counsel; two or more media bulldogs; and, a dedicated industry researcher – for about $150,000." This equates to about $12,500 a month. While the current economic climate may dictate agencies consider accounts with this budget, many will not. So instead of an experienced agency, you may have to select a "smaller boutique" or freelancers who may not bring to the table the experience and resources that an agency like SHIFT can bring. Furthermore, out of pocket (OOP) expenses are usually tacked on ABOVE the "retainer" amount. Assuming a 10% OOP, this would be $13,750/month or $165K annually. In the end, it depends on the company. Some will do better with a kicka** in-house person. Some will do better with an outside agency. Todd, while I agree that PR is the last thing to be cut, I disagree with the cost of an in-person vs. pr agency. You mentioned:
“A good PR agency will do “all of the above” and will spread the work across FIVE people, including a senior strategist who can offer experienced counsel; two or more media bulldogs; and, a dedicated industry researcher – for about $150,000.”

This equates to about $12,500 a month. While the current economic climate may dictate agencies consider accounts with this budget, many will not. So instead of an experienced agency, you may have to select a “smaller boutique” or freelancers who may not bring to the table the experience and resources that an agency like SHIFT can bring.

Furthermore, out of pocket (OOP) expenses are usually tacked on ABOVE the “retainer” amount. Assuming a 10% OOP, this would be $13,750/month or $165K annually.

In the end, it depends on the company. Some will do better with a kicka** in-house person. Some will do better with an outside agency.

]]> By: Emily Tully http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-2313 Emily Tully Thu, 23 Oct 2008 14:42:11 +0000 http://pr-squared.com/pr2wp/?p=575#comment-2313 Here in Ireland the government has unfortunately set a poor example and slashed its own PR budget to a point of non-existance. This has spread like wildfire through the public sector but also the private sector. However, 15,000 pensioners and 10,000 students marched through Dublin yesterday in protest at the government's 'poor communication' when explaining budget cuts... I work in a consultancy and we're going under. Here in Ireland the government has unfortunately set a poor example and slashed its own PR budget to a point of non-existance. This has spread like wildfire through the public sector but also the private sector. However, 15,000 pensioners and 10,000 students marched through Dublin yesterday in protest at the government’s ‘poor communication’ when explaining budget cuts…
I work in a consultancy and we’re going under.

]]> By: Steve Salinger http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-3#comment-2312 Steve Salinger Sun, 19 Oct 2008 08:38:44 +0000 http://pr-squared.com/pr2wp/?p=575#comment-2312 I just spent time at a startup that was totally burned by an agency. They promised big, charged $15,000 and then delivered nothing. This was one of the big name agencies, mind you, with all the 2.0 buzz. My experience is they charge you $15k per month, throw a bunch of 24 year olds who can barely write at your project, then let you talk to the bigwigs in dribs and drabs and mainly when you are about to bolt. The smartest thing a company should do during a downturn is fire its PR agency and give the CEO of a course in how to be media savvy -- the Jason Calacanis way. Any CEO who feels that PR should be farmed out clearly just doesn't get it. I just spent time at a startup that was totally burned by an agency. They promised big, charged $15,000 and then delivered nothing. This was one of the big name agencies, mind you, with all the 2.0 buzz. My experience is they charge you $15k per month, throw a bunch of 24 year olds who can barely write at your project, then let you talk to the bigwigs in dribs and drabs and mainly when you are about to bolt. The smartest thing a company should do during a downturn is fire its PR agency and give the CEO of a course in how to be media savvy — the Jason Calacanis way. Any CEO who feels that PR should be farmed out clearly just doesn’t get it.

]]> By: Britton Manasco http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-2#comment-2311 Britton Manasco Sun, 19 Oct 2008 00:17:44 +0000 http://pr-squared.com/pr2wp/?p=575#comment-2311 Bravo! I'm impressed with how you've crafted the "distributed talent" argument and shown what someone should expect for $150K. Not sure it will be enough to keep folks from ducking and running, but it's the finest argument I've seen. Britton Manasco <a href="http://www.brittonmanasco.com" rel="nofollow">Illuminating the Future</a> Bravo! I’m impressed with how you’ve crafted the “distributed talent” argument and shown what someone should expect for $150K. Not sure it will be enough to keep folks from ducking and running, but it’s the finest argument I’ve seen.

Britton Manasco
Illuminating the Future

]]> By: olivier Blanchard http://www.pr-squared.com/index.php/2008/10/cut_the_pr_agency_are_you_sure/comment-page-2#comment-3247 olivier Blanchard Fri, 17 Oct 2008 23:01:26 +0000 http://pr-squared.com/pr2wp/?p=575#comment-3247 Great post. You're 100% on target. Cost-cutting is NEVER prudent. (Too many stressed-out execs don't seem to understand the difference between trimming the fat and chopping off limbs.) Fact #1: "Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.” Fact #2: Marketing and PR's ROI is measurable. If no one on the client side is measuring it, however, it becomes an expense rather than a valuable piece of the business. Execs who haven't figured out how to connect the dots between Marketing/PR and ROI shouldn't be in their jobs. The most obvious thing about a company that shrinks its PR and Marketing budgets during a financial crisis is a company that was merely running through the motions of funding marketing and PR activities when the business landscape was good. In other words, while you may have been kicking ass, these folks were on cruise control. Sad. Some companies get it and others don't. Eh. Again, great post (and comments). Great post. You’re 100% on target. Cost-cutting is NEVER prudent. (Too many stressed-out execs don’t seem to understand the difference between trimming the fat and chopping off limbs.)

Fact #1: “Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

Fact #2: Marketing and PR’s ROI is measurable. If no one on the client side is measuring it, however, it becomes an expense rather than a valuable piece of the business.

Execs who haven’t figured out how to connect the dots between Marketing/PR and ROI shouldn’t be in their jobs.

The most obvious thing about a company that shrinks its PR and Marketing budgets during a financial crisis is a company that was merely running through the motions of funding marketing and PR activities when the business landscape was good. In other words, while you may have been kicking ass, these folks were on cruise control. Sad.

Some companies get it and others don’t. Eh.

Again, great post (and comments).

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