Time for the social PR pitch process?Posted: September 27, 2010 | |
Let’s face it, PR pitches have all become very similar. All agencies present some research showing they understand the problem, some measurable objectives and then some creative, strategies, tactics and costs. There may be one or two additional elements to please a certain client but that is about it. Aware that many agencies use their best people to create pitches and their best sales people to deliver pitches, clients ask to see the ‘real team’ on the day. In other words they want to interview the team they’d get to work with. Makes sense. But all this has started to change now that digital has come on the scene. The team, their thinking, ideas and their research are all still important but now agencies are also presenting digital content and in many cases technology created by specialists that will rarely interact with the client (for good reason). This is a world that the advertising agencies are very familiar with. They are used to having a person who manages the client relationship and then draws on the skills of a great many people, many of which the client never sees. And so the pendulum swings back in the other direction, leaving the client with the challenge of trying to base their decision on the quality of ideas presented, the track record of the agency and in all likelihood the personality of their account handler. This is far from ideal for the client and suggests that some work to change the process is required. With that in mind, may I suggest the social pitch process?
We have all become very used to social networks and social media. Perhaps we can create a process that embraces ‘social’ to enable better decisions for the client. Imagine the client puts its RFP out on a Ning or Grouply like site. Agencies are then invited to work collaboratively with them on refining the brief, through a series of conversations. With a better brief (which agency has not wanted to improve the brief?) the agency can then start to use social tools to develop concepts and campaigns that demonstrate their thinking and also the roles of the people at the agency. Instead of a client seeing who presented an idea, they could see who came up with it and how others worked on it and made it what it is. The client can test out over a period of days the thinking, enthusiasm and skills of a broader team than was ever possible in the 90 minute pitch they have today. I should be clear, I’m not envisioning a process limited to short blog posts, tweets etc. I’m envisioning a process that includes video chats, group discussions AS WELL AS blog posts, tweets etc.
I doubt for a minute that many firms will have the nerve to hire an agency just by using a social approach but I do hope that a large enough number wake up to the fact that digital has changed the PR game and that we should embrace it in the way agencies are hired, not just in the work we expect from them.