Here are just some of the comments I’ve heard over the years:
- Politics are a vital part of the planning process;
- Political PR is an expensive waste of time;
- We bargain hard to get the lowest possible fee;
- I don’t trust our PR people to set the communications strategy;
- I’ve used the same guys for years and I’m never going to change.
So who’s right? In some ways they all are.
When picking a planning PR consultancy, here are some tips.
Objective. Have a clear objective, for example: we want a positive committee decision by the end of June. Too often, organisations bolt on a ‘bit of PR’ just to make the SCI look good. An expensive waste of time.
Incentivise them. There is no reason why consultancies should not work to a success fee – it certainly sharpens the mind. Or at least a fixed fee.
Results not actions. Of course, PR companies love to do things, doesn’t everyone. But what will these (often very expensive) actions achieve. Some consultancies love actions for actions’ sake. For example: let’s produce a nice full-colour 16-page brochure or a seven-minute video. These have their place but the question you must ask is why? Who will see them? Will they have any impact on your objective?
Penny wise, pound foolish. There are no bargains. You can certainly screw the consultancy’s fees but they in turn, will cut the service. Agree who will deliver the programme, their day rate, the programmes of work, and set a fixed budget. Simple, but so rarely done.
Shop around. If you’ve been using the same firm for years, complacency can creep (or rush) in. It hurts no one to have a pitch process and may wake some up. They may bleat but so do sheep and you don’t want them running the show.
Still not sure? Well that’s where I come in. After 35 years, I know all the big players, their strengths and weaknesses and all the tricks. You might say that I’m a poacher turned gamekeeper…and you’d be right.
Have a great weekend.
Tom
by the Planning PR guru 