Competition can be a good thing in many areas of our lives. I'm a runner. I tend to run farther and faster when I am with other runners rather than by myself. In business,
competition can make people think more creatively; it can push teams to work together to find solutions to problems or challenges. This is productive competition.
There's another type - call it counterproductive competition. In the workplace it can occur when two people are vying for the same position; both can waste company time and
other valuable resources. Some might say that negative political campaigns are counterproductive competition - someone wins the election but the voters often are left with a
negative attitude toward both candidates.
In the world of new business pitches among public relations agencies, these two types of competition exist. Sometimes, within a PR firm, competing for a new piece of business
brings out the best in the team - creative brainstorms, excitement about big ideas, solutions to client problems; it's exhilarating and productive. Sometimes it can be a
counterproductive, frustrating experience.
The type of competition - productive or counterproductive - often depends on the client (new business prospect) and the way the new business process is conducted. Both the
client and the PR firms can bring home the gold when the new business process is reasonable; even the firms that don't win the business can find the competition productive. Here
are some ideas to create a winning situation for both the client and the public relations firms.
Limit the Numbers
As the search begins, the client may want to speak to a number of firms to home in on the key attributes and skills needed for the assignment; then the field should be
narrowed. Inviting too many agencies to compete for business is too much of a good thing. Asking for credentials from a pool of firms should help a client limit the number of
firms for serious consideration. Three to five qualified firms is a reasonable number to seriously evaluate.
Give Good Direction
You've heard the expression "garbage in, garbage out." That saying is relevant when referring to new business briefings. The better the information the client provides, the
better the thinking will be from the agencies. It is useful for the PR firms to receive an agency brief which contains clear communications objectives, background research,
timetable and budget. Providing budget parameters - even a budget range - is very important. All this information will help the PR firm identify the right account team, or the
types of skills and experience that the account team will need to succeed. It will also help shape the firm's thinking about the challenge being presented by the client.
Don't Ask for the Moon
You have identified your short list of firms; you think they would all be good partners. How do you decide which is the right one for your current assignment? One way is to
challenge the firms to address a particular situation. The ideal "presentation" is an informal discussion with the proposed account team. Get comfortable with how they think and
their capabilities by posing three or four strategic questions to the account team. Let the firms know you don't expect an expensive, glitzy presentation. There's time for that
once the right firm is selected.
Time is Money
New business is an important part of a PR firm's growth and survival. The most reasonable clients appreciate the cost of new business - both staff time and non-reimbursable
expenses. By limiting the number of firms competing, the size and scope of the presentation and the length of time of the search, clients demonstrate a collaborative spirit,
important to the ultimate success of the client-agency relationship.
Become "The Best Client in Town"
PR agency executives want to please their clients. Good client relationships usually lead to the best work and successful, winning teams. Good clients are cherished by their PR
firms and they motivate their agency partners to work harder and smarter. Good clients share information, respect the agency's time and people; good agency executives do the same.
Good clients make decisions in a timely manner or keep the agency apprised of changing timetables. When it's appropriate they say "good job." PR firms want to work with good
clients, just as clients want good agencies on their business. In the right partnership, everyone wins.
A Client's Checklist
The Council of PR Firms recommends rating the following criteria during the review process:
- Responsiveness
- Enthusiasm about what they do
- Committment to excellence in client service
- Measurement protocols
- Client references
- Approach to financial account management
- Understanding of your industry
- Ability to meet all your needs
Kathy Cripps is president of the Council of Public Relations Firms, the industry trade organization representing PR firms throughout America. Check the Council's Web site (http://www.prfirms.org) for the "Find-A-Firm" section to help you identify member firms by size, geography, specialty or expertise. For more
information, call 877-PRFIRMS (877-773-4767).