NEWS: PRCA proposes pitch process reforms

The Public Relations and Communications Association (PRCA) has proposed new industry guidelines aimed at improving the new business pitch process in public relations.

“The new business pitch process is the lifeblood of the public relations industry, but agencies and clients alike have long been frustrated with it,” said Richard Fernandez, PRCA Director of External and Public Affairs. “It’s essential that we approach the process in a way that ensures fairness, efficiency, and respect for all participants. The PRCA Pitch Forward Principles of Best Practice will help both clients and agencies navigate the process with transparency and integrity, and take a fresh approach to building lasting, successful partnerships.”

PR agencies and clients can sign up to the new principles at PRCA’s website, and clients using PRCA’s Matchmaker service will be expected to do so.

PRCA will now develop resources to support the principles.

“Procurement is one of the sector’s biggest pain points right now. These best practice principles have been developed to reflect our members’ feedback and to address this issue,” said Sarah Waddington CBE, PRCA Interim Chief Executive. “The next stage of activity is to work with business membership organisations and other partners to ensure these are adopted widely so we change practice for the better.”

Below is a summary of the Pitch Forward principles:

Only run a pitch process if your organisation is agreed that:

• You have clear objectives
• You have an agreed budget
• You understand the potential of PR services for your organisation
• All the agencies involved will have an equal chance of winning the work.

If the answer is no to any of the above, informal conversations may be more appropriate.

Some additional guidelines include:

• All agencies have a reasonable chance of winning the work
• Incumbents included only if they have an equal chance of success
• The client agrees its budget beforehand and makes this, and its willingness for the brief to be challenged, known
• The work involved in pitching is commensurate with the potential contract
• Creative ideas presented by an agency remain the agency’s intellectual property and won’t be used by the client without specific payment
• Decision makers at the client attend and take part in meetings
• Objectives, budget, timetable and the decision-making process (including the involvement of all relevant stakeholders) are all agreed before a client starts the process
• Clients are open about the criteria being used when making a decision
• No ghosting. Unsuccessful agencies are always notified and clear feedback always given

The full set of principles can be downloaded here.

https://www.flipsnack.com/prcauk/prca-pitch-forward-best-practice-a-fresh-approach/full-view.html

Agencies and clients can pledge their support by emailing Debbie.little@prca.global.

Written by: Editor