PRCA launches a 'FRESH' approach to the new business pitch process
The Public Relations and Communications Association (PRCA) today unveils its new industry guidelines aimed at improving the new business pitch process in public relations. The PRCA Pitch ForwardPrinciples of Best Practice are designed to ensure a more transparent, fair, and efficient process for both clients and agencies.
Research among agencies and clients conducted by the PRCA has revealed that successful pitch processes share certain common principles: they are fair, realistic, ethical, structured, and have a healthy conclusion. The PRCA is now encouraging clients and agencies alike to adopt these principles to foster stronger and more productive relationships.
“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.”
Debbie Little, Head of PRCA Matchmaker, is looking forward to implementing the principles. She said: “These principles reflect what agencies and clients have told us is important. We’d like to thank the hundreds of people who took part in our quantitative research, focus groups and roundtables, and who commented on the drafts. We hope the resulting work will cut some of the waste from the current process and lead to closer business relationships.”
The best practice principles can be downloaded from: 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
Summary of best practice:
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. PRCA can help support this work.
Pitching procedures should be Fair, Realistic, Ethical andStructured, with a Healthy conclusion (FRESH).
Fair
- All agencies have a reasonable chance of winning the work
- Incumbents included only if they have an equal chance of success
- No agencies included out of courtesy or to make up the numbers
- Agencies are informed if, mid-process, it’s clear they can’t win the work
- Agencies withdraw if they no longer want the work
- No more than 3 agencies in the final pitch stage
Realistic
- The client agrees its budget beforehand and makes this, and its willingness for the brief to be challenged, known
- The work involved to pitch is commensurate with the potential contract
- Adequate time for agencies to prepare for each stage (3 weeks minimum to respond to a brief)
- All agencies receive information at the same time and have equal time to respond to each stage
- Clients build in time to share internal feedback
- Adequate time is earmarked to provide constructive feedback to unsuccessful agencies
Ethical
- Creative ideas presented by an agency remain the agency’s intellectual property and won’t be used by the client without specific payment
- The agency is represented in meetings by the people who would be working on the account, including junior members of staff
- Decision makers at the client attend and take part in meetings
- Meetings take place face-to-face where possible; all attendees participate fully as appropriate
- During the process itself, agencies don’t use contacts at the client organisation to put pressure on decision-makers; agencies accept the client’s decision
- Agencies and clients are open about potential conflicts of interest or other relevant ethical policies
Structured
- Objectives, budget, timetable and the decision-making process (including the involvement of all relevant stakeholders) are all agreed before a client starts the process
- Everyone understands their role and commits to take the time needed to achieve a successful process
- Agencies are provided with all key dates, including when they can expect to hear about their progress
- Clients are open about the criteria being used when making a decision
Healthy conclusion
- No ghosting. Unsuccessful agencies are always notified and clear feedback always given
- The successful agency’s appointment is followed up in writing as soon as possible
- Contracts should be written and signed within two weeks of appointment so that work can commence
Find out more: https://www.prca.global/explore-pr/campaigns/prca-pitch-forward
