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PR body calls for pitching reform

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By The Drum Team, Editorial

March 5, 2010 | 3 min read

The PRCA has called for improvements to the pitch process to reduce the number of hoops agencies have to jump through.

The trade body surveyed PR consultancy managing directors last week and many respondents felt too many agencies were being invited onto pitch lists. Almost half said they have seen pitch lists grow over the last twelve months.

The average number of agencies being asked to pitch is four, five or six according to 75% of respondents. The number of agencies a client should invite to pitch is three, according to 80% of those surveyed.

Other issues that should be addressed include no specified budgets, the increasing number and detail of prequalification questionnaires, short turnaround times and briefs not being signed off by the CEO.

Richard Ellis, communications director of the PRCA, said: “As the economy recovers we need to start to reverse some counter-productive trends that emerged over the last twelve months such as longer pitch lists, reverse auctions and briefs without budgets. Even in the short term these tactics end up providing poorer value for the client.

“These surveys provide the basis for a series of discussions where both sides can highlight their frustrations and share best practice. More open discussion will lead to better pitching.”

David Ding, the PRCA client services director, said it is too easy to ignore how much time and effort an agency invests in a pitch.

He said: "Even a simple pitch takes at least two and a half days' preparation. Clients should trust their instincts and use a ‘creds' stage to reduce the number of agencies on a pitch list.”

Frustrations with the pitch process are not the sole preserve of the PR industry. Last month Belgian ad agencies joined forces and held a 'virtual strike' (pictured) to express their dismay at the increasing number of agencies being invited to pitches.

PR survey summary:

IN YOUR EXPERIENCE, ON AVERAGE NUMBER HOW MANY AGENCIES ARE ASKED TO PITCH FOR A BRIEF?

3 - 19.61%

4 - 25.49%

5 - 29.41%

6 - 19.61%

7 - 1.96%

8 - 1.96%

9+ - 1.96%

HAS THE NUMBER OF AGENCIES ON PITCH LISTS CHANGED RELATIVE TO LAST YEAR?

Pitch lists have decreased in length - 3.92%

Pitch lists have increased in length - 49.02%

They haven't changed - 47.06%

WHAT IS THE OPTIMUM NUMBER OF AGENCIES CLIENTS SHOULD INCLUDE ON A PITCH LIST?

2 - 3.92%

3 - 80.39%

4 - 9.80%

5 - 3.92%

6 - 1.96%

HAVE YOU EVER BEEN ASKED TO PARTICIPATE IN A REVERSE AUCTION AS PART OF A PITCH?

No - 74.51%

Yes - 25.49%

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