When you read something really worthwhile, it makes an impression that lasts a long time. During this slow month of August when the heat index in NYC is 105o F, and it seems that half the world is on vacation, I’ll take a summer break from Bridgebuzz Blog’s usual posts about PR strategies. I offer you instead some suggestions for excellent and relatively short reads that I’ve stumbled across lately. Since at least half of you must be lazing around on the beach or hiding out in the cool mountains (not that I’m jealous), you must have the time.Read More
When your company hires communications staff or an outside agency, are you getting communications professionals, communications consultants, or both?Read More
Our last blog post listed questions that an agency should ask a prospective client. This one will
focus on the opposite: what a company hiring a marcom or PR services agency should ask the
agencies they consider.
Top PR firms (those offering the highest quality service - size of the firm is not an indicator of quality!) ask their clients a lot of questions. That's the only way they can understand the best approaches to meeting their clients' PR goals.
Today’s blog post will focus on some of the questions a PR firm should be asking a client. First, though, I want to emphasize that no questions should be out of limits on either side. We ask our clients a ton of questions in order to do our jobs as well as possible, and we expect and encourage clients to ask us anything they want to know. Our next blog post will concentrate on what a client should ask a PR agency.Read More
Recently I read a post on David Fields’ blog, “Irresistible Consulting Moments,” with the headline “The Value Myth.” David is a consultant to consultants, helping them market themselves better and be more successful at selling their services. The gist of the blog post: there’s a pervasive myth in sales which trips up many sales people, that the most effective way to sell is to present the value of the product or service to a prospect. Actually, he said, the way to sell is to show potential clients what they’ll lose by not buying. What he wrote must have struck a chord with a lot of readers, since there were quite a few interesting comments at the end of his blog.
One comment that resonated with me was an explanation of the term RONI – “Return on Not Investing.”Read More
On behalf of public relations and marketing professionals everywhere, I want to register a complaint to the gods of the Internet. Enough is enough! With 500-1,000 emails a day, of which at least a third are spam, I spend an inordinate amount of time just managing our in-boxes. I imagine this is true for most of you, It's a wonder we have any time to actually read anymore. I always find it helpful when others recommend articles they’ve found helpful or interesting, or both. In that spirit, here’s my list of good reads from the month of May:Read More
A key agency-client relationship trend over the last decade has been a move away from agencies working ongoing with clients in retainer PR relationships, and towards project-based assignments. The way companies assign projects differs according to the company and the circumstances. Some companies use the same agency all year long and simply pay by project rather than paying an ongoing monthly fee Others use only one agency but don't work with the agency all year long - they may use internal staffing the rest of the time or simply have very small PR budgets. Still others use multiple agencies, for a variety of reasons.
In January, RSW/US, a lead generation and strategic business development group that supports marketing services firms, released the results of its 2016 RSW/US New Year Outlook Survey of senior-level marketers and marketing agency executives. The results show that among the top concerns of marketers is that their agencies lack deep understanding of their businesses, that they are weak on developing PR strategies and that there has been an erosion of value ofRead More
About a year ago, Bridge Global Strategies was acquired by integrated communications company Didit. The timing was good. There’s been a major shift in the PR agency world over the last five to 10 years towards multi-discipline communications, and Bridge wanted to be able to access more expertise in other communications disciplines, especially digital marketing, which Didit has. The driving factor in this shift has been the Internet, which has drastically changed the way the business world communicates.Read More
By Lucy Siegel
In Part 1 of this two-part post about how agencies charge for public relations services, I mentioned that I was conducting a survey of PR agencies to find out more about PR billing rates and practices. I’ve had a chance now to look at the results and will share some highlights in this post.Read More
Our clients fall into two main categories: startups and companies based overseas. Many executives we work with at client companies haven’t had much experience working with communications firms (or at least not with U.S. communications firms). As a result, they’re not sure what public relations services should cost in the U.S., and don’t know how fees are
derived or the different methods for charging. This two-part blog will provide information about the factors influencing the cost of PR, how rates are calculated and some data on typical rates.