management, crisis communications, and investor
relations…it seems many people forget the main purpose
of PR. In many instances it seems as though media
relations and obtaining press coverage take a back seat
to other (more billable?) items. This trend has to stop.
A strong PR
strategy that garners attention and credibility has
tremendous value. In many cases, it makes the difference
between the success and failure of a firm. That said, it
is alarming what some PR firms are billing their
customers for these days.
It is as if
these firms have become quasi-law firms, finding marked
up billables in such items as phone conversations,
client meetings, voicemail messages and the like. In
fact, a PR firm should not be retained unless it is
generating relevant and valuable press coverage.
considering a PR strategy for your firm, you should make
media placements and targeted exposure your number one
priority. You will find that with a constant stream of
relevant (and positive) publicity, including speaking
engagements, interviews, and media articles, your need
for many of the supplemental services that companies
routinely bill for are simply unnecessary.