10/14/09 -- I somewhat hopefully yet warily took a call yesterday from an event producer who is bringing an interesting "show/act/event" to South Florida in the near future.
The potential "client" wanted some fairly standard media relations assistance: pre-event outreach to local media, news releases, assistance with a news conference, credentialing press at the event – standard stuff. I expect that this event will get a fair amount of coverage because it has good visuals and sex appeal. I wasn't expecting a pot of gold for the work, but I thought it would be a fun and profitable assignment.
And then I learned that the event guy wanted to receive these PR services at no charge. Yep, gratis. Like, you know, free. (And by the way, this organization is a for-profit entity, not a charity looking for pro bono support.)
After a deep breath, I explained that we are in the business of providing public relations services and that we are not interested in the project.
I was then told that there are two agencies in town that are considering it. I told him that I wasn't surprised – because I'm not.
The recession has caused all agencies to consider discounting fees and rates. It is a sign of the times, and clients caught-on to it a while back. Another PR agency head aptly told me a few months ago that clients want "twice the work at 1980s prices."
However, as far as I know, firms weren't giving their services away in the 1980s.
We are certainly in trying times when the PR profession and its clientele are perpetuating an era of mutual devaluation. Both sides deserve to be chastised.
Companies that expect PR services for free are essentially telling us that our services have no monetary worth. I think they also devalue their own brand in some ways by being cheap, greedy and foolish – all at the same time.
PR companies that take on such assignments? Well, I'm a gentleman so I will merely call them idiots.
The public relations profession is facing plenty of challenges right now, but to suggest that our services are without value is ridiculous.
--John
http://www.miamipublicrelations.com/
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