Business is not unlike dating. It’s an analogy that we can all relate to. The awkwardness, the rush, the excitement, etc. Sound familiar? It’s not unlike business, not unlike your first sales call, closing your first deal, and getting t…

Take the consumer products company that wants a mention on Oprah — it’s ridiculous for them to try and tackle something like that without professional counsel because there are agencies that have been through that particular wringer before and, to your point, have the relationships that can make a huge difference.

Now, let’s look at a different example: An industrial manufacturer. They sell arcane, nearly commoditized products through a network of sales reps and independent distributors, and when they do bother to do PR, the stuff is usually run verbatim (or nearly so) as product news in trade pubs. An in-house person is going to be much, much more effective in a situation like that for a couple of reasons:

* They wouldn’t need a learning curve for determining what does and doesn’t matter in the industry; and

* The quality of relationships with reporters and editors matters a lot less.

Best of luck with your endeavors!

Thanks for your insights. Just to clarify, we actually were a digital marketing agency before this new direction. The TC article was slightly inaccurate with those details. We had worked on about ten web 2.0 applications for clients and ourselves before the switch, so we are well versed with the process.

We also already had a team of designers, marketers and business professionals to take on the job. So the transition was actually easier than you might have thought.

However, much like a PR agency, we were always pitching services, writing long proposals, customizing everything. I have to say, the product based approach is a nice change as is defining prices and timelines ahead of time.

I am having a difficult time finding your latest Blog entry. Your standpoint on client ROI vis-a-vis public relations as a business profession (same as accounting not same as “The World’s Oldest Profession”) leads me to expect you have plenty to say on this cantankerous subject - including how awards are earned, if “earnings” are indeed involved in the award criteria.

I have heard the buzz in the USA over the development of a PR ROI using financial measures for the last several years even from here in Eastern Europe. Your experience at the senior levels of marketing in America, may have privileged you to Marketing’s ROI calculations. (Have you read Jim Lenskold’s excellent book on the subject?)

Your thoughts and comments on the subject would certainly be of interest to me, as you have stood on both sides of the organisational power line: artistic communications technician and pragmatic communications businessperson.

I am new to Blogs so forgive me if I have missed the latest Blog entry button. I will look through your categories.

Regards,
Richard Whipple

Why is the only visual I’m getting in my head that of Gordon Gekko, wandering around his office talking to the air in a very authoritative voice?

The rationale is that your messages will flow more freely, and your personality will be better reflected in the tone of your voice.
– Mike