“Who does a CEO call first in crisis? Now it’s the PR” (Evening Standard 15th March 2010)

This article highlights the renaissance of the PR industry as it has bucked the trend of depleted budgets and spending during the recession. Chime Communications has recently unveiled a 15% increase in profits and Martin Sorrell concurs with the uplift, emphasising the rise in financial importance of his portfolio of PR agencies.

Undoubtedly, there has been, as the article explains, an increase in the importance of PR for corporations and high-profile individuals. Danny Rogers of PR Week (as he should) believes the discipline has “moved up the food chain” over the past 5 years. We would agree. Ten years ago, a high proportion of the Alchemis client base consisted of PR agencies of varying size, stature and sector experience. Since then we have seen a marked dip in the number of clients in this industry, and it has been a much smaller proportion of our turnover for some time. Whereas we used to work in financial, corporate, technology, manufacturing and pharmaceutical markets, more recent PR clients have been consumer focused and even here, it has been a tough environment to be working and driving business development. However, I believe the recession has helped the PR industry. Agencies are often viewed as a cost effective alternative to advertising and we have seen this, with several PR clients in varying markets enjoying successful new business campaigns over the past 12 months.

This perceived cost benefit is just one side of the coin. More importantly, corporate reputations are far more fragile with the rise of the internet, digital media and almost instant worldwide coverage. PR agencies have adapted in recent years to embrace a digital offer. Whilst a reputation can be damaged at the click of a mouse button, they can also be protected and enhanced. PR agencies that will survive and thrive will understand the importance of the digital space and be equipped to use it to good effect for their clients.

What is very interesting from a new business agency perspective is the identification that, despite prominent PR agencies being full of talent, the power and hence profits remain with the founders. This, Rogers believes, will result in the emergence of many breakaway agencies. I believe that this has always been the case to a degree as we have worked with many PR agency start-ups utilising that “big agency” experience as a key selling point. Additional agencies entering the market should only be positive news for a specialist business development agency such as Alchemis. We have always built strong relationships with PR people who tend to be extremely loyal taking us from agency to agency throughout their careers. The offers are diverse and the very nature of the discipline lends itself to more in-depth, engaging and interesting conversations for our New Business Managers. Not every sales person “gets” how to sell PR as it is not as tangible or quantifiable as other disciplines, but we have a real heritage in the area and a bank of highly capable people ready to fill a PR gap in their client portfolios.

The election campaign is gathering momentum and the Tories have shown their campaign intent (following the poorly received airbrushed posters) by hiring M&C Saatchi to work alongside their main agency, Euro RSCG and going head to head with Labour’s Saatchi & Saatchi.

In the article “Time for some brutal simplicity in election fight” Gideon Spanier reaffirms this deliberate act of campaigning aggression from the Conservative party, with M&C stating that they want to “tear lumps out of the Prime Minister”.

This is standard campaign bravado, but the interesting question raised is how the election will be fought and won. Martin Sorrell highlights the importance of an integrated campaign as the key to Obama’s election success in the US, getting the same message across online, outdoor and on TV. Spanier highlights the relevant benefits of each, with outdoor/TV advertising as well as television appearances remaining a big influence.

For me, the interesting aspect will be how each party embrace the internet. Over the past four years, the rise of digital, multi-channel and social media give a new edge to the election battle, providing wider access to different voting demographics.

Used well, digital communications could unlock a bank of voters who may otherwise not see or hear key messages, but used badly, the internet and social platforms allow for immediate mocking and spoofing of campaign images and messages (as happened with Cameron’s “we can’t go on like this” campaign). Not only is this a fascinating area for the current election, but a successful digital strategy to a younger audience could also be achieving party support and advocacy for the future from those unable to vote in this election.

We’ll leave the campaigning to the experts, but at Alchemis we will be following the party activity closely over the coming months and commenting through our blog. Any outside views and opinions would be welcomed.

The article “Brush up on your email etiquette” (Evening Standard, 15th Feb 2010) covered the subject of unanswered emails and voicemail messages. The author, Philip Delves Broughton, relates the subject to job-hunters, entrepreneurs, and most importantly business development and sales.

You have met a prospect, established a strong rapport, and they have promised you a crack of the whip at the next appropriate brief/project/pitch.

You have followed up on that meeting with an email or left a voicemail, but………………..silence. Delves Broughton poses the point and the question that “the unanswered message is a curse. What are you meant to do?”

The truth is that there is no right answer to this. There are a number of differing articles relating to this subject and average “touch points” between initial contact and securing business vary from 5-15. It is dependent on so many variables such as company size, industry, offer, right down to the personality and working practices and preferences of the individual prospect.

Some would prefer an email and some a call. Some won’t mind multiple calls and some will. However, that follow up strategy is one of the mystical keys to winning new business and is dependent on a number of factors. What was the opportunity time frame? What was the type of opportunity (brief/roster review/formal pitch)? However, most importantly, what was agreed with the prospect at the meeting?

This last point is paramount and if there is a “golden rule” of a cold approach new business program, this is it. The follow up process must be driven by the prospect. Whether your lead pipeline is generated in-house, outsourced to an agency or the prospect has contacted you directly, never leave a meeting without agreeing the next steps. Once this is agreed, a bespoke strategy for each prospect can be formed.

The article suggests a follow up email and phone call soon after the meeting. I don’t disagree with this, but it then goes on to suggest that once this is done, the ball is in the prospect’s court and if they do not respond, it is because they are busy or have no interest. This, I strongly disagree with.

Prospects are busy, but you have to break through that barrier. If they are not interested, we want to know and rule them out. If they are too busy, fine, but we want to agree a new appropriate time with them. Of course, there is a balancing act between a professional approach and being a nuisance. However, it is a competitive world and you will not be the only potential supplier vying for attention. However, you must make sure that your message is the one that stands out. You can only do this by communicating with them. Newsletters, relevant emails and new case studies are all soft methods our clients use, but there is no substitute for speaking to these potential clients.

Once you have agreed when to get back in touch, make sure you diarise that communication. We know, that for the owner of a busy, time poor marketing agency, that is easier said than done. This is where a professional new business agency can help. Generating fresh appointments is only part of any effective campaign. It is clearly in our interest to see those meetings through to the most positive conclusion as our real margins come in retaining clients and that can only be done through generating ROI. That is why it is in our interest to drive the follow up process. We know you are busy and we know that it could take multiple calls to contact that prospect. We have the systems, processes, skills, and above all, time to make sure that happens, so utilise your agency. It will pay dividends.

As a sign off to all of this, don’t take things personally. In the 11 years I have been in business development, the world is becoming a tougher, busier, noisier and dare I say it ruder place. People forget about emails and voicemails almost as soon as they are picked up. It is nothing against you personally, but don’t assume someone is not interested from his or her silence. Take the time or use the resources available to you to be “politely persistent”.