the front row the front row issue four aug 2013 Large PR Agencies Vs Boutique Agencies www.greenrow.co.uk Creative PR agency Large PR Agencies Vs Boutique Agencies the front row issue four aug 2013 Large PR Agencies Vs Boutique Agencies www.greenrow.co.uk Creative PR agency Large PR Agencies Vs Boutique Agencies The IPA Bellwether Survey for the first quarter of 2013 noted positive news for the PR World; in spite of the current economic climate, businesses are still dedicating a portion of their already stretched budgets to include PR. Whilst PR’s Advertising counterpart has more recently been subject to decline, business’s investment in Public Relations has seen a steady augmentation. This in all probability is due to PR’s long term effect on the enhancement of reputation. An agency aims to make a brand recognisable by seeding- first influencing those who influence the general population- the trade and consumer press, the bloggers, the tweeters- before evening targeting the mass consumer himself. The power that this type of reputation holds means that the choice of PR agency you make should not be a decision that is taken flippantly. So, should you go for a large PR agency or a smaller boutique? This insight piece will provide you with the essential PR knowledge you need in which to make a well informed decision- crucial to the longevity of your brand. Large agencies have for some time and still (at least for the moment) dominate the PR market. They’ve got the nationally acknowledged, well-established, financially sound clients who have budgets that extend through the roof (and often beyond). They become a business’s first choice when they consider working with PR agencies- a status symbol of the success of your own company. The draw of fancy pitches, huge PR stunts and the prospect of blue chip infamy are considerably hard to resist. But with a big firm, comes a big ole price-tag. This is all well and good when you have a large budget to play with, but smaller clients just don’t have this limitless supply of money. Often clients of this smaller size can find themselves pushed aside by these more profit- It is imperative that as technology and society evolves, a brand should too. able accounts, not ideal when you’re both paying (albeit not at the same rate) for a service. Conglomerates will tend to make large accounts a priority. These brands can use more of the company resources- people included, because they drive company revenue. Even if this isn’t the case, a conglomerate will charge you more 02. than a boutique agency would for a similar level of service. The cost difference can be attributed to overheads in a larger company. You’ll end up paying for the large office space, database costs, staff training, and excess expenses. Although you’ll receive a good service, you may not be receiving the full bang for your buck. Boutique agencies won’t have all the smoke and mirrors of a conglomerate. What they will provide you with is a service that is distributed more equally across all their clients. Unlike their larger counterparts, all the accounts on a smaller agencies books- independent of size, play a contributing factor in the running of a company. A smaller agency has scope to be more creative and will allow time for brainstorms that incorporate the whole team. A larger company may not be able to dedicate as much time to a smaller client. A boutique firm can produce the same quality of work as a conglomerate at the fraction of the price utilising the talents of the whole team without the enormous overheads. What a larger PR agency can give you however, is manpower. Boutique agencies may consist of only a handful of permanent employees and a few freelancers. London’s top PR Agency in contrast has over four hundred PR professionals. A workforce this large allows you far more choice and freedom in which to select the appropriate person in which to lead your campaign. The issue with working with a company of this size is that your workload will often be delegated to less senior members of staff, sometimes without your knowledge. At the initial pitch, companies will quite happily roll out the big guns; it’s the super slick top executives who pitch for the new business, but the juniors who pick up the majority of the workload in the end. Although a boutique agency will be small in number, the service that they’ll be able to offer you will be one that is far more personal. More than likely the person who pitches to you initially will be your direct contact throughout the project. The agency will be easily contactable and always prepared to deliver constant updates on the progress of a project. Furthermore, they truly get to know the brand and you the client, resulting in a tailored PR service that ensures your expectations are met, if not surpassed. It is clear to see that boutique agencies are fighting back against the larger PR agencies. As the PR industry grows the front row issue four aug 2013 Large PR Agencies Vs Boutique Agencies www.greenrow.co.uk Creative PR agency Large PR Agencies Vs Boutique Agencies you should be sure that you are making the right choice for your brand. Ultimately, what you should be looking for is an agency that really understands and has a vested interest in your brand itself- irrespective of size. Big Agency Status Symbol A big agency is a mark of your success. Think fancy pitches, flashy PR stunts and the prospect of blue chip infamy. Boutique Agency Bang for your buck Expect smaller overheads, less employees, but an equal level of service. Big Firm, Big Price Tag That large office space, those database costs, smoke and mirrors? Nice to look at, not so nice to be charged for. Client, who? Try not to feel lost amongst the more profitable clients. Does your agency know your brand? Bespoke Treatment They’ll know the brand, they’ll know you, and they’ll know your aims. Meaningful Relationship The person at the pitch is the person running your campaign. Your baby will be their baby. Expect results, they have a vested interest. Green Row is a creative PR agency. All of our campaigns are individually tailored to meet the needs and business objectives of our clients. We don’t recycle ideas, we don’t have set campaigns that we pull out, each and every creative campaign that we produce is unique and individual. We have a deep understanding of consumer buying habits and take time to research our clients’ target markets. From event organising to managing a crisis to having a conversation with a journalist, our team is expert in communication. Based in London our clients span the globe and so does the work that we do for them. 03.
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