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Why So Many PR Consultants Fail

Guest post by: Harvey Farr

Article Overview: Some organizations dispose of PR consultants like they dispose used plastic bags. And who can blame them? Too many PR consultants fail in their representation of organizations because they simply won’t take the time or invest the energy to learn their industry. However, understanding a client’s industry is the key to successful PR.

Why So Many PR Consultants Fail

Studies have indicated that the average life of a PR firm representing a particular client is about a year. Often, it is less. I have personally known instances when it lasted a week. I know this because I get calls from frantic organizations that have a special event coming up, or a trade show or a conference or something newsworthy, and their PR firm simply can’t handle it. There are numerous reasons why so many PR firms fail so soon. A major reason is too many firms apply the same PR methods to all their clients regardless of the industry they are in. In other words, if a PR firm is hired by let’s say a bank, they will automatically do everything they do or did for their insurance company client. But a bank is not an insurance company. Whether it is a bank, insurance firm, law firm, nonprofit or whatever, every organization is in a specific industry category and if a PR firm is to do a good job for their client, the firm must understand the industry – what are its challenges, where is it headed, what makes it profitable, who is the competition and so forth. If a PR firm is to position and market an organization correctly, they must have a solid understanding not only of their client, but their client’s industry. That is why it is so important for an organization to make sure its PR firm knows their industry before engaging them. Have they represented similar organizations, and with what level of success? Does the PR firm automatically say you need a Facebook presence without even knowing anything about you? Perhaps you do, and it is likely you do, but without industry knowledge and a strategy, just doing the same things for everyone is hardly a recipe for PR success. A PR firm should be able to talk the lingo of its clients. It should know your business, or take the time to educate themselves. How can your PR firm represent you adequately if they don’t know your industry? It means understanding the marketplace you sell to, the economy in which you sell, regulations and other challenges. It benefits both the PR firm and the client when the firm is versed in their clients’ industry. The client gets an effective PR campaign, and the PR firm gets a long-term client.

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Article Tags: marketing, marketing firms, pr, pr firms, pr firms los angeles



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