I took part in a pitch recently where my 'clients to be' had no experience of PR or working with a PR agency. I desperately wanted to give them an 'A-Z of PR' session (to tell them what they can get from PR and what to expect from and ask of an agency) but I held back. Why? Because I didn't want to patronise them or make them feel small because it was so clear they were inexperienced.
Did I make the right decision? Should I have just thrown away my carefully crafted credentials presentation? In hindsight I think yes. It would have been much more useful for them to recognise the power of PR and what it could do for their business as well as understand how to vet an agency. I should have cast aside my desire to win the account (a very prestigious name) and spent some time helping them for the greater good of PR.
Instead I did a bit of a piecemeal job: A bit of education and a bit of selling. I KNOW we would look after them and do an excellent job. But (and this is the most important lesson I have learned from today) even if they did appoint us they will never know that we are the best unless a) they understand exactly what we do and how we can affect their business and b) that they made the decision to go with us based on informed evaluation.
So, I am resolved that the next time I am faced with a situation like this I swear I will close the lid of my laptop, stop and just take some time to explain. And if I get thrown out or if some snazzy agency comes in and wows them after my efforts, well so be it. What goes around comes around....
Comments