Is it just me, or is business picking up? Feels like the pipeline is chock-full of good leads lately (thus the recent paucity of posts).
What's kind of strange about this newbiz activity is the classification of leads as either RICH or POOR. The VPs of Marketing that we are talking to either have plenty of PR budget (which, for SHIFT, is in the $12 - 20K range), or, like, $5K.
One company called me to say that they were currently using a Big Firm (it's a name you'd know, a WPP subsidiary), but, "we are not getting our money's worth, for our $6K budget."
First off, why-oh-why do these Big Firms even bother to take on such paltry retainers? Are they THAT greedy that they wouldn't want a boutique agency to thrive?
Here's the thing: if a client only has $6K per month to spend, that's a lot of money to that client. It is not a lot of money to a Big Firm.
Thus there is a disconnect between the expectations of the client and the capability & interest of the Big Firm. For the principals of the Big Firm to use their brand equity to lure-in a naive marketing exec is unconsionable.
"Work with us! For just $6K a month, you'll get the same team working on our MONSTER-SIZED account! Trust us, we're REALLY, REALLY interested in your company/technology/sector/whatever...we'll do a great job for you."
And then a year later, the poor marketing exec has little to show his/her CEO and has to explain how they pissed away their PR budget on the Big Firm, but, "may I have some more money, please?" It's silliness.
"I'm a PR Guy! I could Ruin you!"
OK, my PR brethren, I'm just curious: have you ever felt like using your powers for "evil?"
Ever wonder if a well-placed call to a reporter on your "friendly" list would right a wrong?
You know what I am talking about: you got shafted somewhere along the line, and doubly frustrated when trying to deal with the problem, and then wickedly pissed off (as we'd say in Boston) when your righteous indignation was met with petty insensitivity from the powers-that-be.
And you thought to yourself: "I'm a PR guy/gal. I think I could single-handedly ruin this company!" Images of a war-strewn media landscape fill your mind. Soon, every man, woman and child will curse the name of the corporate malfactor who peed in your proverbial oatmeal!
For example (were you waiting for this?) I've been seriously mucked-up by Alaska/Horizon Airlines more than once. Delays, incompetence, long lines - that "business traveler nightmare" scenario.
I found myself muttering, "I just might have to call my guy at the NY Times about a story on the rapidly declining quality of airline services...the story could start with a horrific example...like mine!"
Admit it, you've had those thoughts?! Maybe not about an airline, but maybe about your HMO? Or your hair stylist? But like me, you've slept on it and thought better of pursuing your quest for revenge. For now.
Ever wonder if a well-placed call to a reporter on your "friendly" list would right a wrong?
You know what I am talking about: you got shafted somewhere along the line, and doubly frustrated when trying to deal with the problem, and then wickedly pissed off (as we'd say in Boston) when your righteous indignation was met with petty insensitivity from the powers-that-be.
And you thought to yourself: "I'm a PR guy/gal. I think I could single-handedly ruin this company!" Images of a war-strewn media landscape fill your mind. Soon, every man, woman and child will curse the name of the corporate malfactor who peed in your proverbial oatmeal!
For example (were you waiting for this?) I've been seriously mucked-up by Alaska/Horizon Airlines more than once. Delays, incompetence, long lines - that "business traveler nightmare" scenario.
I found myself muttering, "I just might have to call my guy at the NY Times about a story on the rapidly declining quality of airline services...the story could start with a horrific example...like mine!"
Admit it, you've had those thoughts?! Maybe not about an airline, but maybe about your HMO? Or your hair stylist? But like me, you've slept on it and thought better of pursuing your quest for revenge. For now.
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