OPINION: Editorial - Getting more realistic through e-PR

Firefly has now joined the ranks of former hi-tech agencies seeking to redefine themselves while also ensuring their seat on the e-commerce bandwagon. The agency which now describes itself as an e-PR agency has put in place a management restructure which places heavy emphasis on e-commerce and .com clients. At the same time it has launched an extranet which will enable clients to log on to the system and access information about hours and account billing.

Firefly has now joined the ranks of former hi-tech agencies seeking

to redefine themselves while also ensuring their seat on the e-commerce

bandwagon. The agency which now describes itself as an e-PR agency has

put in place a management restructure which places heavy emphasis on

e-commerce and .com clients. At the same time it has launched an

extranet which will enable clients to log on to the system and access

information about hours and account billing.



The idea will no doubt catch on as a point of differentiation for

technology-led agencies. But more importantly the concept has the

potential to be applied to all areas of PR.



One of the key points raised by the first Best Practice work group was

the need for more accurate records of hours. All too often consultancies

commit themselves to unrealistic budgets which they find it is almost

impossible to readjust when they later prove inadequate.



This type of system could prove a valuable aid when it comes to

increasing budgets and fees in line with actual hours worked. A ’red

letter’ delivered on-line may well have more impact that the traditional

moan, alerting clients to the fact that their ’time’ is running out and

potentially injecting some realism into the budgeting process.



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