EDITORIAL: Don’t give in to bully boy tactics

The fact that the drop in profitability among PR agencies revealed by this year’s PRCA benchmarking survey is linked to the industry’s tendency to over-service will hardly surprise most practitioners. What is significant is the fact that 16 per cent of members have apparently resigned accounts because of client aggression towards staff. Both facts point to a chronic lack of confidence in the industry. The answer may not be as simple as that proposed this week by Trevor Beattie: to charge more (page 11).

The fact that the drop in profitability among PR agencies revealed

by this year’s PRCA benchmarking survey is linked to the industry’s

tendency to over-service will hardly surprise most practitioners. What

is significant is the fact that 16 per cent of members have apparently

resigned accounts because of client aggression towards staff. Both facts

point to a chronic lack of confidence in the industry. The answer may

not be as simple as that proposed this week by Trevor Beattie: to charge

more (page 11).



The fact that so many clients feel they can bully consultants and that

even more feel that they are entitled to consultancy services over and

above that which they have paid for, can only undermine the industry’s

claim to be a core business discipline. PR practitioners must have the

courage of their convictions.



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