PRCA aids cross-sector guide on pitching

The Public Relations Consultants Association has collaborated with marketers and advertisers to help create the first cross-sector guidelines on the pitching process.

This is the first time the PRCA has joined the marketing and ad sectors' trade groups to help compile their guide, first published six years ago by the Institute of Practitioners in Advertising, Incorporated Society of British Advertisers and the Direct Marketing Association.

The guide offers advice on issues surrounding a pitch, including structuring the process, recommended numbers for shortlists and fees.

According to PRCA director-general Flora Hamilton, the guide is crucial to creating 'uniformity' across pitch processes so all parties are aware of best practice.

She said: 'The agency appointment and review process has long been viewed as a complicated, mysterious and sometimes difficult task among our customer markets.

'This guide provides a dependable template that will provide quick, effective decision-making and ensure best practice on both sides of the relationship,' she added.

The guide also offers advice to ensure clients are not caught up in a legal tussle with agencies. It warns clients to pay attention to contracts with incumbents, in particular notice periods and compensation for termination of contract.

Promotion of the PRCA's backing of the guide is one of the first tasks of director of comms Martin Cairns, who joined last month.

He is the first comms director for the PRCA and handles all stakeholder, member and media relations. PR was previously lead by media director Wendy Richmond.

The guide, which was launched earlier this week, is available online at www. ipa.co.uk/aboutmembers/TheGuide.html.

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