In a positive way, it highlighted the need for the industry to understand that procurement of PR should not necessarily be viewed as a means of driving down costs, but as a way for the client to see the value they are getting.
I agree that PR practitioners need to be more open to procurement and believe that the process could be made easier through the education of us, the client, and procurement personnel and by having open and honest discussions around costs.
The CIPR published a guide to Professional Purchasing in PR in 2006 and to help the industry deliver best value, we have begun working with the PRCA, CIPS and COI on revising this guidance.
All involved in this process hope to produce best practice that will contribute to a sustainable, profitable (in all senses of the word?) future for the profession.
Tom Wells, chair of the Joint Industry Procurement Panel
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