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.
