The chief executive of a dot.com start-up has announced he will pay
PR companies to pitch for the company’s PR account.
Nick Barron, chief executive of e-announce.co.uk, has had initial
meetings with four agencies for what he described as a ’chemistry
He will select two agencies to develop ideas on PR strategy and even
advise on setting PR budgets, instead of a formal pitch, which Barron
says ’is time-consuming, expensive and incredibly draining’.
One agency will eventually be retained, but Barron says: ’Whatever
happens, we would remunerate the agency which doesn’t end up working
with us in the long term.’
Barron, who has a background in advertising, says the level of
remuneration will be set with the help of the agency.
Adrian Wheeler, chief executive of GCI which has been in talks with
e-announce said: ’I think it’s the way of the future, and if the PRCA
has anything to do with it, it will be the near future, not the
He added that it was likely that Barron would get much more work and
commitment from his PR agency.
E-announce is an on-line births, deaths and marriages announcement web
site. Barron was inspired to create the site following the death of his
father last year, and the difficulty in notifying relatives spread
throughout the world.