Report backs best practice for pitch successes

PR agencies can boost their income by 20 per cent by adopting best practices in new business pitches, according to a new report.

PR agencies can boost their income by 20 per cent by adopting best

practices in new business pitches, according to a new report.



The research, led by IPR fellow Colin Coulson-Thomas, reveals that

almost 60 per cent of agencies win fewer than half their pitches and

identifies a group of ’superbidders’ - just over six per cent - who win

over three-quarters of pitches.



Successful agencies are better at attracting invitations to pitch

because of their strength in three key areas, says the report. These are

the quality and experience of employees, the agency’s image and

reputation and its relationships with existing clients.



The research also highlights essential factors in success at pitch

level.



Agencies that generate new ideas for the client, communicate the nature

of their expertise and provide references from other clients are more

likely to be successful.



Importantly, it also reveals that the average new business contract for

nearly half of those surveyed is under pounds 50,000.



The research is based on a survey of 82 agencies. It was undertaken by

Luton University’s National Centre for Competitiveness, where

Coulson-Thomas is a professor, and Policy Publications.



The report compared results from agencies that win over half their

pitches with those that win less than half, and conducted interviews to

discover the reasons why. The 120-page report features six independent

case studies, including PR agencies QBO and Marketforce.



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