BOSTON: PR firms have lamented that staff cuts in the marketing units of prospects and clients make it tough to create and maintain relationships.
One agency, The Castle Group, aims to help companies regain marketing firepower without making a huge investment in personnel. The firm has launched "CMO on Call, a new program designed to match skilled marketing freelancers with organizations that have either scaled back or do not have an in-house marketing team.
Sandy Lish, the firm's cofounder and principal, says these companies do not have the resources to make decisions about broad marketing programs, including PR.
At the same time, the firm has already built a roster of unemployed and freelance marketing pros with experience that is not being tapped. "We know how critical that CMO role is, Lish said. "If a company needs somebody to be the marketing person, and has the potential to tell a great story, we can provide them with someone to use."
The Castle Group manages the relationship much like an employment agency.
But the firm is keen to expand its involvement once marketing programs get off the ground.
"If we have someone who knows what they're doing, and we can make decisions in lockstep with them, that's better for us, Lish said.