"Overservicing is finally under control," claims PRCA chief

PRCA director general Francis Ingham has welcomed a halt in the growth of overservicing evidenced by the trade body's latest quarterly survey.

Francis Ingham: Overservicing is the bane of our industry
Francis Ingham: Overservicing is the bane of our industry

According to the Q3 2014 PRCA Consultancy Barometer, 24 per cent of agencies reported a marginal decrease in overservicing while 24 per cent reported a marginal increase.

"Through good quarters and bad, the past five years have seen overservicing continue to increase. It’s been the bane of almost every agency – and more than that – of the wider industry, because it is ultimately destructive of PR as a whole, demeaning and devaluing it.

"So this barometer’s finding are as significant as they are welcome. Overservicing is finally under control."

The survey also found that a greater proportion of new business is coming from new clients than the same quarter last year – 74 per cent, which was up 25 percentage points on last year.

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