Letter - How to make tech PR rankings interesting

Another year of willy waving on the ranking of tech PR companies and their trophy clients (PRWeek, 18 May). It would have been more interesting to have an analysis of these figures. What is the ratio of consultancy to mark-up? What does a client get for its additional £5k-£10k a month spent on top of a retainer? Or even to have heard from a few clients.

We also hear the old journo versus PR lines again and again. When so many of the tech journalists are taking corporate assignments from PR companies, isn't time that (like MPs) they declared their hand and possibly their allegiances?

We need metrics that demonstrate some ROI and give clients - especially smaller tech companies - an accurate idea of the most effective ways to increase market share.

Rachel Holdsworth, director, Holdsworth Associates.

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