Opinion: From our readers - Campaigns can't be reduced to a template

Your feature on Outsourcing (Features, 6 March) caused much surprise here.

While the idea of outsourcing the 'back office account servicing hub' initially sounds like a fine idea, there are very few activities in PR that fall into this category.

It is particularly unusual to hear content writing and campaign analysis classed as low-value work. To produce case studies and white papers to a formulaic pattern, written by people with no connection to a client or their audience, seems to indicate a very low expectation of anyone actually reading them.

Agencies open local offices in different territories with good reason. Effective campaigns depend heavily on the 'relations' part of PR, and to believe that a large chunk of this can be reduced to a neat template is at best optimistic. At worst it is a shocking waste of clients' budgets.

Xanthe Vaughan Williams, director, Fourth Day PR

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