Pitch procedure is 'flawed' within technology PR

Technology PR Services poll shows more than one in three agencies are unhappy with pitches.

Top brief: Hewlitt-Packard
Top brief: Hewlitt-Packard

More than one third of agencies operating in the technology sector are frustrated by 'seriously flawed' pitching practices, according to new research.

Twenty-seven of the 73 tech agencies surveyed by Technology PR Services believed that briefing documents were below standard.

Meanwhile, 20 per cent said the pitch process itself was 'not very good' or 'poor'.

These factors appear to be contributing to delays in PR campaigns when agencies are eventually appointed.

More than one third of respondents claimed that where the PR brief had been inadequate, it had taken one to two months to uncover the true brief.

Chris Wilson, MD of Technology PR Services, said: 'A poorly run PR pitch doesn't just cause annoyance to the affected agencies; it also means clients are not giving themselves the best opportunity to find the appropriate agency for their specific needs.'

He added: 'It's a crazy situation. There are delays after the client has started paying fees. The cost in terms of wasted PR fees must add up to hundreds of thousands of pounds across the industry.'

But Brands2Life director of marketing Bryan Taylor denied 'vague' briefs were a cause for concern.

'I think it's lazy of people to say that briefs are poor,' he said. 'In the case of one of our biggest wins of the year to date, the client purposely gave us a vague brief because it wanted us to demonstrate how well we understood the business from a standing start. Big agencies should be prepared.'

Another bugbear identified by the survey included 'ghost pitches', where no appointment was ever made.


July: Nokia

June: Sophos, Linkedin, Microsoft analyst relations, VMWare

May: Nikon, Telefonica

April: Microsoft mobile

March: LG Electronics, Logica, Microsoft consumer

February: Novell

January: HP Personal Systems Group

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