If we are talking about rewarding Media Relations success, how about a system where clients actually pay less the more the PR consultancy achieves (in quality not quantity).
Obviously, there would have to be a limit as we do not want to be paid Zero. But given Propeller provides PR for businesses with ideas, we would be happy to offer a discount to clients who help us publicise those ideas in top-level blue chip media, such as the FT, The Economist, Management Today, the Today programme, the Money Programme, PRWeek, etc.
If a client provides engaging spokespeople, interesting content and a marketable point of view (or allows us fashion these for them), they will see better quality results. At the same time, the work will be more enjoyable and rewarding for the team and showcase the agency at the top its game.
Managing client revenues in PR consultancies can be a balance between achieving fame, fun and funds. If a client helps us achieve more fame, while having some fun, we might be prepared to accept a (modest) reduction in funds.
- Martin Loat, MD, Propeller Group.