NEWS: Irish PRCA to introduce pay for pitches system

The Public Relations Consultants Assocation Ireland is asking clients to pay for creative pitches in a new set of guidelines issued this month.

The Public Relations Consultants Assocation Ireland is asking clients to

pay for creative pitches in a new set of guidelines issued this month.



According to the new rules, the PRCA Ireland’s 32 members - representing

some 90 per cent of the consultancy business - will provide a general

credentials presentation free but will charge for the submission of

creative proposals unless they get the business. In addition the

association recommends that the number of firms asked to make a creative

pitch be restricted to three.



PRCA chairman Noel Gilmore said the intention was to educate clients

rather than be confrontational. ‘There are quite a few people now

responsible for PR, whether in companies or in government departments

who are not familiar with PR,’ he said.



The move was prompted by the results of a survey of PRCA members which

found that 90 per cent believed that the study of agency credentials,

track record and areas of experience was sufficient for a client to make

a selection.



In the majority of pitches last year, however, they were asked to come

up with full creative proposals. According to Gilmore there was ‘no

attempt made to establish track record, or particular expertise’.



‘It’s a substantial commitment in research and time and we feel

potential clients should demonstrate their commitment by paying for it,’

added Gilmore.



He estimated the average fee for a creative proposal would be between

Irpounds 750 and Irpounds 1,000 ‘depending on the amount of research

involved’.



PRCA members are being asked to incorporate the guidelines in their

presentation documents. The association will also approach clients

itself when it hears about ‘substantial pitches’.



Asked if PRCA members who provided creative work without charging for it

would face disciplinary action, Gilmore said: ‘It is not our intention

to police or impose this on individual PR firms but we believe they will

see the merits in it for themselves’.



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