Re: UKNM: PR Agencies

[Graham Goodkind]

We've just been through the appointment of a PR agency at Funmail.  One of

the agencies who pitched to us were Joe Public.  We were impressed and they

are definitely worth seeing (although they weren't quite right for us).


Having spent 10 years in public relations, most recently running Lynne

Franks PR, my advice would be for companies in the new media industry to

think outside of the box a bit in terms of their pr requirements.  Agencies

'specialising' in new media tend to possess expertise within a relatively

narrow spectrum of media.  If your target audience is a predominantly techy

one then these sorts of agencies are perfect.


If your target audience is the wider consumer arena, then I would advise you

to think of agencies who have bigger brand expertise (contact the IPR -

Institute of Public Relations, or PRCA - Public Relations Consultants

Association, for recommendations).  They might not be as expert in the

technology side of things but they will be able to get your messages across

to a much bigger audience.  You will have to invest more time getting them

up to speed but it will be well worth it for the significantly higher levels

of awareness you will generate.


I've always believed that pr agencies should be experts at communicating and

getting pr coverage.  It is the clients responsibility, in this case, to be

the experts in new media. 


A learning from many other industry sectors is that clients often employ a

pr agency to handle their own industry media and another who targets the

broader consumer marketplace.



Graham Goodkind

Joint Managing Director

Funmail

grahamfunmail [dot] co [dot] uk

----------

>

From: manoupostmaster [dot] co [dot] uk

>

To: uk-netmarketingchinwag [dot] com

>Subject: UKNM: PR Agencies

>Date: Tue, Feb 16, 1999, 6:05 pm

>


>Folks;

>

>I know we talked about PR agencies a while ago and I actually did contact

>some of the firms suggested.  We have narrowed our search to 4 companies

>and wanted to see what sort of response UKNM participants may have.  Keep

>in mind we are interested also in media buying as well as expertise in new

>media marketing and PR.  The four are; (in our current order of preference)

>Nelson Bostock, Flapjack, Midnight, PBC.  We are interested in Gnash and

>Joe Public, but have yet to meet them or receive a proposal, what is the

>general consensus on them?  I look forward to your reply.

>

>Manou Marzban

>Director of Marketing - BiblioTech

>0171 460 4647

>

email: manoupostmaster [dot] co [dot] uk

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