Is Pay for Performance PR for Real?(2)
31 12 2009“When an agency is getting paid on a performance basis, it requires the agency to have a solid strategy, because their work and overhead are on the line with every client engagement,” she added. “The bottom line is that the agency ( Public Relations Melbourne ) needs to inherently understand what the news media wants in order to secure placement. If the agency doesn’t approach the news media with ideas and stories that are compelling for their readers, they won’t get the placement and won’t be able to serve their clients.”
Other criticisms revolve around how it is difficult to execute print media campaigns in the PFP model, because the size and scope of the print media is so varied. Friedman says one easy fix is to approach print campaigns with project fees, as opposed to fees for each placement.
A print campaign can be treated as a unity, a guarantee for impressions and traffic, said
. In this way, the depth and width of the print media can not deal with winding up very expensive if it really works
. If it’s not effective enough, the agency ( PR agency ) can always continue to work until the requisite impressions level has been reached.
The question remains as to whether it is less expensive than retainer firms.
There can be, but there are so many things about the cost, but value, said
. “By removing the adventure of a customer who needs consequences for the money they cost,PFP is far superior to the ‘best efforts’ agreements from retainer companies. Moreover, there is no time clock for a campaign PFP. So a six month engagement across all media can wind up costing thousands less per month than a retainer contract that doesn’t guarantee anything except that the agency ( Publicity PR ) will have the client’s money at the end of the month, regardless of the amount of media they generate.”
Categories : Uncategorized





