Every once in a while, I’ll get a request from a potential client asking if my PR agency would work off a performance-based structure.
In theory, a performance-based model sounds like a great idea. The client doesn’t pay for anything unless the PR agency succeeds. Of course, as most entrepreneurs quickly learn, if any deal is too one-sided, you run out of money.
There are many components behind a successful PR campaign: strategy, research, critical thinking, creativity, contacts and execution. All of these components require time and money. A successful strategy isn’t whipped together on a napkin, and media contacts aren’t on speed dial. (OK, maybe some are, but not when you scale a story to other markets).
Someone has to research those media outlets and pitch the story to those reporters. And if you’re going to succeed with that story, you'd better have an editorial angle that is well researched and supported by facts. You can't wing it with reporters over the phone because you only get one chance to sell it.
From my perspective — and I’m basing this on my time as an executive producer with NBC — experience plays the biggest factor behind any successful media campaign. It’s also the most expensive. How much is my experience worth at NBC and CBS when I approved story ideas from reporters, publicists and reporters?
