PRCA unveils new management framework to reform PR pitch process

The Public Relations and Communications Association (PRCA) has announced a comprehensive new management framework aimed at reforming the pitch process in the public relations industry, which has been described as "broken" due to issues like budget uncertainty and resource wastage. This initiative follows the findings of the Pitch Forward report released by the PRCA last year, emphasising the need for an overhaul of the procurement practices used by both agencies and clients.

Developed through collaboration and extensive research with industry professionals, the framework seeks to address the frequent frustrations expressed by agencies, which report being ensnared in a rigorous pitching cycle. Many agencies participate in an average of 14.4 pitches annually, with half of the agencies pitched to on a monthly basis and some even weekly. The financial burden is significant, with agencies investing an average of more than £7,000 per pitch, sometimes reaching up to £20,000. The standard pitch process typically extends over two to three months, with a win rate of roughly 33%.

The framework is encapsulated in the acronym FRESH, standing for Fair, Realistic, Ethical, Structured and with a Healthy conclusion. It outlines five steps that participants should adopt to create a more effective pitch process.

In remarks concerning the initiative, Sarah Waddington CBE, Interim CEO of PRCA, stated, "Procurement is one of the sector's biggest pain points right now. These best practice principles have been developed to reflect our members' feedback and to address this issue."

The framework lays out essential principles, beginning with the need for fairness in the pitching process. This includes pre-qualifying agencies to ensure only those with genuine potential are considered. It also advocates for limiting the number of agencies in final pitches to a maximum of three, alongside maintaining clear communication throughout every stage.

Realistic practices are also emphasised, advocating for transparent budget disclosures from the outset to help agencies tailor their proposals effectively. Agencies should be advised of their necessary commitments well in advance, ideally with three weeks preparation time provided to develop strategic responses.

Ethical principles focus on safeguarding agencies' intellectual property and encouraging genuine engagement between pitching teams and clients. It suggests that relevant team members from agencies should present their work, rather than just senior leadership, and prioritises face-to-face meetings to enhance relationships.

The framework also proposes a structured approach to define and agree on core parameters, such as objectives and timelines, ensuring that all stakeholders are fully engaged and that the decision-making process is well-communicated and transparent.

Finally, the Healthy conclusion principle aims to create a respectful closure to the pitch process, advocating for constructive feedback for unsuccessful agencies and timely confirmation for those selected, alongside rapid contract negotiations.

Debbie Little, Head of PRCA Matchmaker, remarked on the intention behind the framework, stating, “These principles reflect what agencies and clients have told us is important. We hope the resulting work will cut some of the waste from the current process and lead to closer business relationships.”

While the implementation of the FRESH framework is voluntary, the PRCA has indicated that it will promote its adoption within client procurement processes and consider integrating it into membership requirements. The PRCA posits that the framework stands to enhance the industry’s efficiency and ethical considerations, ultimately fostering more productive relationships between agencies and clients.