Executive Media
Public Affairs Public Relations
Oct 2011
What's a first-year flack worth?
10/26/11 10:23 AM Filed in: Public relations
Here, you get what you pay for
A recent article in the Wall Street Journal described the backlash by clients against law firms that charge three-digit hourly fees for work by new, green lawyers. That kind of billing can happen in all sorts of firms.
As owner of a public affairs public relations agency, I prefer working with practitioners that have experience in media, politics or government. That’s basic training. The only entry-level help we have around here is my dog. The last time I asked him to fax something, he indicated that wasn’t his job. He was correct.
At Executive Media, we bill clients for hours worked by qualified professionals. In this business, more technology means less clerical work: data entry, copying, collating, mailing and the like. We take advantage of that trend. We believe clients appreciate our efficiency and our focus on strategy, counseling, writing and editing.
Some law firms in the Wall Street Journal article contract out low-level work. We do that, too. We also contract out specialized work to experienced professionals. We don’t bill our clients to train staff for a one-time task.
We’ve said before that the nature of the public relations business has changed dramatically. We believe our clients’ costs should reflect those changes.
A recent article in the Wall Street Journal described the backlash by clients against law firms that charge three-digit hourly fees for work by new, green lawyers. That kind of billing can happen in all sorts of firms.
As owner of a public affairs public relations agency, I prefer working with practitioners that have experience in media, politics or government. That’s basic training. The only entry-level help we have around here is my dog. The last time I asked him to fax something, he indicated that wasn’t his job. He was correct.
At Executive Media, we bill clients for hours worked by qualified professionals. In this business, more technology means less clerical work: data entry, copying, collating, mailing and the like. We take advantage of that trend. We believe clients appreciate our efficiency and our focus on strategy, counseling, writing and editing.
Some law firms in the Wall Street Journal article contract out low-level work. We do that, too. We also contract out specialized work to experienced professionals. We don’t bill our clients to train staff for a one-time task.
We’ve said before that the nature of the public relations business has changed dramatically. We believe our clients’ costs should reflect those changes.
Media Tip
10/03/11 01:56 PM
Relate to media
That was before layoffs, furloughs and online comment blogs.
Now, reporters approach their desks with a eyes out for security guards ready to escort them out the door or a memo saying not to work next week. Their stories are tagged by comments ranging from uncomprehending to vicious. As a public relations consultant, I advise clients not to read what knuckleheads write. I’d do the same if I were a newsroom psychologist. Better to believe someone out there values you.
We used to counsel clients not to routinely praise reporters. We thought it would make the reporters wary and feel co-opted. Like much about media relations, that’s no longer great advice.
Now we suggest that if you like a story – especially if it’s not about you – shoot an email to the reporter saying what you think. You’ll get a reputation as a reader and a non-knucklehead. That can be helpful when the story is about you.