Companies are often disillusioned by their PR companies because they are sold the service by the showboating of one or two people of ability in the company, then spend the rest of the year pulling their hair out because they have to deal with the juniors on an account who have no real understanding of their client's needs or how to maximize publicity.
Before employing a new consultancy, companies should assess the depth of the abilities of the team allocated to an account and find out just who will be doing what on the account.
This will take the 'aargh' out of PR.
Many consultancies have no depth to their teams and therefore offer a poor service. He advises companies to see what kind of work experience each and every member of the team has to fully appreciate the quality of a consultancy.
It's part of the reason why PR and communications consultancies come in for a lot of stick. But companies should take some of the responsibility for checking out a consultancy - just as they would any other vendor.
