Ugh, this. I actually work much more in B2C vs. B2B but the issue is the same....agencies are often afraid to ask the hard questions and do the upfront work necessary to be successful. I think they often get pressured by clients to get tactical (and get results) too quickly and while I respect the fact that we need to prove our worth and justify the cost of the investment, this is where I see major outages in PR programs. And if clients resist this part of the program...that's a red flag to me.
B2B Public Relations Is Evolving Too Slowly
Ugh, this. I actually work much more in B2C vs. B2B but the issue is the same....agencies are often afraid to ask the hard questions and do the upfront work necessary to be successful. I think they often get pressured by clients to get tactical (and get results) too quickly and while I respect the fact that we need to prove our worth and justify the cost of the investment, this is where I see major outages in PR programs. And if clients resist this part of the program...that's a red flag to me.