A report has shown that more than a third of PR agencies feel that clients are giving them vague or below standard briefing documents, which could lead to problems later on.
This appears to be rather a money-for-old-rope story about a problem that has been encountered within the PR industry for many years, the sort of thing often raked up by companies disgruntled over a lack of work or attempting to blame external factors rather than dealing with internal problems.
Rather than assuming that clients already know exactly what they want when issuing a brief, agencies need to understand that what they are being given is a good idea of what the client is looking for, but that they may need to offer the client support in order to fully flesh out the brief by making them more aware of the range of services and options available to them.
Agencies need to fully explore all available choices and resources with a client, taking more time during the initial consultation process in order to reduce the chances of problems arising later on. This is not a case of laziness or indecisiveness on the part of the client, more a case of the agency failing to see the gap in PR knowledge between the client and themselves.
Paul
hello@octopuspr.co.uk 
01785
229530 
