IS YOUR 'INDUSTRY SPECIALIST' PR CONSULTANT DOING YOU DAMAGE?
Many PR companies promote the fact that they only specialise in one particular industry. While this has many benefits, including good industry knowledge and relevant media contacts, it does pose a danger if the PR company takes on clients that are in direct competition.
For instance, if your industry is fashion and you predominantly sell jewellery, and the PR company you select currently services a jeweller, they should refuse to accept your account (or you should refuse to sign with them!).
The problem comes down to pure ethics. If a PR consultant has two clients in the same market, and a relevant journalist contacts them – which client does she put forward? Also, how do you share ‘inside’ business information with your PR consultant (which you should be doing to help maximise PR opportunities) if you know she has the same, close contact with one of your competitors. This situation simply can’t work effectively and doesn’t get the best results for you.
The ideal situation sits somewhere in between. It’s great to have a PR company that works (or has worked) in your industry before – as they will understand the challenges you face and what media targets work best – but your PR firm should not be servicing a client that competes with your interests. Your PR firm should also state in their agreement letter that all communication and information with you remains confidential, now and in the future, unless written permission is provided allowing them to do otherwise.
