Clients should be getting more for their money

There is a big problem in client/agency relationships which prevents clients getting the most for their money

The problem is that clients treat agencies like input/output publicity machines. The client supplies the agency with information about what they're up to, then expects the agency to magic up some great press hits.

Would clients treat other consultants like that?

PR agencies, for the best part, are PR experts. They know what will and what wont generate publicity. Most importantly, they can give great advice on the most PR-able actions a client can take. Sure some agencies can be creative and get relatively dull news some press coverage, but this is a waste of hours which could be spent hitting bigger fry.

It's not a secret that PR isn't what it was. The hard line consultancy gig has been eroded by a twenty year wave of femininity. This is never more clearly reflected that in the gender ratio of PR courses. But PR still retains a hardcore consultant element to it.

PR representatives should be in the meetings where decisions are made. It's their advice which should be sought right along with the law, finance, senior management and other departments.

It's a Utopian thought. Few companies will put PR at the heart of what they do. But it would save those at the end of the line, yes you frustrated Account Executives, pitching dull events to bored editors.