In the down-to-business 1990s, U.S. corporations more than anything want a consistent level of professional service from the PR firms they employ. Just released survey results from consulting firm Thomas L. Harris & Co., Highland Park, Ill., show that service, rather than PR smarts, are what keep them satisfied.
"Meeting deadlines/keeping promises" ranked as the most important criteria for judging firms with which organizations work. It was selected as "extremely important" by 68 percent of the more than 2,000 corporations and other organizations responding to the survey. Following closely were two other service issues, "quality of my account team" and overall "client service," judged vital by 63 and 61 percent of respondents, respectively.
Firm principal Tom Harris, who has surveyed firm clients for the past four years, said that client demands for improved service have helped firms to improve. Those large firms which are part of larger communications firms or holding companies also have in many cases improved their billing, information handling and other service-related processes as a result of the more sophisticated management procedures their parent organizations impose, he said.
Developed and administered by Impulse Research Corp., Los Angeles, the survey was mailed to more than 6,800 organizations that use PR firms. About three-quarters (79 percent) of those contacted were corporations. The remaining 21 percent included associations, non-profit organizations, educational institutions and government offices. One-third (2,298) of those contacted responded.
Creativity Valued in Searches
While service is unquestionably the most important evaluation criterion for current agencies, priorities change in the selection process. Creativity tops the list then, although by a razor-thin 1 percent margin over "meets deadlines, keeps promises" and "client service," which both were ranked as "most important" by 44 percent of respondents.
Creativity's higher ranking during an agency search probably has to do with one of the main reasons that corporations go looking for firms--to get new ideas and new thinking. "Clients are always interested in big ideas, even if they're big ideas that work for other clients," said Harris, formerly number-two executive at Golin/Harris Communications Inc., Chicago. "Then the next thought is, 'Are these creative people responsible businessmen?'"
Ample Use of Freelancers
The Harris study also documented that organizations are making ample use of the abundant freelance talent available in the market today. Overall, one-quarter of responding organizations reported using freelancers, said Bob Novick, president of Impulse Research.(Harris, 847/266-1020; Impulse, 310/559-6892)
| Factors Used to Evaluate Current Firms | |
|
Percentages below refer to respondents selecting criteria as "extremely important." |
|
| Meets deadlines/keeps promises | 68% |
| Quality of account team | 63% |
| Client service | 61% |
| Quality of writing | 56% |
| Attention to detail | 53% |
| Honest/accurate billing | 52% |
| Creativity | 48% |
| Knowledge of my industry | 44% |
| Media placement success | 41% |
| Quality of management | 38% |
Source: Thomas L. Harris/Impulse Research