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Others are entering a market that's already over-saturated. But many agencies are scared of telling their
clients the truth, fearing they'll lose the business. Instead of functioning as a
strategic advisor, they act like an over-eager suitor on a first date.
2. "Your account is in the best possible hands..."
PR firms often bring their best, brightest and most articulate stars to the pitch and
imply that this is the talent working on an account that bills $3-5K per month (at
most). How many times have you heard that senior staff will be pitching the media
on your behalf? Meanwhile, back in the real world, a junior account exec, or one
with limited experience, is handling your account and has no idea about your
company or technology.
3. "Our agency has deep experience with technology companies like yours."
Never mind the fact that likely 90%+ of that collective experience no longer works at
the agency, having long ago moved on to competing agencies or retired/passed away.
4. "We're doing all that we are supposed to do.
"Often an agency will tell a client, well after the agreement is signed and months into
the
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assignment, that something can't be done because it’s beyond the scope of work.
For example, the agency won’t pitch speaking opportunities because it’s "beyond the
scope of work." Nonsense -- getting media attention for a client through any possible,
valuable venue is the job, period.
5. "We know Web 2.0"
More and more PR firms are offering clients help with podcasts, promoting and writing
blogs and writing social media releases carefully optimized to ride high in search
engine results. That's great, assuming the agency has real expertise. There are plenty
of blogs that were guaranteed to "ramp up your SEO" that remain languishing, unread
in the backwaters of the Internet. And you can podcast until you're blue in the face
without seeing any improvement in your site's page rank. Run away fast from any agency
that suggests Twitter or a social network can magically solve all of your PR problems.
6. We have great relationships with (insert high profile reporters' names here)"
I’m dumbfounded when prospects want me to drop names of reporters I know—as my list
of business connections really means nothing for the client. Reporters know a lot of
PR people, and
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UK & Europe 
Other
