Archive for the ‘Analysts’ Category
Why Analysts Shouldn’t Advise PR Pros
I accept the fact that PR is going to be hurting in 2009. Another industry forecast of the PR industry recently came out from USC Annenberg Strategic Communication and Public Relations Center. There was really nothing unexpected with the findings.
What I take issue with is Forrester Analyst Jeremy Owyang’s summation of the findings. I have a lot of respect for Jeremy as a social computing and social media expert, but dispensing advice to PR agency’s clients to review contracts and renegotiate them is, in my opinion, beyond his area of expertise.
I wonder if Forrester Research would appreciate it if their clients began knocking on their door for lower fees. Clearly, Jeremy doesn’t know that there are many (and I’m betting in this economy a majority) PR firms that are already overservicing clients to the point where the relationship is no longer profitable.
What he forgets is that PR pros advise clients on whether they should engage analyst firms like Forrester as part of their marketing and communications needs. For sure, the next time a client asks whether it’s worthwhile to hire an analyst research firm, I won’t be steering them their way. I’m thinking PR agencies should try to keep more of their client’s PR budget especially when they begin to renegotiate.
