If you work with new business pitches for any amount of time, you will see one of the hidden mysteries of PR pitching unfold in a matter of minutes: how an agency transforms from a vendor to a “trusted partner.”
This is the magical moment when PR agencies are no longer looked at as “hired guns,” but rather “extensions of the marketing team to help reach a common goal.” This is when value of opinion becomes a thing. This is when execution of big ideas become a thing. And this is when your retainer is no longer “a thing.”
Shouldn’t the same happen for clients from the agency perspective? And if so (and it really should, in case you’re wondering), when is that moment?