The fee structure in public relations is 'ludicrously' low compared to the fees charged by other professions, the chief executive of a PR agency employing over 1500 people has told a select group of his Scots counterparts.
At an exclusive Glasgow lunch, hosted by the Scottish division of the Public Relations Consultants Association, Lord Peter Chadlington – chief executive of Huntsworth plc – said the problem facing PR agencies is that “people don't believe the life-changing things we do for their business”, adding “the level of payment is just ludicrous”.
During a highly-entertaining speech, Lord Peter – who founded Shandwick 36 years ago – also shared his top six tips on how to make a pitch for a PR contract.
Huntsworth employs 1690 and serves over 2500 clients through an international network of 74 offices.
His six top tips about presentation are:
* Presentations are about clients, not about the presenters;
* There's no substitute for rehearsing;
* Visual aids get in the way;
* Be prepared for anything;
* Don't be something you are not; and
* Always take a reality check.
He added that every six months he asks himself three personal questions: “Have I had fun? Have I made any money? And have I done work I am proud of?”