PR agencies market trends: interview with Richard Linning

President of the International Public Relations Association (IPRA), Public relations expert, Richard Linning in an interview by Inese Lukaševska, A.W.Olsen & Partners/ Sholz & Friends Riga Partner.

How would you describe PR market in Latvia?

Based on my experience of judging Latvian campaigns, alive and well. But like PR every where having to face the challenge of reduced budgets, evidence of worth and competition from other communication disciplines.

What are the features and differences of Latvian PR market in comparison with the other countries?

Mostly none, just different level of challenge.

How difficult in your opinion it will be for new entrants to declare themselves in the market? Do you think there is still space available in the market for new PR companies?

There is always room for new entrants - especially for those who bring innovation, can demonstrate added value and especially address the shifting sands of client requirements and expectations.

What are the obstacles the new market entrants may face?

Two - the first being the expectation of instant success and reward, the second becoming visible and credible in a crowded and competitive marketplace.  With regard to the latter facing the challenge of doing pr for themselves.

What should offer new market entrants and the so-called small agencies, so they could not only apply themselves as serious players in the market, but also be able to win in the marketplace?

Definitely not a cheaper product ie by undercutting the existing market. My approach would be to focus on a USP : it may be expertise in a particular field, for example fast moving consumer goods and offer not a quick fix but a strategic approach.  The trend I see is to being able to talk the client's language and build a long term relationship of that.  In other words getting away from the approach that "we can do anything and everything".  It works for implementation - the technical stuff which anyone can do: the added value is in the specific and focussed expertise.

What are the advantages of small (medium) agencies and what are their weaknesses?

That they can offer the above, a bespoke service.

What are the advantages and disadvantages of large PR companies?

Being all things to all men.  And particularly as part of a network, of having little or no input into strategy, being just a limited budget implementation service.

Do you believe that small PR companies can successfully compete with large agencies?

Yes, for the reasons given above. A good little 'un  will always beat a top heavy big 'un. And much that comes down to personal contact: the person who pitches is the person who does the job, not some inexperienced intern.

By what criteria the quality of service provided by PR companies can and should be determined?

Measurement is essentially a matter between the client and the agency,  and MUST be agreed at the outset.  But that is not to say that the agency should not suggest all the measurement tools available, but pr should be measured for its contribution to the client's objectives - increased sales, whatever - rather than just the publicity without purpose appraoch.

Is the turnover of PR companies an equivalent measure of the quality of service provided by the PR companies?

Certainly not.

Are the companies influenced by a variety of media tops while choosing a PR company (top rating agencies in respect of turnover and number of employees, frequency of appearance of executives or agency in mass media etc.), and how much are they influenced?

Sometimes yes, but it is a poor client who is swayed by this.

What are the obstacles that prevent companies to cease cooperation with the PR company, even if they are not satisfied with the quality of service provided by the company?

This is where agreement on performance measurement - including milestones along the way - should be mutually agreed in advance and be part of the contract.  If these are not achieved then there is no argument against the parting of the ways.

What are the future trends of the PR market in Latvia, and what could Latvia learn from the other countries?

I can see Latvia pr inevitably following the global trend described above - towards strategic contribution in one direction and the offer of purely technical skills in the other (press release issue, social media management etc).  For the former the new prs will have existing professional and business skills to which an understanding of the contribution communication can bring to achieve business goals can be added.  That's how pr will earn/deserve its place at the top table where issues are discussed/strategy and responses decided  ... and then the tactical people will implement with events/etc etc.