I m not sure how things work in other territories but I kind of get the idea from the demands of (possible) clients from abroad.
For instance, these days the most common demand we ve been receiving is to make a commitment (while preparing proposals) on how many coverage we can get after sending a press release or two per month for the client . We know they ask this, because they wanna know whether it is worth working with that particular agency and whether they can get every penny they pay in return.
The companies asking these sort of questions are unfortunately not only among the ones who we think that don’t know what PR is, but also among the ones who are pretty sure about what we really do .
At the end of the day, it is not media planning what we do; selecting ad spaces, planning the timing, doing the placement and paying for it. What we really do is to position the companies, brands, products in the eyes’ of the target groups via using media channels (of course media relations is ‘just’ one of the key components of PR) and creating opportunities for them to express themselves with the right messages . The planning is for sure crucial for media relations. However working with editorial departments is no like working with advertisement departments of the publications. You can not force any journalist to publish your article, which means there is no guarantee in the number of the coverage you can possibly get .
I d appreciate if anyone from abroad working in PR, could tell their experience on these sort of demands.
One possible reaction would be here is to tell directly that it is not possible to make a commitment on the numbers. But you know, if you dont do it, sb else would do. This brings us again to the lack of collaboration between the agencies in Turkey. If we stand up against these sort of inquiries together, the clients would at least start rethinking .
I hope we can come up with a solution soon ..