Are we making PR agencies redundant?

Since launching Flaunter one of the questions we get asked most often is “How are you different from a PR agency?”. This is closely followed by a more [loaded] question like “Do you make PR agencies redundant?”.

These are really valid questions in the age of ‘disruption’.

In fact, PR agencies are one of our core customer groups. For agencies, we’ve become the platform that makes it easier to deliver better results for their clients.

The key questions we get asked on this topic are usually:

In brief, a PR agency’s core responsibility is to help build better relationships between you and your target ‘publics’. Today this is usually your customers [and prospective customers] via media and influencer channels.

An agency functions like an extended part of your comms team [or can often BE your team] — bringing their combined expertise to the table to support you in achieving your goals.

These days a PR agency will usually focus on some, or ALL, of the below for their clients:

As the list above suggests, there is a huge amount an agency can deliver. As with most things in life… what they can do for you will largely depend on your budget.

PR agencies typically charge in two ways: a monthly retainer or a project fee.

Monthly retainers will vary depending on what a brand needs — eg full service/give me everything or a more focused activity like just product placement. Their fees will typically start from $2,000/month for a very basic level of activity.

Project fees depend entirely on the scope of work and can range from $1,000 — upwards of $100,000.

If it’s a very small project you may even look at just paying an hourly fee for very targeted PR support. Usually, this will start from ~$200/hr.

It really boils down to tools versus service. Flaunter uses technology to create a more efficient way to execute on your PR strategy, and more effectively measure ROI.

Whereas a PR agency can provide the most value by focusing their talents where human-centric work will have the biggest impact — and knowing where they can save time on workflows so that they spend as many hours as possible on activities that best leverage their skills.

Agencies are about people-power.

We give our customers the tools to streamline time-consuming (but essential) PR tasks like:

… so PR teams can focus on things that can’t be productised.

We DON’T provide the level of service that an agency does. In fact — we often help connect brands in our networks to agencies in our network when they need personal support with services we cannot offer. Including:

We DO use technology to make smarter connections. Flaunter can expertly lead that horse to water, but it’s up to them to take that drink…

We DO focus specifically on activities that are scalable, repeatable and process-driven.

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