Dear Mr Narendra and Mr C J Singh thanks for the insight. Thanks to all the inputs that i have got from this forum.
The intention has been to ask a question - in advertsing the agency commission is no longer sacred...Are we also witnessing any change in PR...Just sitting in my agency I am but a frog in a well. My point was are things changing else where
What I have conluded is :
Lay down paramters on what is performance and review regularly
Basic fee is a must then comes a retainer- so I will not agree for any full risk/reward model.Which is what i think the client is trying !
Have arbritration process ready for smooth relationship - he wants to cut costs and I want to increase them!
Thanks all
Regards
Sangeeta Irani
On Tue, 29 Jul 2008 narendra None wrote :
>Hello,The profession of advertising has already successfully faced the issue
>of performance based fee.Perhaps we in PR are new to it.ITV in Britain was
>the first one to intriduce performance based fee to Tv progs,incentivising
>quality production that gels with audience.At one time DD in India had
>examined a similar proposal but gave it up.
>No remuneration can be totally based on performance.
>retainer fee to cover basic resource deployment.
>The second parameter is output in terms of clippings,activites
>The third tier is outcome, sales,perception change ( initially client/agency
>arrive at indicators,such indicators at two levels,one at basic level and
>second at desirable level),costs saved (avoidance of crisis,and linking it
>to cost of a crisis).These are indicative.
>The problems arise from client's ignorance of PR and what it can achieve and
>cannot achive.Also clients reluctance to change but expecting others to
>change.
>It is wise to record clearly the performance parameters,client'
>responsibilities,
>Since the concept is new to PR and the profession is not well
>organised,there are serious problems faced by both agency and
>client.Narendra
>
>
>On 29/07/2008, sangeeta_irani <sangeeta_irani@
> >
> > The time for review of a retainer arrived and I asked for an
> > increase for we had delivered. The client talked of performance
> > based fee.
> >
> > I have checked with a few Pr friends and only one had heard of an
> > incentive - but that was over and above the basic retainer.
> >
> > Has any one heard of performance based fee system only - no
> > retainer ? If yes some questions ?
> >
> > What is performance ? The 250 clips and the 400 internet clips you
> > have for the year . The qualitative articles in ET, HT ,CNBC etc
> >
> > How do you quatity performance - vauation of clippings, cirrus score?
> > What if client is too small not even listed company - you know in
> > cirrus he may not get good scores inspite of the work you have put
> > in.And that fact that client has non-metro cities news.
> >
> > And just wondering if like Ekta Kapoor and Star Tv deal for Tv
> > shows - In Pr we have basic fee and extra fee. Star TV paid if
> > TVR's of serials increase. Except in our case what is the way we
> > judge the work?It's not as transparent or easy.
> >
> > Would appreciate inputs and also gyan - is this the trend any where ?
> > I have never ever heard of it- may just be a cost controlling
> > measure by client !
> >
> > Regards
> >
> > Sangeeta Irani
> >
> >
> >
Please visit the websites http://www.prpoint.com and http://www.primepointfoundation.org and
http://www.imageaudit.com
To unsubscribe from this group, send a blank message addressed to Image_Management-unsubscribe@yahoogroups.com
Change settings via the Web (Yahoo! ID required)
Change settings via email: Switch delivery to Daily Digest | Switch format to Traditional
Visit Your Group | Yahoo! Groups Terms of Use | Unsubscribe
__,_._,___
No comments:
Post a Comment