'The Marketing Agency Blueprint' Nails It
Coming from the perspective of a former vice president at a traditional public relations agency that set out on his own, Paul Roetzer, Founder/CEO of PR 20/20 and the first HubSpot VAR, takes us through his journey to create a new type of agency -- a hybrid PR, SEO, content, advertising and web firm that squarely faces up to and addresses today's tumultuous (traditional, digital, social) media landscape.
While his "blueprint" includes some tried and true areas like talent, client commitment and delivering results (but with some very fresh and innovative insights), the book really sings when he addresses the broken model of billable hours, presents his inbound marketing game plan and what's needed to control the sales funnel.
These are areas that are either not familiar to PR agency principals or ones they choose to ignore. Coming from the big PR agency perspective that I do (ex-Edelman and ex-Ruder Finn -- the two largest privately held PR firms), billable hours is how agencies traditionally are run. For those agencies, moving away from that model would not be easy.
However, Roetzer presents why these types of traditional agencies must evolve or face the consequences -- maybe not today, but certainly in the future. At the same time, "corporations must view themselves as brand journalists, no longer relying on mainstream media to control their messages."
What Roetzer is defining is really about building an agency that can connect their clients' communications programs to their business goals and then delivering results that really matter to those clients.
This is a must read for anyone serious about the business of PR and running an agency in the second decade of the 21st century -- and it's one I'm sure I'll be pulling out of the book shelf for quick refreshers when needed.