Shaping the Integrated Pitch: How to Keep Advertising and Marketing Disciplines From Limiting Public Relations Potential at the New Business Table
Monty Hagler, APR, president, RLF Communications; Gary Towning, co-founder, NewCamp Digital
Too often, integrated pitches and campaigns get taken over and defined by the narrow interests of advertising and marketing professionals. Public relations gets tacked on at the end and marginalized as events and publicity. As a former managing partner with a 100-person integrated agency, Hagler brings hard-won lessons on how to put public relations in the driver’s seat and help grow your agency, and Towning brings perspective from advertising and interactive aspects of the agency business. From creating the initial new business opportunities to crafting winning pitches, attendees will learn tips, strategies and insights for positioning their agencies to lead the discussions. You will learn t
Develop relationships that create authenticity and credibility for selling integrated services.
Take the lead in developing pitches while working with other agency partners.
Use other disciplines to generate higher fees for public relations services.