I had a quick lunch with a competitor Nathan Lane in Leeds last week, and was pleased to hear that he is as hacked off with the process of tendering as I am (as an agency we haven’t tendered for a couple of years).

My issue is simply that proper consultancy is a creative process that doesn’t suit the process of tendering.  Ask us to consult, to look at your organisation, the people involved and the business issues too and then we will propose the best activity to suit your business needs.

The fact is that some agencies like to tender. They have developed a framework that can be dropped in for any job that ticks boxes and wins work with little bespoke thinking or input.  They have junior staff rattling them off in a ‘numbers game’ approach.   

In-house marketers should appreciate that the tender process leads to duplication and lazy documents devoid of real creativity.  The most cost effective agencies don’t have the time to invest in bespoke tenders (as we don’t have fat margins) and most of the best ones don’t do ‘tick box’ proposals for any pitch because it is poor practice.

Why not have PR people invest their time into the solving of creative business issues, rather than ticking boxes?

A good example of the kind of irrelevant minutia that local government tender processes can involve could have a look at any council’s website.  Try this compelling detailed document from a recent Fenland District Council PR tender process, for crying out loud!

So, if you want to get the best consultants for your organisation follow these steps;

1)      Ask for credentials from between six to ten agencies

2)      Meet five or so and brief them face to face

3)      Ask for proposals from the most appropriate/impressive three

4)      Hire the agency that demonstrates a balance of best thinking and most cost effective proposal

I guarantee that if you run the process well and are open with the agencies you will have made a better appointment at the close than by implementing the dry and faceless tender process.  As a bonus your new PR partners will understand your issues better. 

Stick to tick box tendering, and you will keep hiring the people who are good at the tender process, not good at PR.

Like many businesses our sales fell in the first half of this year, but we have increased our marketing spend, placed adverts with key media, networked through our client base, invested in training and new skills, revamped our website and added this blog, and they are paying off. 

We are back to pre recession levels of income thanks to wins for JCT600, Monument Investments, Ambitemp, Whittakers Chocolates and Purely Nutrition.  All good Yorkshire business with the confidence to look ahead, beyond the recession.

Even more promisingly our new business pipelines have never been better.

Somoene once told me that if you are looking behind cant move forward, but look far ahead and you can run fast.  That has always made sense to me, but never more so now. 

This is the time when businesses that are not crippled by the current markets should be looking to the future and planning for a time when the negative trends have stopped.  It is a time to look beyond the recession, invest in initiatives and take advantage of the opportunities thrown up by the turmoil.

Smart management of PR and marketing budgets this year could deliver more return than ever before as markets thin out and there is less competition for your messages.  Even maintaining a reduced marketing or PR spend could deliver significant increases in share of profile as the more short-sighted cut budgets and lose momentum. 

With firms reviewing almost every expense and renegotiating with suppliers, it’s vital that you give yourself the best chance to be considered for new work and make pitch lists.  Refresh your key messages; keep your name prominent in the media; smarten up your internet presence; network subtly through existing clients and in new circles.

Shrewd businesses are using the current situation to best advantage by differentiating themselves from the competition and making the most of the positives.  As much of the regional media has turned its attention to highlighting success and celebrating businesses that grow, and with fewer voices competing to be heard, despite the challenges, now is the time to invest in your profile.

It’s never been truer that cash is king but confidence is definitely next in line to the throne.