Change the RFPs

Public relations colleagues have long complained about the complexity and investment of submitting a response to a public Request for Proposal.

Now, it gets worse.

In the current economy, some public agencies have cancelled bids AFTER the deadline to submit.

I experienced this situation not once, but twice. One with a California water agency, the other with a state north of California. In both cases, the agencies woke up suddenly and realized they would not have the money to pay for the services due to the recession. At least, that's what we were led to believe because the agencies did not disclose the reasons for suddenly cancelling the bids. Just a dry statement - "Cancelled. No rebid."

Sure, it's understandable that a public agency suddenly realizes the economy is screeching to a halt, revenues are declining and it's time to eliminate projects. But how these situations are being handled pose two problems.

First, be open and honest. If you are going to cancel a bid, tell us why. Actually, we will understand that "hiring a PR firm" when revenues are down and you're cutting services may create complications. We get it. Public perceptions about PR agencies working for government are tough enough in a good economy.

Secondly, try to make this decision BEFORE we spend considerable time and money in preparing a bid. A down economy hurts us, too. To take time away from paying work - or the search for work and our own desperate marketing efforts - hurts our pocketbook, too.

Now, let's look to the future. In this down economy, one can assume there are fewer bids being prepared. With some extra time on your hands, this is a perfect time for the contract departments to review the bid process and make it more business friendly. The lengthy process actually discourages some of the best and brightest from submitting. We know you have heard this before, but give us a call. We'll give you some constructive suggestions.

And, let's use this "down time" to have open and honest discussions about the value of using public relations services.

A company's asset is brand equity

In this article in PRSAY (the PRSA blog) about the financial status of the public relations industry, PRSA President Mike Cherenson reminds us that nearly half of a company's net worth is tied up in intangible assets like brand equity and reputation.

Who manages these assets?

How many unemployed in PR?

While I track down the Labor Department statistics, we may get a good idea of the employment scene in Los Angeles when the Public Relations Society of America/Los Angeles chapter on May 20 holds a unique (and rare daytime) session called "Don't Get Kicked in Your Career."

I am hopeful that colleagues - whether they are out of work, struggling to get by on freelance jobs or fear they are next - will put aside any pride issues and show up.

From personal experience, I know that half of 2008 and all of 2009 have been a rough time for all levels of practitioners. Agency owners tell me of the difficult task of laying off valued staff. Budget cuts have transitioned dozens into new eras of their careers. Newcomers to Los Angeles are nervous after spending months looking. College graduates entering the marketplace this month and next are perhaps the most concerned.

One group that doesn't appear to have too many problems are former journalists. At least the veterans. Agencies, governments and others are quickly snatching up these former reporters - primarily for their connections. (Who wouldn't want a business reporter who was on the phone with corporate CEOs?)

One thing PRSA and other organizations can provide, besides a shoulder to cry on, is networking. And that leads to jobs. Case in point: At a recent PRSA/LA social mixer, I introduced an unemployed transplant to the owner of a start-up PR consultancy. Within a few weeks, the transplant is back doing what she loves. It's not full-time work, but it's a start. Mediabistro recently discovered there is a place called LA and held a social mixer here last month.

I would like to hear your stories on what you are doing to survive. Started your own firm? Changed careers? Start now.

It's here, but too late

For those who have known me since college, I always dreamed of the "next step" for newspaper delivery. This would be one that saves costs and eliminates the minimum-wage delivery system. No offense to the paperboy or the guy who is trying to get a little extra cash for the family (heck, my brother-in-law did this to help make ends meet).

But if technology could find a way to get me a newspaper to my home without the occasional interruption or failure, that would increase a newspaper's net worth. At least, that's how I viewed it. Think about it. A newspaper spends a considerable amount of money on reporters, editors, photographers, printing presses, paper, etc., and leaves the final step to some poor kid on a bike or a guy driving a beat up car. And you hope his throw doesn't send the paper onto to the roof, or that one puddle in front of your house.

Saving money. Increasing reliability. Improving customer service. Keeping up with technology. For those who knew me back then, you got sick of this former journalist's rants about delivery improvements.

When I worked at newspapers, I kept a hope alive in my thoughts that technology would help advance newspapers in some way. With college lectures about how Ted Turner's 24-hour TV news service would spell the end of newspapers still vivid in my psyche, I always held a fear that other forms of communication would someday have a negative impact on the profession I so dearly loved.

My dream was to use cable, telephone lines or some other "electronic routing" to homes to somehow magically make a real newspaper appear inside your home. There would be some kind of tube where the printed edition is formed and I would just reach in and grab it. Gone would be the middle guy. Reliability was improved. Costs are cut. Everyone wins. (Well, except for the delivery folks).

So, now, as newspapers collapse around us, comes Amazon and a new Kindle to handle newspapers. This was the dream. It's here.

But, I think it comes too late.