LONDON—Public relations procurement specialist Gyroscope has launched a new training course for agencies, helping them to work with clients’ procurement departments and processes.
“Procurement departments are becoming increasingly involved in the selection and use of PR agencies,” says Gyroscope founder and managing director Tom Wells. “But their understanding of the PR field is often limited, and this can lead to unreasonable or unrealistic demands being put on agencies, either in terms of process or price.
“Equally, while not all agency hires involve a procurement department, all involve the procurement process—the steps by which client and agency agree what will be delivered, by when, for how much, and with what terms and conditions. This may oblige agencies to negotiate with clients who are not very familiar with the drivers of cost and profit in an agency/client relationship.”
Gyroscope’s half-day course is designed to help agencies’ senior management teams work more effectively with Procurement, securing their interests and achieving their objectives when working with new clients or when current clients are reviewing their agencies and costs.
The content draws on Gyroscope’s procurement consultancy work worldwide for clients as varied as Coca Cola Enterprises, Shell International, McDonald's Europe, Merck/Schering Plough, the NHS and NHS Supply Chain, and the Department for Work & Pensions.