More and more these days, PR practitioners are encountering individuals who are asking them about working on a pay-per-placement basis. And, contrary to popular notions, it's not only very small clients, but even law firms that are investigating the possibility.
From a practical perspective, I can certainly see how a PR practitioner might entertain this notion. After all, if you're attracted by the account and have the time, why not take the chance? The biggest danger I see, however, is the long-term implications this will have on our industry. Like any industry, PR has good and bad practitioners. But one could make that argument about most any professional service around. And I have yet to see someone asking an accountant or tax preparer to work on a commission basis, getting only a percentage of the refund; you won't see an attorney other than a personal injury practitioner willing to work for free in a civil action, etc.
Obviously, anyone encountering this situation in either an informal lunch or gathering or a more advanced business discussion must tread the issue with care. But I urge anyone in this field who can to fight against this trend. In a professional service field, a person is compensated for their knowledge and expertise. This is no different in public relations and practitioners should demand equal treatment.
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