The PR pitching process has come under criticism, with many describing it as outdated and inefficient.

For agencies today, one the biggest issues is the efficiency of the pitching process used to secure clients. Last week, the Public Relations and Communications Association (PRCA) published new guidelines to improve industry practices.

At a recent event organised by The Debating Group, industry leaders discussed whether the pitching process for agencies is still fit for purpose. Session chair Baroness Bonham-Carter of Yarnbury highlighted the value of the traditional, people-focused approach, emphasising its personal and intimate nature. Many attendees voiced strong criticisms, however, describing the process as outdated, creatively stifling and vulnerable to intellectual property (IP) theft.

“The current pitching process is being abused by agencies,” one attendee remarked, while others called for trade bodies to take decisive action. The PRCA has unveiled new industry guidelines to make the pitching process more transparent, ethical, and efficient.

The updated guidelines include key principles, such as ensuring fairness and structure throughout the process, limiting the final pitching stage to no more than three agencies and providing unsuccessful agencies with constructive feedback rather than “ghosting” them.

Sarah Waddington CBE, interim chief executive of the PRCA, emphasised the importance of these reforms in addressing a long-standing industry issue. ““The next stage of activity is to work with business membership organisations and other partners to ensure these are adopted widely so we change practice for the better.”

Debbie Little, head of PRCA matchmaker, anticipates the guidelines would lead to stronger and more transparent relationships between agencies and clients.

The full list of best practices is available on the PRCA’s website.