The Public Relations and Communications Association (PRCA) is asking for views on how the pitching process can be improved. The move follows much coverage in the trade press reflecting frustrations about the current situation. PRCA’s campaign, ‘Pitch Forward: A Better Pitching Process for the Comms Industry’ includes a survey for agencies and clients alike to set out their views and will be accompanied by focus groups for PRCA members. The trade body aims to propose new best practice, based on this research, in the autumn.
Continue reading or listen here:
“The ‘Pitch Forward’ project is a significant step towards improving the pitch process in the communications industry,” said PRCA chief executive, James Hewes (pictured). “Effective pitch processes are critical to agencies’ success, but our members have highlighted issues such as futile pitches, convoluted processes, unresponsiveness, and even instances of idea appropriation without due recognition. Significant resources are wasted. It’s in all our interests to get it right. With the collaboration of our PR and Communications Professional Board, PRCA is stepping up to develop a plan for change that will meet the needs of its members and clients while promoting sustainability by reducing waste and easing demands on staff. This initiative is not open only to communications and PR professionals but also welcomes input from all relevant industries.”
The PRCA’s plan includes engaging organisations that commission PR services through UK-wide focus groups and a comprehensive survey to ensure the ‘Pitch Forward’ initiative seeks to create a more streamlined, transparent, and effective pitching process, supporting both agencies and clients.
© 2025 Stratpair Ltd., trading as Strategic. Registered in Ireland: 747736