Michelle Lyng is the President of Novitas Communications, a Denver-based boutique PR agency specializing in corporate reputation, crisis communications, and issue management. Novitas is the Denver affiliate of the Public Relations Global Network (PRGN) — a connected network of 51 agencies on six continents. Lyng is an alumna of several large firms and writes here on how mid-sized agencies can compete with the behemoths by joining invitation-only global networks.
The Interview: How Does Joining a Global Network Benefit an Agency?
As boutique agencies continue to chip away market share from behemoth agencies, there are growing pains. Too often, small and mid-sized agencies are told they cannot compete for top-tier accounts — even when that statement is wholly inaccurate. Small and mid-sized agencies can be just as well-resourced as large agencies and often are scrappier, more engaged, and more innovative out of necessity. But perception is reality.
Smaller firms must have a stockpile of tools to compete for choice accounts. Joining a global network is one. Prospects increasingly are seeking a local presence in far-flung locales. Strangely, Novitas has had several requests for Spain. We volunteered to work from there because — it's Spain.
Being part of a global network gives us the best of both worlds. Through our global network, we have boots-on-the-ground presence on a global scale. Because global networks are invitation-only, the firms go through a rigorous vetting process. Members use best-in-class operations and employ superstars — just like large firms.
While Novitas is industry-agnostic and specializes in corporate reputation, crisis communications, and issue management, the wide range of specialties of partner firms gives us access to knowledge we could never have brought on board as a small firm. There is a PR firm in the network that specializes in the toy industry.
As an alumna of several large firms, I understand the bureaucracy that can weigh down an account team — approvals processes, pre-bills, accounting issues. Generally, small and mid-sized firms can be nimbler and faster to respond. It makes a huge difference in public affairs and crisis communications. As part of a global network, member firms have the teams and expertise we need to serve clients, but we remain flexible in our processes because each firm controls its own.
Since we aren't legally bound to contract with fellow member agencies, we have the freedom to select a firm that best meets the needs of our clients. For our multinational clients, the ability to collaborate on projects with a firm of exceptional quality is crucial.
Perhaps the best part is the brain trust and camaraderie senior leadership enjoys. Sitting in a room (or on Zoom) and talking through challenges, then walking away with solutions that have worked for similar agencies. If not for COVID-19, PRGN members would be boarding flights to Singapore for the fall meeting.
As small agencies blossom into medium agencies, growing agencies need a competitive edge. Small agencies want the opportunity to compete — and they want to win. Having a global network to pull out at any point in the client relationship, from proposal to annual review, is invaluable.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
