The chemistry meeting decides most PR agency reviews. What buyers are actually evaluating — and what agencies almost universally get wrong about it.
The patterns that eliminate agencies from PR reviews — and the fixes that are simpler than most firms think.
The credentials deck is the agency's first proof of concept. Most are built to impress. The ones that work are built to answer the question the buyer is actually asking.
The agency side of the PR RFP — what buyers are actually evaluating, where most responses fail, and how to win the review before the final presentation.
The single highest-trust artifact in agency new business — and the one most firms underbuild. The seven elements, the named client problem, and what buyers are really asking themselves when the slide goes up.
