I’ve worked with great people from across the spectrum, and there’s no one-size-fits-all approach to meeting one’s communications needs. That said, more organizations are choosing contractors during the pandemic, and a few simple questions might help you navigate these waters with more ease. I’m not sniping, mind. There’s more than enough work in this space to go around and I often make referrals to contractors, agencies and in-house folks, alike. I’m here for the social justice. So: We can all put our claws away! 🦞
Contractors. An agency head friend of mine was telling me the other day that if you’re going to use a contractor, the most important question to ask is: What’s their reputation amongst other contractors, and with reporters, and with government? I can remember working in proximity to a contractor in London, for example, whose nickname was “Mucky” because of his tactics. He delivered for his clients, but what did he do for their reputations in the process?
Agencies. The big question if you’re going to invest the money is “who’s going to be handling my account on a day-to-day basis, and what do they feel about my issue, personally?” I grew billing 65% in 18 months at an agency in London, for example, but realized that while I was winning a lot of business, I wasn’t often delivering on much of the work. There are plenty of great people working in agencies. It’s just that the skills required to progress within some agencies—winning and retaining client business—don’t necessarily align with winning change. So: I’d probe for values.
In-House Comms. I’ve led communications in-house for nonprofits in London, Oakland, and in New York City. The main challenge is that once an organization is paying for all of someone’s time, it can more easily disregard the value of their advice. My mantra is: Let’s lift up those in-house experts! Or they’ll take our investment in their training and leave for pastures new.
What About Collaboratives? Great question. Increasingly I’m seeing the collaborative model emerge, where groups of like-minded freelancers “hunt” in loose packs, occasionally coming together on bigger projects. I, personally, like the idea that a good wolf-pack is just wild enough to be exciting, and yet, just tame enough to be reliable. It needs a strong leader, of course, even if they do lead from the back. And I think this model could be the way forward, particularly with remote work leveling the playing field.
Agency, In-House, or Contractor?
