In a move that could be seen as a presage of things to come for the PR industry, Pazang is basically offering a money-back guarantee to its clients.

The Pazang team

However, the agency then agrees a minimum level of media coverage with the client, delivered within a set timeframe, and if it fails to meet that expectation it returns the fees.

MD Tanya Arturi explained: “We are very excited to be innovating the regional market, by becoming the only local PR agency to be putting our money where our mouth is and take away the risk associated with PR.

“It helps create a positive and productive working relationship because client expectations are set at the start of a campaign.”

Arturi added that the coverage also has to meet a strict set of criteria – namely, it has to be an original piece generated by the agency, it must communicate key messages and it has to appear in pre-agreed media. Apparently there is no additional fee charged for overachieving.

She concluded that accountability was increasingly important “in such a volatile marketplace” and that her team were “very excited” about the new offer.

Pazang, which Arturi founded in 2002, currently works with clients such as John Lewis, Manchester Food & Drink Festival and Anthony Worrall Thompson’s cleaning range, Fresh and Green.

www.pazang.co.uk

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