Commoditization of PR Services - A Potential Sourcing Peril

Sourcing of corporate communication services has drastically changed after the increasing involvement of procurement department across all big medium and small sized organizations. While the sourcing process has become efficient due to category management metrics the, value of communication services has still been not been duly appreciated by the procurement department. Commoditization of PR services is a looming threat as it leads to loss of value for the client. PR agencies, marketing and procurement teams must collaborate together in order to understand the intangible nature of services along with communication delivery process for proper pricing and valuation of PR services.