If you’re a mid-sized national company based in a second-tier market, that might be your reaction to hearing how Denver’s Frontier Airlines has hired New York-based MWW Group, one of the world’s largest independent PR agencies.
It’s a fair question.
Frontier, the Colorado Tourism Office and other Denver-based brands “go national” figuring they’ll get more value exploiting the critical mass in media relationships and other resources of a large agency versus being the biggest client for a local PR firm. Brands in smaller cities all over the country make the same decision all the time.
Sometimes this is the best approach. But not always. There’s a reason that the best marketing PR agencies in smaller cities like Denver do so well. They’re typically less expensive, especially in the junior to mid-level account executive range where the work is more commodity communications than capitalizing on personal connections. Many of their senior people have big-company, big-city experience. They’re smart. They get results. And they’re close enough to be called on your carpet if they don’t.
One thing is for sure. When local companies like Frontier Airlines hire a big-city PR agency, it puts the professional services community and all of their major clients on notice.
That’s good for everyone’s business.
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