South Africa, Feb. 27 -- The scenario plays out time and time again: A company puts out a request for proposal (RFP), multiple agencies respond, and after extensive effort, the company either goes silent - ghosting the agency - and/or decides to 'keep PR in-house'. In reality, they've just collected a variety of free tactics and strategies.

So, how do we tackle this issue without shutting the door on genuine opportunities?

Rather than delivering a fully-fledged strategy, agencies can adopt a high-level teaser model - offering just enough insight to demonstrate expertise but not the entire execution plan. This means:

Some clients may push for more detail before committing, but agencies must draw a firm line. This approach also requires ...