Recessions can bring with them strange behaviour for PR companies. But nothing is a greater hallmark of changed market conditions that the tortuously long or overcomplicated pitch process.

The stated intention may be to make absolutely sure that the client makes the right decision amidst intense competition and with lean budgets to spend. Normally though, it means nervousness surrounding the making of an agency appointment, or lack of experience in doing so, or both. Most agencies will have recent tales to share of prospects that’ve shortlisted 20 agencies (since when does 20 constitute a short list?!) to present credentials, will then pick half a dozen to pitch, two or three finalists, then one winner. And then take months sorting out contracts.

It makes the X Factor look like a walk in the park.

And it wastes so much time and money for all concerned.

So take heart from this joyful pitch tale from Speed HQ:
- Call came in from prospect seeking a very short credentials meeting the next day
- Meeting done, brief taken, pitch to be the following week
- Prepared in as much detail as possible given the time available
- Pitched. Won, decision made within three hours of pitches being finished
- Heads of terms and start work the next business day

Normally several weeks are needed to prepare the best possible response to a major brief. But if put under pressure you can still make a very good case and exercise commercial good sense for all concerned.