Prelims

Half Title Page

How to Sell Value – Demystified

Series Title Page

PRCA Professional

Series Editor

Nick Wallwork, Emerald Publishing

The Public Relations and Communications Association (PRCA) is the world's largest professional PR body, representing more than 35,000 PR professionals in 82 countries worldwide. If you wish to improve your knowledge and understanding of PR practice and theory, this series from Emerald Publishing, created in conjunction with the most accomplished PRCA experts, is for you.

Title Page

How to Sell Value – Demystified

A Practical Guide for Communications Agencies

By

Crispin Manners

Onva Consulting, UK

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2023

Copyright © 2023 Crispin Manners.

Published under exclusive licence by Emerald Publishing Limited.

Reprints and permissions service

Contact: www.copyright.com

No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83797-125-1 (Print)

ISBN: 978-1-83797-122-0 (Online)

ISBN: 978-1-83797-124-4 (Epub)

Dedication

This book is dedicated to my beautiful granddaughter, Emily.

List of Figures

List of Abbreviations and Acronyms

Introduction – PRCA

Public Relations and Communications Association

SCARF

A brain-based model for collaborating with and influencing others. The individual letters stand for:

• S – Status

• C – Certainty

• A – Autonomy

• R – Relatedness

• F – Fairness

SEO

Search Engine Optimisation

Acknowledgements

I would like to thank my wife Juliet for her daily support and encouragement, and my two sons, Matt and Philip for the inspiration they provide in the way they rise to life's challenges and opportunities. My colleague Marta needs a special mention, not just for her help with this book but also for making the work we do together so enjoyable.

I'm also very grateful to the PRCA, and the team at Emerald, for their support in making this book possible.

I'd like to thank the Partners of the Worldcom PR Group and in particular Todd Lynch for the willingness to embrace new ways of working.

Finally, I would like to thank all the owners of the agencies I have helped. By sharing your challenges with me, and being willing to explore new ways to achieve success, you have inspired me to capture what we have learnt together in this book. Special mention needs to go to my long-time friends and agency owners, Diego Biasi and Patrik Schober. I also would like to mention Leigh Greenwood, Henry Griffiths, Jonathan Andrews, Julie Moulsdale, Lesley Singleton and Martina Quinn for the way they have embraced the purpose-driven approach I believe is so pivotal to business success.

I hope it helps great agencies to earn the rewards they deserve by becoming more outcome and value focused.