Apr 11

Bait and switch with a twist: The Sequel

Slide1I was very pleased to see the PRSA's Board of Ethics and Professional Standards held a discussion to address the issue I raised in a previous Repman blog entitled: 'Bait and switch with a twist.'

The blog concerned a new twist on the large agency world's propensity to bait-and-switch team members in order to win a piece of business. The wrinkle in this particular case was the agency's failure to tell the unsuspecting client that each and every team member was a freelancer! The client, frustrated by her inability to reach team members, finally called the large agency's HQs and was told β€œ…no one by those names worked at the firm.” The client was appalled, and so was I.

Unfortunately, though, PRSA board member Emmanuel Tchividjian didn't share my concerns over the moral and ethical implications of passing off hired guns as full-time employees. Speaking on behalf of the ethics board, he said, β€œIt is up to the agency to make sure that the freelancer's skills and experience are adequate for the job to be done. What matters is that promises made to the client be kept and that the quality of the work performed is consistent with the reputation of the agency.” Say what?

Either Mr. Tchividjian didn't read my blog or worse, if he did, didn't grasp the implications of what was written. This wasn't a matter of an agency not disclosing it had hired a freelancer or two to supplement their full-time team. This was a deliberate lie made to a prospect. The large agency presented a complete team of freelancers but passed them off as full-time employees. I don't care how competent they were, the freelancers were hired guns. And, the prospective client should have been told that fact during the pitch process. Period. 

I'm at a complete loss as to why the PRSA doesn't see this as a fundamental breach in ethical business behavior. How can we, as an industry, present ourselves as the moral compass of business & industry when some of us not only practice sleazy sales tactics, but have those tactics blessed by our industry's governing body? It's a scandal within a scandal and I, for one, am very disappointed with the PRSA.

Rogue agencies will come and go. But, we'll never advance professional standards when our industry's top trade association turns a blind eye to misrepresentation and fraudulent practices. It makes each and every one of us look bad.