(Click on section for more information)

Standard-setting client service

The Honig Company delivers a level of customer service rarely seen in the public relations agency arena. We adhere to a high standard of service that was adapted, in part, from the world-famous and award-winning Gold Standards of service developed by The Ritz-Carlton Hotel Company. Our philosophy of client service is based on anticipating the needs of clients, and fulfilling those needs in a way that is professional, expedient, pleasurable and memorable.

Intelligence gathering and processing

Whether advising a client on a particular issue or designing a public relations campaign, The Honig Company believes in basing its recommendations and strategies on sound information. All too often, the public relations process does not include the use of intelligence and, as a result, yields efforts that are off-base and ineffective. We firmly support the gathering and interpretation of solid intelligence — about competitors, the marketplace, an issue or consumer behavior — to ensure that the work we do for clients produces the desired result.

Separation of “activities” and “accomplishments”

The Honig Company recognizes we are not hired to undertake tasks; we are hired to produce results. An agency can undertake an endless amount of activities, seeming to be very busy, yet accomplish nothing. The Honig Company judges itself not by what we have done, but rather by what we have actually accomplished.

Outside perspective

It’s a common story that always has an unhappy ending. On one hand, a client so consumed with its business that it gives no consideration to outside or global perspectives. On the other hand, a public relations agency that just wants the client to be happy and doesn’t do or say anything to stir the pot. The result? Ineffective public relations. At The Honig Company, we believe in being honest with our clients and telling them what we think they need to hear, not what they want to hear. We use our status as an outside firm to bring our clients a global perspective they often cannot get from the inside. We tell it like it is, warts and all, and then develop viable solutions to help our clients achieve their objectives.

Net billing of expenses

Standard practice at most public relations agencies is to mark-up expenses 15-17 percent. This means when the agency recharges the client for expenses incurred, a “handling fee” is tacked on. Agencies generate significant ancillary revenue through these mark-ups. At The Honig Company, expenses are always billed to clients at their actual cost with no mark-up whatsoever.

No “nickel-and-diming” clients

Another standard practice at most public relations agencies is to recharge clients for every single expense incurred while working on the client’s behalf. This includes everything from Xerox copies, postage and phone calls to food consumed while traveling on business, car mileage and magazine subscriptions. The Honig Company does not recharge clients for routine expenses incurred at normal levels. That means if we incur $20 a month in postage costs while working for a client, we do not recharge the client; if we do a large mailing and incur $500 in postage costs, we will recharge the client. Most agencies split the cost of their routine operating expenses among their clients; we don’t think this is fair. Why should a client pay an agency's phone bill?

Non-hourly fee structure

The Honig Company works on a retainer basis, as opposed to the more common practice of charging clients by the hour. Hourly billing is highly unfavorable to the client for numerous reasons. First of all, if it takes the agency longer than it should to complete a particular task, it costs the client more money. Second, it takes away the agency’s accountability for getting the job done for an agreed-upon fee. The client can never be quite sure how much something is going to cost, despite any estimates the agency may provide. Many agencies will agree to a set a monthly fee, even calling it a retainer fee, but in fact will still track their hours and work against that set fee on an hourly basis. When the value of those hours equals the set fee, the client’s time is up whether or not the job is complete. The Honig Company does not bill by the hour or track hours; we set a fair price and get the job done.

Senior-level involvement

At The Honig Company, a client’s business is always handled by seasoned professionals. Many agencies use senior-level executives to sign a client and then have the work performed by junior-level staff members. At The Honig Company, senior staffers are practitioners and actually do the work.