Christine Moore recently shared her procurement expertise, having sat on both sides of the table as agency partner and procurement adviser. Drawing from her dual vantage point, Moore delivered guidance on how firms can preserve profits, speak procurement’s language, and reframe negotiation as collaboration.
What’s Really Happening in Procurement in 2025
Moore opened by clarifying that procurement is not monolithic. Agencies may be dealing with specialists who understand the nuances of PR or generalists who don’t. She urged firms to research the type of procurement contact they’re facing and adjust their strategy accordingly, recognizing that procurement’s role and influence vary widely across brands.
The Hidden Psychology of Procurement
Procurement isn’t faceless. Moore described common procurement mindsets, including risk aversion, distrust of variance, and an over‑emphasis on cost over creativity. Understanding that the procurement team often prioritizes savings and compliance helps agencies craft messaging that weaves in clear metrics, governance checkpoints, and predictable deliverables.
Managing All Relationships
She stressed that agency success depends on multilayered relationships between procurement, finance, marketing decision‑makers, and legal. Her insider tip? Build rapport beyond voices in the RFP process, and ensure you earn trust with the financial and creative teams.
How to Demonstrate Value
Some practical takeaways include:
- Offering tiered pricing models that allow scope adjustments without renegotiation.
- Being clear on deliverables and SLAs to avoid scope creep.
- Baking governance checkpoints into contracts so cost variances must be justified before billing. This structure reassures procurement and guards agency profitability.
Moore also recommended highlighting examples of perceived value such as media partnerships, contract clause updates, and sentiment shift metrics, all framed in procurement-friendly terms like cost avoidance and risk mitigation.
Transparency and Governance are Non‑Negotiables
Taking lessons from post‑pandemic shifts, Moore emphasized that transparency is the foundation of credibility. Provide procurement with visibility into spend categories, media buying margins, and subcontract costs, even before they ask. That level of openness builds trust and positions your agency as a true partner. Consider inviting procurement to a “PR 101” session to demystify your work and foster stronger collaboration across functions.
Countertactics: Pushing Back Without Burning Bridges
Moore explained how to push back when procurement requests cut into profit margins. She recommended framing dissent not as defiance but as consultation. Ask probing questions (“Can we discuss the value trade‑offs to reduce scope vs. deepen impact?”) and defer final decisions until procurement feels heard. Done strategically, that can build mutual respect.
AI in PR & Implications for Procurement
Moore acknowledged that procurement is intrigued by AI’s promise to drive efficiency but often misreads its impact on quality and workflow. Agencies should explain precisely how AI accelerates production, supports creative iteration, and frees up humans for tasks that require context, discernment and experience. She also emphasized that AI lacks “taste” — the human instinct, cultural timing, and emotional intelligence that make PR powerful. Agencies must articulate how human judgment remains essential for brand safety, reputation, and creative credibility.
Final Thoughts for Agency Leaders
- Speak two languages: lead with growth, reputation, and reach for marketing; savings, risk, and upside for procurement.
- Prepare to counter‑propose, not just comply.
- Use AI as an ally but educate procurement on how it adds value.
- Build relationships before you need them with procurement, finance, and client stakeholders.
Follow more of Christine Moore’s insights on Medium.
PRC Members can access the full recording of this session in our Resource Library.