In age Independent Contractors, SHORT-TERM Employment and Instant Gratification, the relationships between pr agencies and their employers could be more tenuous, and stressful, than ever before.
The days of long martini lunches, 50-page strategy documents, group hugs and five-year contracts are far gone. However the needs of businesses to react quickly to crisis, create long-term strategy predicated on sound PR fundamentals in a changing media environment and competitive market for services, remains.
That’s why owning a public relations agency could be the main step to building and maintaining a renowned public presence. The fundamentals of How to Hire A PR Agency have been completely covered in a previous column regarding culture, experience, references and more.
And yes, it's different to promote agencies and PR agencies. Ad agencies let you know what you want to listen to - “Hey baby you're great! You're the very best! Let's spend another million on ads! This time they're gonna work.” PR agencies are more important because let you know what you ought to hear. “This is exactly what the media really wants to know, this is exactly what gets you a positive story, this is exactly what your opponents are doing, this is one way you increase your profile.”
For businesses and entrepreneurs seeking to hire an agency, here are 10 Tips from PR and marketing professionals on the best methods to manage your PR agency. These suggestions has been battle-tested by decades of experience from authorities which range from California to the Midwest to Europe and beyond. You should definitely attempt this in the home.
DEFINE OBJECTIVES. “It may seem obvious, nevertheless, you must have clear objectives before you work on a strategy with your PR firm,” says Brigitte Fournier of Noir Sur Blanc in France. “This consists of not only what you wish to communicate but also to whom - define the target markets and/or countries in line with your company’s goals.” For example, what’s more important - trade, consumer, B2B, local, national or international media? Are you trying to attract more students to your college? In-state or out-of-state? More partners to become listed on your law firm for a preexisting or a fresh practice group? Want to improve your traffic (and revenues) of an e-commerce website or local gourmet restaurant so you can raise funds to expand? Will there be a fresh direction for your company you should sell to your internal audience and customers first?
FOCUS ON TRUST. “A trusting relationship builds as time passes,” says Jennifer Lane of Jennifer Lane Publicity in Chicago. “After my clients work with me and start to see the evolution of an effective PR campaign they are more trusting in me as their expert. Depend on me (as your publicist) to portray you (as my client) appropriately to media and make things happen - whether that be national press placements or an effective cause-related advertising campaign.”
OPEN THE BOOKS. Start all the information that’s had a need to promote - or defend - the business. PR agencies are your partners, not your foes. When starting the partnership, offer as many ideas as possible. Often a client has offered the typical story ideas, often spoon fed by upper management as a “can’t miss” feature that’s about a new accounting software app. “Oh, by the way, we also have twelve Saudi princes in general management who found us via a historical tunnel close to the cafeteria lined by minerals only entirely on Saturn and filled with ancient dinosaur bones. But here’s another fun fact about this accounting app.” And don’t be shy introducing your senior executives, they are often a goldmine for your agency and for the media.
ONE CONTACT PERSON. “Define an informed representative at your company who is readily available to consult with your PR firm and who is both reactive and proactive in giving an answer to press requests and producing ideas,” Fournier says. “Many companies underestimate the time needed to interact and exchange with their PR firm. Good external communication commences with good internal communication and which includes together with your PR firm.”
CHOOSE TASKS. “Be thoughtful in how you divide and conquer,” says Tim Marklein, Founder & CEO, of Big Valley Marketing in Northern California. “Your agency shouldn’t necessarily do yet things you do internally. Some functions are better managed externally, some are better managed internally, and others are best managed jointly. Work together to define an optimal workflow.” And here’s a bonus tip to stretch the PR dollar and maximize efficiency: “Minimize the RFP busy work and maximize the value-added interaction,” Marklein says.
THREE MONTHS. I usually tell new and prospective clients, if we can’t get you good media coverage or set up the right story opportunities within 3 months, there are two options: we don’t have a newsworthy article (client’s fault) or the PR firm cannot communicate that narrative (agency’s fault) to the right contacts. Jumping the gun after fourteen days and demanding to know why you aren’t on the front page of the brand new York Times doesn’t work. PR is a technique for savvy businesses who are organized, patient and know how the media works.
TEAMWORK IS KEY. The Cooler Insights website offers both of these gems: “One reason you hire PR professionals to do your pitching for you is precisely because you can’t/ won’t do-it-yourself. So far as possible, allow them to accomplish their magic in cajoling, negotiating, bribing, wheeling and dealing with the media. Let them update you when it's high time, and refrain from harassing them ad nauseum. Which also brings me to the next point…Effective media relations is merely possible when both client and agency reps work closely together. This implies that there should be continuous communication between both parties on what you can do, what can't be done, and also the latest updates or developments in a campaign. Vanishing into twilight zone and expecting your agency reps to spin an enormous yarn ain’t gonna work.” Weekly or bi-weekly written reports are standard.
OFFER MORE CONTENT. The Can Impact blog page by Debbie Meltzer recommends bulking up premium content. “Publishers are focusing more on pr announcements that integrate visuals, or video, and e-paper links, and the more impactful, the better,” Meltzer says.“A PR partner is not a magician who can wave a magic content wand. Nevertheless, a good PR partner will talk to with you how exactly to create and leverage powerful content without making you work regular on a production line … Do the heavy lifting when it comes to background content.”
“Editors and publishers desire a steady supply of smart, impactful content,” said Marklein of Big Valley Marketing. “Market-savvy companies desire a content engine (and partner) that may create, curate and syndicate compelling content across multiple channels. This goes way beyond news releases and data sheets - and really should put visual storytelling front and center, anchored by a corporate blog and active social channels.”
FACT CHECK. Cooler Insights suggests clients should “Always insist upon being the clearing house for all written or official communication materials like pr announcements and advisories, fact sheets, speeches, boilerplates, quotes etc. Don’t expect your PR consultants to learn your mind and absorb all of the facts through yogic meditation.”
BE FLEXIBLE. Strategy and blueprints are excellent, but sometimes reality gets in the manner. As Mike Tyson says, “Everyone’s got an idea until they get punched in the facial skin.” Often, a customer and agency working together can strategize and anticipate client reaction, media interest and internal barriers. Then external events arrive like a punch. Example: we spent 90 days planning to promote research and professor expertise for “THE ENTIRE YEAR of Finance” for an Ivy League business school. Seven days later, the applications for his or her one-year Biochemistry MBA took a nosedive. The very next day we put that on hold, drove to NORTH PARK, interviewed current students and their employers and worked for 14 days right to create a front page story in the NORTH PARK Business Journal, articles in biochemistry trade journals and other media.
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