Clients are successful at PR when…
Having spent the better part of 20 years working in PR agencies I can tell you that one of the most common discussions with new clients revolves around measuring success. In order to design a program to meet and hopefully exceed expectations, we ask questions like what does success looks like, 90 days from now, six months or a year down the road? Are we focused on media, content, social media or demand generation?
As an agency, we also spend time talking about how we can best serve the client in terms of interactions and communications, formatting and reporting, etc. However, what we tend to spend very little time discussing is what the client can do to help ensure their own success.
When companies hire a PR agency there are often assumptions made that can limit the potential impact of the program. One, that success is completely reliant upon the agency. And two, that the company knows how to effectively work a PR agency. The reality is, establishing a successful program is a shared responsibility.
With that in mind, here are three things for companies to consider when starting a relationship with a PR agency that can help ensure long-term success for everyone.
- Treat your agency like a partner, not a vendor: Vendors deliver office supplies, partners provide strategic counsel based upon years of experience and interactions with media. Allowing your agency the opportunity to provide you with open and direct advice and feedback is essential to maximizing your investment.
- Bring us in early: Don’t wait until the last moment to get input on the timing of announcements or how to best position business issues to media. The earlier we are involved in the planning process the more likely we are to secure a positive outcome.
- Don’t be afraid to ask for help: As an agency we have the benefit of seeing many different approaches to PR programs and can help you design a system based on best practices that works for you. You are paying for our expertise, don’t be afraid to take advantage of it.
Successful PR relationships rely on both sides collaborating to achieve a common goal. If you approach yours with these thoughts in mind, you are more likely to realize the results you are looking for.
Ready to take the next step? Check out our four tips to selecting a PR agency.