You have all the time in the world on your hands at work. You are happy to draft a press release at a moment's notice and then prepare to launch a widespread PR campaign shortly thereafter, right?
Now that I've got your attention, let's face the facts. You've hired a PR agency because the exact opposite is true. You are buried in work and want an experienced and proactive PR team that can make you and your company look good -− with the least amount of oversight on your part.
Your wish list likely includes strategic counsel, creative thinking, outstanding project management, and a team of experts that can own the process of getting your message out to the right audience, at the right time, through the right channels.
What you don't want is an agency that adds to your workload because they just "don't get it."
A successful client/agency relationship is more than an ordinary vendor relationship: it is a partnership. It must be collaborative, leveraging each other's strengths, resources and experience. And like any good relationship, you also need the right fit, a high level of trust, and strong accountability.
Here are some tips to help make the relationship with your PR agency a little less painful and extremely successful:
1.Set the stage
Whether it's an entirely new agency partnership, or just a new initiative with your existing PR firm, it's important to equip them with as much information as possible. What are your business objectives? What will be your measure of success? Do you have research to support your message? Who is your spokesperson or third-party advocate? And even seemingly trivial details, like the best way to reach you, can help move the relationship in the right direction.
2.Establish processes
Every organization has different practices in place when it comes to communicating externally. To avoid last minute scrambles or errors, articulate these practices to your agency at the start of your working relationship or at the start of a new campaign. For example, how long is your internal approval process? Do press releases always need to go on the newswire? Is French translation mandatory? A good agency will ask these questions, so be prepared to have the answers or offer up the information in advance.
3.Be open to objective and constructive feedback
You didn't hire your PR agency to agree with all your recommendations. You hired them because you want an expert and objective perspective on how to drive sales, generate awareness and/or build your brand through credible, buzz-worthy media awareness. Don't take offence if they present a radically different approach that has the potential to generate coverage, suggest rewriting content to make it more newsworthy, or even recommend adding a charitable component to a self-serving promotion. Their goal is to ensure that your efforts have as much PR value as possible so they can be successful in helping you meet your business objectives.
4.Collaborate and engage
Think of your agency as an extension of your in-house team. Reach out to them to share ideas and industry insights that will help your future initiatives be more successful. And remember to bring your agency in as soon as you know something is brewing...whether it's good or bad. The sooner your agency is engaged, the better equipped they'll be to deliver a strategic plan, get results and even fend off a bad story.
5.Be responsive
The nature of PR is unpredictable. Your PR agency might suddenly identify a high profile interview request or a new issue affecting your company, brand or industry. The reality is that these situations need immediate attention otherwise you may miss the opportunity to get your message out or risk hurting your brand if the news is negative. Be prepared to work with your agency as quickly as possible to strengthen, and in some cases, save your company's reputation.
With these tips in mind, and recognizing that time is required for both parties to establish a strong relationship, you should be on your way to building a successful pain-free partnership. If you're not, then let's chat.
Is your PR agency a seamless member of your team? Do they make your job easier? Tell us by leaving a comment below.