A guest post from PRCA
Interested in getting better results from your PR activity? Perhaps you need to improve the relationship with your agency?
Richard Ellis at Public Relations Consultants Association offers a good piece of advice for getting the most out of your PR agency. He says that “getting the best out of your agency isn’t the same as getting the most out of your agency. If the team working on the account are stretched, rushed and bullied they will often lose their creative spark and focus on volume of activity, not effectiveness of activity.” How true!
What is your relationship like? Here are 4.5 tips for getting the best not the most:
1. Have a clear brief with defined objectives. Also make sure you define the success criteria.
2. Agree your working relationship – do you want to talk weekly and meet monthly for example? Or do you prefer being contacted by email? The more in touch you are the more in tune you will be.
3. Don’t be the one to hold things up. Often your PR agency will need your input signing off releases or want to put you forward for a press interview. These in my experience are almost always time sensitive – news waits for no one.
4. Pay on time and certainly within 30 days of the invoice. This is particularly important for small agencies.
4.5 Integrate your PR agency into your team back at HQ… it works wonders.
For one or two companies employing an agency there is an extra set of tips that might also prove useful: be available, responsive to advice and don’t expect something for nothing!
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