Any client thinking of working with a PR agency needs to be aware upfront of what’s required to optimise results that strategic PR can bring. It’s about chemistry, commitment, honesty, passion and a mutual desire to succeed. It’s not about signing a contract or quote and expecting the process to happen spontaneously. It’s about investing time and resources (yes, sometimes a lot of both), or else you’re wasting your money.
So what do PR agencies need from clients?
Content
It may sound obvious but unless we have access to your viewpoints, insights and perspectives, we’re not going to able to deliver anything but bland content. While the onus is on us to research your brand and industry and dig deep to find issues and insights, we can’t work in a vacuum, we can’t manufacture content and we certainly can’t read your mind. More than anything we want to deliver relevant content that resonates with you audiences. Share with us your strategy and your business plan and as much else as you can – it’s amazing how often we find gold.
Face time
Probably as important as content is spending time with you, not just talking through the items at hand but about your brand, business and industry. Research is good to a point but your viewpoint often gives us valuable insight and content, adding layers and depth to our output. So don’t cancel meetings – we truly value face time. It also allows us to build relationships with you, so let’s get to know each other a little bit more.
Jump at media opportunities
Most clients don’t understand the time and effort it takes us to secure the right media opportunities (and nor should they have to). But what you do have to do is commit to the process in terms of willingness and availability. Don’t tell us it’s inconvenient and ask to reschedule. It disrespects our time, and more importantly, disrespects the media process. There may not be a second chance.
Communicate and collaborate
Trust us. Working with any PR agency should be a collaborative process. You hired us for a reason – because you believe that we are good at what we do – so please listen to our advice, be it a high level strategic recommendation or something less weighty. Listen to us if we tell you that we need professional headshots. Understand that when we tell you that something isn’t news, it’s because it’s not. Share with us any pain points when they start to become apparent so that we can fix them fast.
Put these all together, commit to them, and you’ll commit to a PR process that shows true value.
