C&C Blog Series – How to get the most out of your PR Agency Part1
Blog #1 – Relationship Goals
The New Year is in full swing. With that come new brand strategies, communications objectives and budgets. So whether you’re embarking on a new relationship with a PR agency, or looking to maximize your existing one it’s important to ensure you are getting the most out of them. In this three-part blog series, the team at C&C provides helpful tips on how to do just that – along with some of our top learnings.
Our first blog of the series examines relationship goals. Like any relationship, you get out of your agency partnership what you put into it. Here are some key tips on how to effectively build and strengthen your agency relationship.
Let your PR Agency into your Inner Circle – In our experience at C&C the best client and PR agency relationship happens when the agency is viewed as a seamless extension of the brand. By making your agency feel like a part of the team, they will be more equipped (and, inspired!) to put their best PR foot forward.
Setting Expectations & Goals – Regardless if the agency relationship is new or an existing one it’s important to set expectations and goals from the get-go. This ensures everyone is on the same page and working towards the same communications objectives. Without goals your agency has no set direction and can end up spinning their wheels and wasting valuable time and resources that do not align with the overall communications goals of your campaign and company.
Sharing is Caring – Most PR professionals are information junkies (we certainly are!) and the more information we get the more we have to build on to generate ideas to help achieve your communications objectives. Be sure to keep the information flowing through regular updates with your agency via weekly or bi-weekly PR update calls or in-person meetings. At C&C we have created a Work in Progress (WIP) doc for our clients that clearly outline the status, roles/responsibilities and deadlines of current and upcoming projects. This has proved to be a value and cost-effective tool for our regular PR updates with clients.
It’s Never too Soon – One of the most frustrating things for a PR professional is being given an amazing brief with little or no time to brainstorm or plan. Give your PR agency a head’s up as soon as possible on new product information, upcoming events or news – even if it’s not confirmed or in its infancy stages – so it can get on our radar and we have sufficient time to brainstorm and plan.
Ban the PR Silo – Most often PR can be silo’d off from advertising, media, and digital agencies. It’s important to bring all your external teams together when in the brainstorming and planning mode. By giving PR a seat at the planning and brainstorming table – especially in these times where authentic content is a key driver – you’ll get exceptional results.
Next week the second part of our blog series looks at Reporting 101 and how to be report-savvy without tanking the budget.
Watch for our additional #weeklyprtips on #wisdomwednesday for the next six weeks via Twitter @cowanandcompany