Best Ways to Maximize Your PR Agency Partnership

Nov 22 2016

Best Ways to Maximize Your PR Agency Partnership

Many companies hire a public relations firm to help increase exposure of their product or service, but sometimes may not fully understand that it takes a certain level of client participation to execute a successful PR campaign.

Below are a few ways that companies can leverage their agency partnerships to ensure a highly productive working relationship and get the best return on investment.

Tell Your PR Firm Everything – Many companies have real news they often don’t recognize  themselves.  That’s what we’re here for.  We’re news experts.  So, please, feel free to tell us as much of what is going inside the company as possible.  You may not think that your CEO holding management meetings while skydiving is significant news, but it is.  The more your agency knows about your firm, the more we can help.  And we are professional gatekeepers – we will always confirm what information is not for public consumption and what is.

Know the Journalist Is Our Audience – Understand that PR firms have to leave the marketing and industry jargon out of conversations with media.  It helps when you speak matter-of-factly to your PR firm because we are your conduits to the media.  So know that we will ask a lot of questions that may seem simple, but they are the same questions a journalist would ask.  We may also write in a straightforward fashion. That also is a tactic to make the journalist quickly understand the importance of what you do in easy-to-understand language.

Treat Media Interest Like Gold – Media interest is what we seek and when we secure it, it’s helpful if clients respond quickly.  Media will often move to the next story rather than wait for an interview to take place.  Companies should give media the same priority as their most important customer.  Why?  Because that media person could very easily represent thousands of your potential customers.  And that can be a game-changer.  We see it all the time.

Having a strong working relationship with your agency is not only necessary to help your company achieve its goals, it will allow you to get the most value out of your partnership.

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Gaby Lechin