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Getting the most out of your PR agency doesn’t mean squeezing the life out of them. Conversely, it also doesn’t mean that you just let loose completely and pray everyday that page one news would come on its own. Sorry buddy it doesn’t work that way.
So what can you as a client do to optimise the Client-PR relationship?
If you are planning to get BBC, CNN, IHT, and NYT covering your news, then you have to make sure that this is explained to your hired PR hack from the start. Don’t surprise them later by saying that you didn’t score an interview on international media. It is all about managing expectations – yours and theirs.
One reason why you hire PR professionals to do your pitching for you is precisely because you can’t/ won’t do it yourself. As far as possible, allow them to do their magic in cajoling, negotiating, bribing, wheeling and dealing with the media. Let them update you when the time is right, and refrain from harassing them ad nauseum. Which also brings me to the next point…
Effective media relations is only possible when both client and agency reps work closely together. This means that there should be constant communication between both parties on what can be done, what cannot be done, as well as the latest updates or developments in a campaign. Vanishing into twillight zone and expecting your agency reps to spin a huge yarn ain’t gonna work.
Always insist on being the clearing house for all written or official communication materials like press releases and advisories, fact sheets, speeches, boilerplates, quotes and so on.
Don’t expect your PR consultants to read your mind and absorb all the facts through yogic meditation!
This is important. You need to know what the outcomes of campaigns are like on a running basis and not just at the end of the campaign which may be too late. Establish with your consultant what a reasonable frequency is like for Work In Progress (WIP) briefings.
PR is sometimes called the information business because it is all about that. Anybody who works with a journo would know that facts, figures, and spokespersons are vital. As much as possible, without compromising your organisation’s trade secrets, share information openly.
Don’t shield your key executives from all media queries, because the media (and your PR consultants, though they won’t tell you that of course) hate that. The veil of secrecy may tease sometimes, but not when you expect a feature in Forbes, Business Week and Times magazine.
Of course you didn’t just fritter away tens of thousands of dollars in agency fees just to do it yourself. However, it does pay to understand and learn about the news making process.
In this regard, ask your agency reps all the questions under the sun about why certain activities can hit the limelight while others fail. Befriend the journalists and editors too and network with them. Once you understand how things work in the “dark side” you would better appreciate what your hired “spin doctors” are doing for you.