In the dynamic world of public relations, PR agencies thrive from the successes of their clients. It is vital to remember that victories are shared experiences and both parties mutually benefit from wins. Developing an agency relationship is a commitment that both sides must own. The client has to give the time and effort to educate the agency while the agency has to give the time and effort to get up to speed about the client and its work.
Here are 10 ways to make the agency/client relationship a win/win:
1. Define what success looks like right away: From the gate, make sure you agree on specific goals that can be measured along the way. Have an honest conversation about your needs and work with your agency to define how you are going to get there—together.
2. Don’t underestimate a check-in: Schedule weekly calls and reports so that both teams are on the same page. Over-communicate to make sure the relationship is developing in a healthy way. Keep updates on goals and measurable objectives, and be accessible so no one is left in the dark on the progress of a project. Ultimately, share as much information as possible to make sure all parties are maximizing their potential.
3. Think strategically and forward: Revisit goals often to see if progress has been made and evaluate the efficiency of methods in place. If you envision how things ‘should be’ more often, the more clarity you have to change the way things are done in the present.
4. Go outside the box: Do not be afraid to get creative on a project or try something new. Even if the other party is not on board initially with the risk-taking, it could spark another idea that influences the next project. In today’s digital world, innovative ideas are what keep conversation going.
5. Don’t spit out PR agencies:
If you are hiring your fourth PR agency in just a few years, then either you do not understand what PR can do for you or you do not know how to leverage your PR firm’s capabilities. Open up the conversation with the firm you hire, tell the powers that be what you expect and ask them how they can help deliver those results. For the agency, reconsider the client who has hired three shops prior to your engagement with it or help that client identify solutions that are win-win.
6. Beware of the bait and switch: It should be understood that you would present the team that will be working on the project. If you are interviewing a PR agency, ensure that you are meeting with the team that will actually be conducting the day-to-day work on your account. Ask your agency for the team that will be doing the work—and meet with them so that you know what you are getting from the start.
7. Share information: The more your PR agency knows about the day-to-day activities of an industry or business, the more likely it will be successful. Share as much information as you can with the client—do not hold back.
8. Understand a retainer fee structure versus an hourly rate: A retainer does not mean you will get unlimited hours from your PR agency. Do not expect it either. It simply means that you are purchasing a sum of hours from your account team to manage the work at hand. If you go over the budget allotment, an agency should be reporting to you and letting you know that you are about to exceed your monthly budget. This is how an agency makes its money. A $5,000 a month retainer is not the same as a $25,000 a month retainer—and agencies with good business models share this information with their clients.
9. Use your voice: Clients hire you for your perspective and counsel. Do not fear rocking the boat (or losing an account) by voicing your opinion on potentially contentious issues. Clients want strong counselors who can help them chart their course even during difficult times. On a separate note—it should go without saying—reputation is the bottom line in our industry. Protect both your client’s, and your own, by doing the right thing at all times.
10. Have fun: As clients and agencies begin a long-term relationship, both teams need to ensure that they can work together. Like any relationship, this takes time and effort. A strong pair needs to establish trust, challenge each other and collaborate. Get to know each other as people, then learn how to leverage each other’s skills to produce positive results. PRN
CONTACT:
Aaron Blank is president of The Fearey Group, a PR and public affairs agency in Seattle. He is a member of the Counselors Academy, a group of senior-level public relations counselors within the Public Relations Society of America. Aaron can be reached at [email protected].