If you want to maximize your relationship with your agency to stimulate
success, help us help you. This not only creates a standard of practice
by which you can measure our success, but to know exactly who to blame
or praise. Here are some tips for best cultivating your agency
1. Trust. We make recommendations based on experience, so try to trust
us. Having mutual trust is the most effective way to conceptualize a
campaign, manage a crisis, or develop a strategy.
2. Respond - quickly. PR is extremely dead-line-oriented. Help us
arrange interviews quickly by providing windows of availability and
timely approving of documents that support your messages.
3. Grant access. PR teams need access to high-level executives for
interviews and expert positioning, sales people to discuss sales trends
and good customers, written documentation, and happy clients who will
act as media references.
4. Commit. Getting press simply will not happen without a 110%
commitment from management to proactively provide resources, time,
mind-share, vision, and insight to the PR team.
5. Brainstorm. Bringing even "dumb" ideas to the table helps identify
concepts of your business plan (to highlight in marketing campaigns) so
we can develop the good, eliminate the bad, and know where to focus.
6. Over-communicate. Provide us with exhaustive information about
business initiatives. It may help us find an attractive angle, write a
stronger release, and get you a feature story. If nothing else, we will
bother you less if we already have the necessary information.
7. Be patient. A critical combination of patience and diligence will pay
off in the long run. Getting hits can take months, but any effort can
eventually help generate awareness of your executive knowledge, service,
or product among the media.
8. Set expectations. Give us status updates, even if you still don't
know, so we can keep media deadlines in mind. Setting expectations with
the media helps cultivate our relationships with them, and we can't tell
them what we don't know.
9. Be forward-thinking. If you have an initiative, new client, trade
show, or other event coming up in six months or even a year, tell us
now. It's never too early to strategize, but it is often too late.
10. Pitch us. Pretend we are the media. While we are constantly working
with you to identify good story angles, undoubtedly, you will know about
it before us.