CLIENT COUNSELLING - Importance of co-operation with the Public Relations Agency
A lot is said and
supposedly understood about Public
Relations from the perspective of an agency undertaking the
responsibility to set groundwork for corporate communication and brand
management. However, the flip side of the story reveals the prerequisite of an
assiduous client, equally dedicated to the cause. The entire procedure of
managing public relations is a carefully planned process with ample room for
growth, rather than a solitary organized event. In order to re-inforce one’s
brand in public memory the clients must participate in brainstorming ideas,
executional activities, such that they become intrinsically recognizable as
self-built or branded which provides for its own original material. Such
clients are also favoured by the agencies in similar circles, making them more
preferable to work with. The tenet is simple: It takes two to tango. A good
working relation ensures continuity, leading to better understanding of a
company’s needs, to propose ideas or solve problems, which means that one must
not treat the business in strictly transactional terms.
Public Relations is an engagement
exercise, done “for/with” the company and not “to” them.
Akin to professional relations like Doctor/patient, Client/counsel, wherein the
service provider acts as the whole and soul during the defined period, a responsible
client must make efforts to be deeply and consistently involved in the ongoing
process. Merely assigning an agency with astronomical hopes to transform the
image of a company for a quoted price doesn’t sit well with the agency which
reflects in the results of the company’s image makeover. A client-agency
relationship is no different than regular ones, and requires similar
ingredients such a chemistry, honesty, trust and the shared hard work. A
company needs to realize that while it can appoint a PR Agency, the latter’s
prerogative exists as well, whether to accept or reject. Handling the
topsy-turvy world of image
enhancement or management is great balancing act to pacify the
media on one hand and the client on the other while working tirelessly to
ensure the job is done. The goal of both is identical, only the method and
business cards vary.
The
responsibility to ensure a successful partnership lies with the company/client
in equal measure. The mantras to be a good client are simple and rely on the
human connection. Public image is a sensitive subject for a company. Therefore,
it’s essential to be strategically involved and transparent from the beginning.
Higher level of interaction, will lead to impromptu adjustment of needs or
expectations and immediate restoration of balance in case of unforeseen
circumstances. Cutting off all communication from the agency for months and
seeking a full report charting the work done, return on investments (ROIs),
etc., is rude and unprofessional.
Secondly, client has to
dispense with a lot of information, which should be done with tact. A PR agency
constitutes of people who have incredible social presence, hence they must be treated
like associates, looking beyond the numbers. If it was only the finance factor,
small companies would have never been able to stamp their media presence as
they do today. Efforts must be made to build relationships, which will motivate
the agency and help secure great coverage.
Thirdly, open communication
channels for easier, faster access. Things move as light-speed in the media.
Only the first is the best, whereas the rest just get bits and pieces.
Streamlining the process of granting approvals, acquiring press materials or
simply media opportunities, or coverage smoothens unnecessary wrinkles. PR’s
secure the opportunity but the client has to take the lead on it and act
immediately, not when the moment has passed. The next photo op or public
appearance could be the next business idea.
Fourthly and finally, never
should a media opportunity be ignored, by citing reasons of inconvenience or
non-suitability. A PR team works tirelessly to secure good coverage
which is why it’s always urgent. In this regard one must have a team ready to
take charge and proceed at a moment’s notice. This is only achievable via
communication. Never hide anything of importance. It is also a PR agency’s job
to convert negative news to positive opportunities.
Hence
foster the habit of keeping assets close to ensure maximum deliverables at the
optimum time.
ReplyDeleteI enjoyed what you had to say, and more than that, how you presented it. Too cool!
Gourmet Food PR at Crier PR