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How to Get the Most From Your Public Relations Agency

Jan. 22nd, 2014
PR ›

Whether you are sourcing an agency of record and long term PR partnership or simply looking to drum up media coverage on a short campaign – your ultimate measure of PR success will come down to resulting coverage. Vancouver PR firms are among some of the best in North American for offering innovative campaigns that …

Whether you are sourcing an agency of record and long term PR partnership or simply looking to drum up media coverage on a short campaign – your ultimate measure of PR success will come down to resulting coverage. Vancouver PR firms are among some of the best in North American for offering innovative campaigns that produce widespread media results. But without understanding how to optimize your firm, you could be losing out on thousands of dollars and countless media opportunities.

Here’s how to get the best from your agency:

Involve Them at The Ground Level

Hindsight is twenty-twenty, but before embarking on a full-blown launch campaign and tacking PR on as a final addition to “get the word out” – consider PR collaboration from the get-go. Invite your PR firm (or a firm you’d like to work with) to the table in the early stages of campaign development. This creates a forum to generate valuable, fresh perspective and ensures that your final marketing campaign hits the mark for both paid and earned media and generates the ever so coveted potential to “go viral”.

Goals, goals and more goals

In the words of George Harrison, “If you don’t know where you’re going, any road’ll take you there.” Working with a public relations agency might take on the same mantra if you don’t maintain a focused pursuit of goals, numbers and expectations.  A committed PR agency will rise to this challenge and offer the solutions and structure to get you where you need to go.

Be Available and Reliable

Understand key times when your PR firm is pitching media and what is expected of you. Be clear on your availability and schedule in anticipation that interview requests or questions for more information may arise.  Failing to make yourself available when media are calling could mean the difference in coverage worth thousands in comparable ad value.

Push Creativity Through New Ideas & Change of Plans

At Talk Shop, our Vancouver PR firm, the team thrives on creativity.  Some of the best PR successes come from suggesting off the cuff story idea to fit with timely news trends. Be open to taking risks when trying something new, as seizing headlines requires the mindset of trailblazer and someone willing to go off the page a bit when the right opportunity presents itself.

Push Results As a Motivator instead of a Dictator

For Mad Men enthusiasts, it comes as no surprise that the days of the bloated Maddison Avenue style agencies have been flipped upside down. The emergence of digital and mobile technology and rise of social media have left the agency world reeling with how to manage budgets that are expected to do more with less. In the same way motivational leaders can eek out more profits from a struggling company, embracing a motivational leadership approach with your agency can mean the difference between mediocre and miraculous performance.

Bottomline, you don’t have to dedicate your day job to getting the most out of your PR agency.  By creating a focused and motivational relationship you can work along side a high performance PR team that produces award-winning ideas well within your budget.  Now that’s a win-win!