The PR Agency: Results or Ring-Around-The-Rosy? Part 2

In our last post, we began with, ” So how do you know if your agency is working hard, or just playing ring-around-the-rosy with your money and company?” We talked starting with realistic expectations, then pursuing the agency that’s right for you.

So to continue, here’s the bottom line:

• The number of press clippings don’t matter. Blasphemy, I know. But, would you rather have four news clips in one month, or one big story in a  publication that matters to your customers and prospects? A miniscule mention in the Wall Street Journal (every clients wants to be in the WSJ, whether they have a story or not) is less valuable than Cattle Hide News if you and your prospects focus on beef and hide manufacturing. So, did the agency fail because they didn’t meet the “number of clips standard,” or succeed because Cattle Hide News is the exact target of your business? This is practical PR in progress.

When it comes to PR, here are the practical realities:

• Expectations. I know, we keep talking about this, but it’s critical at the very beginning of a client-agency relationship. When I meet with a client, this is where we start. First, I listen to their PR perceptions and expectations. Then I explain mine and what’s involved in the PR gig. Quality client-agency communications requires an open-door policy that allows candid conversations that can be refreshing, and sometimes difficult. Bottom line, it keeps everyone accountable, intentional and focused. Transparency eliminates friction, confusion and ignorance.

• The Control Factor. An uninformed client–usually a field sales representative that works with the client, calls the PR agency:

“Hey Bob (agency supervisor), we have three sales guys who received Top Salesman Awards at our meeting in Hawaii.
If you could place the story on the inside page 2 of the business section, that’d be great. Oh, we’ve got a great photo too.
Could you get that in this week? Thanks man.”

In this case, we remain calm, get back to the client, provide some education and possibly refer the client to the publication’s advertisement department. As PR professionals, we have absolutely no control of media and a publication’s story decisions, or when and where it will be published. We do the best job possible and remain engaged with the media. The reality is that some months reap rivers of life; others yield times when we feel we’re wandering through the wilderness for 40 years … without Moses. Recommendation: Be patient, know your agency is really working newsworthy story ideas, and recognize that some days are diamonds and some days are dirt.

• Spin, Sin and Doing It Right. High-integrity PR professionals don’t spin or sin  just to get a story placed. We avoid lies and exaggeration. In fact, we abide by codes of ethics from The Council of PR Firms, PRSA and/or IABC. We also counsel clients to focus on quality of news, not quantity of news releases. Quantity results in irrelevant information, not news. Long term, this quality news approach makes the client and agency look a lot smarter to editors and reporters. One alternative news strategy is to identify press-worthy news releases that you actually distribute to media, with others being written but posted only  to your website’s newsroom and being only sent to employees, suppliers, customers and prospects.

—The PRactical PR Guy, Dallas