Every PR agency rep has felt that momentary panic when a hot new business lead calls and asks, "How many companies in our industry has your agency worked with?"
"None," I say, taking a chance. When they don’t hang up, I quickly continue, “But we have the advantage of not knowing what not to do. We’ll build on a blank slate.”
No hang up ...
I continue, "It’s not industry experience that should top your priorities, but the PR firm’s successes in achieving similar clients’ goals regardless of industry experience.”
Did not get a hang up!
My phone experience leads me to say to prospects, “Re-think your priorities to better your chances of getting a good agency match.” Consider the following:
Industry knowledge: This should not be on the top of any list. Industry knowledge is quickly absorbed -- one week to dig deep into smart research; find out how the media covers this industry; understand where a company fits into its media landscape; analyze the industry’s social media voice and build relationships with the right people while asking the right questions. Focus on similar experiences with similar company goals and successes reaped.
Multi-nationals versus boutiques: Given the right people and talent, size no longer matters. Perceptions that multi-nationals are unique in having international capabilities and many experts are no longer valid. Smart boutiques partner with worldwide agencies like Worldcom Public Relations Group (that lists 140 firms as resources worldwide) to match those capabilities. It comes down to quality of talent. Boutiques have the advantage of being un-encumbered by a parent company that looks only at bottom line. This narrowness sometimes hampers senior level involvement. Often size can be a hindrance.
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Location: The nearness of an agency to its client matters only in local event management and the handling of local personnel, e. g., managing street teams, etc. Otherwise proximity matters little. With web conferences and for local, regional and national media outreach, as well as global social media outreach, it is a non-issue.
Reputation: Don’t be too influenced by the industry reputation of an agency. A previous management might have built that rep; it may no longer be relevant when you search. Also, what may be right for one company may not be right for you. Reputations can be variable and short lived.
Award-winning agencies: Don’t be won by “award-winning agency” headlines. Because an agency has won awards does not guarantee it’s the right agency for you. Awards are subjective, often dependent on subject matter. Some agencies don’t compete for awards because of time spent on them. Be wary of award headlines. They may not apply to you. Check out what you buy. Creativity in reaching customers, digital skills, up-to-date media knowledge, and persistence always outdo awards.
What always matters is talent, strategic thought, expertise and chemistry. Your search is bound to win if it finds this combination.
Noemi Pollack is the founder and CEO of The Pollack PR Marketing Group, a 30-year-old integrated PR and marketing agency in Century City, California.
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