While every public relations firm and client hopes for the best possible outcome from their partnership, even the best laid plans can get derailed.
Perhaps it’s a product launch that had been central to the PR strategy, which gets postponed indefinitely, or a major feature story on the company that gets cut from the publication without notice due to space constraints. Whatever the challenge may be, the ability to rise above it and move forward relies on a symbiotic relationship between the client and agency. So what defines a symbiotic relationship?
When we first engage with our clients, we do our best to help them understand not only what they can expect from us, but what their roles are, as well.
Being entrusted to manage a company’s public image and brand is an honor and responsibility that we take very seriously. It’s our job to be proactive, seek out every opportunity to tell our clients’ stories, and create compelling and engaging reasons for the media and public to share those stories. To do that, we rely on our clients for a few things.
- Share information, company news and developments with us in a timely and consistent manner. This is essential. It’s our job to act on behalf of our clients as an embedded member of their organizations. The more we know, the better we are able to seize opportunities for them.
- Be responsive to media opportunities, which often requires quick action since journalists are typically working under tight deadlines. Reliability and promptness when responding to media inquiries can make or break a relationship with a reporter and an opportunity for coverage.
- Be accessible for approvals on press releases and other materials. If you’re not available, designate a second point of contact so we can keep things moving.
- Provide honest and consistent feedback. We want to meet your goals so tell us when we’re off track.
- Recognize that earned media coverage requires time and consistent pressure on the gas pedal. As much as we may all wish for instant gratification, we appreciate your patience.
Every PR program will encounter its fair share of challenges. It’s critical that PR agencies and clients work together synergistically in order to overcome setbacks and prevail.