During one of several recent potential new client meetings, as I listened to a successful business owner tell me over and over again, “Yes, yes we already know what to do, we just don’t have the bandwidth to do it” I wanted to smile, but of course I didn’t.
It is true that bandwidth is always an issue, especially for start-ups or solo entrepreneurs feeding and fueling their vision. However I will argue that selecting an outside agency should amount to more than hiring “arms and legs.” If aligned, you are embarking on a relationship with a key stakeholder and business partner that will help you define and grow your business.
First of all let me dispel the notion that (the good) agencies or solo PR practitioners are in business to simply bill hours. This is not the case among successful people in our field.
We are vested in your growth and success. Your wins are a reflection and proof point of our success and our skill as PR professionals. In the consulting space, we cannot push a button; we cannot “increase production” of our services without increasing our hard costs and our investment into our business by hiring additional talented people. When the client falls short of success for whatever reasons, the agency partner is almost always the first to feel the bottom line impact.
So, agencies and practitioners cannot afford to make investments and enter into service for clients with whom we cannot envision succeeding.
Now that we’ve cleared that up, following are some tips for managing your relationship with your PR agency for maximum return on investment:
- Communicate + Be Honest
We know your days move at lightning speed. For most young companies, this is the norm. Take the time to share what’s happening with us. Knowledge is powerful in our hands. We know some things are not going to stick but be sure to tell us what’s confirmed and what’s in your pipeline going forward. We can continue our focused execution on what you have today but we can also start laying the groundwork for tomorrow’s success.
- Understand Roles
As our client contact, your day-to-day looks very different from ours. We know you need to focus on your business and continue making it happen. You have internal business partners that need you. Know that we are 100 percent focused on making sure that your most important influencers and customers know what you are doing and how your company is making an impact in your market space.
- Objectivity + Focus Are Your Friends
As an outside voice, we are by definition objective. This is key to achieving your business goals. Objectivity enables us to remain relentless and focused on results-based execution. Our job is to make you look good. We don’t know how to rest on our proverbial laurels of past success. We are always focused and looking at next.
- Knowing ≠ Execution
We know that you know what your business needs. Trust that we know how to execute a public relations strategy that compliments your company’s goals. We’ve done this before. We offer value in our ability to leverage our credibility, to craft your story, to deliver it to the right audience and to adjust as needed in order to continue to drive results.
- Relationships + Industry Expertise Matter
Beyond picking up the phone and pitching your story, we look at the industry and market space and we know how to make the connections for you. We have seen many of the situational challenges you face before with other clients in your space. Let us bring our relationships and our industry expertise into play to help you.
Helpful, interesting or entertaining? Feel free to comment or to share your experiences as either a client or service professional. In the end, remaining aligned on goals, defining success and most importantly, honest communication will inevitably translate into success for all.