We've all heard horror stories about how PR agencies have screwed up - disorganized service, too little attention from senior agency staff, too little experience on the account team, and the list goes on.
I’ve also heard plenty of horror stories about clients and how hard they are to work with. (I covered that in an
earlier blog post.)
In this blog post and a follow-up post, I’ll provide my own template for public relations best practices for agencies and clients to work together. My goal is to provide a template to help clients and potential clients know what they should expect as well as what will be expected of them, and to help other agencies organize their account services for optimal success. I welcome input from clients and other agencies on anything that I might have left out.
While the budget for public relations agency services dictates the amount of work and the level of activity a PR company can provide, there are certain basic components that are necessary for success no matter what the budget is. In my experience, it’s very difficult to achieve success for any client without providing those basic services and activities. When the budget is too small to afford these basics, it’s generally a good sign that both the client and the PR firm would be better off not starting a relationship.
I’ll start at the beginning – of the client-agency relationship, that is!