PR Relationships:
What are your intentions?

by Tamara Wilson

Media, Inc., Issue 4 2007

Many businesses have some form of in-house marketing assistance, but it's common to partner with a public relations agency for extra media visibility. If done right, you’ll find a firm knowledgeable in media and industries beneficial to your company. Think of a PR relationship as dating: It can be short term, or last for many years.

Wooing: Of courtship and compatibility

A company of any size will benefit from public relations, but the question is: How far do you want to take the effort? When you sit down with the prospective firm, are your end goals congruent with the type of contract you've set up? Are you a “love ‘em and leave ‘em” type client, or are you in it for the long haul? Laying out expectations at the onset will help your company invest wisely, purposefully and help all involved.

Short term dating: Project work

For a product/service launch, sometimes companies need only a three to six-month term. These concentrated efforts can require a great deal of planning and critical paths built to ensure every detail is fulfilled. With limited time, and a focus on a select audience, agencies often go deep and broad in outreach. Once the project is done, the agency can recap the work, results and hand off any follow-up to an internal company contact.

Getting serious vs. exclusivity

There is a misconception in public relations if a firm handles one particular client it couldn’t possibly take on another of the same category because it would create a conflict of interest. Not all firms guarantee exclusivity. If the firm has a perceived competitor, ask to put a totally separate team on the account. Perhaps surprisingly, the firm’s strong media relationships are generally shared (not hoarded) among team members. Keep in mind exclusivity brings no greater guarantee of results.

The ring: a retainer relationship

Many companies seek public relations for the long haul. They want a watchdog on trends in the field, cross-marketing opportunities; tell compelling brand stories; and help avoid (or deal with) potentially damaging crises. This fluency doesn’t happen overnight; it builds over time, and evolves with the changing needs of the company. A retainer relationship often gives the client access to deeper agency services. Over time, if done well, retainer clients work symbiotically to achieve the client’s marketing initiatives and long-term goals.

The break-up: ending the contract

Dear John letters are never fun, and an unforeseen break-up can really sting. Contracts, whether short- or long-term, offer a 30- to 60-day “out” clause in which the client can cut it short without penalty. Gallantry comes in the form of communication and shared expectations. However, even the best laid plans can come to an end. Sometimes communication styles clash, budgets and “group think” become problematic. Whatever the reason, the best closures are done gracefully on friendly, face-to-face terms.

Are you in it for a date or the ring? Get that PR relationship off to a healthy start and know before you go.

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