This blog article was published with Slayer Public Relations.
Greenlighting Agency and Client Dating
Trust, communication, compromise, shared values and a goal in mind – this can describe any relationship. When it comes to public relations, relationships between an agency of record and clients are crucial to ensuring success and strong execution of predetermined goals.
The First Date: Starting Out Casual
Public Relations consultation calls are like first dates; agencies and clients are both looking for alignment. This is a two-way street. Agencies are searching for clients that align with their expertise, values, and long-term goals, and businesses are searching for the right PR agency that understands their communications goals.
Date around before making that commitment. Understand your type and explore all options. If you’re in the food and beverage industry, find that local PR agency specializing in food and beverage. In the health and wellness industry? Select a leading PR agency with a proven track record representing health and wellness brands.
Prepare for the first date and plan accordingly. Be authentic, listen and share brand values. As an agency or PR professional, come with an agenda and the proper research on your prospective client, questions that will help you better understand them and highlight your work to pique interest.
We’re Exclusive Now
Once you’ve explored your options, it’s time to make a choice. Weigh your options, who stands out, what are the benefits and drawbacks to each prospective client or agency, and at the end of the day, who are you and your company excited to work with?
When the decision has been made, you’re now in an exclusive relationship. Now it’s time to sign, seal and deliver on those PR goals. This is the time to set boundaries, finalize scope of work, and set clear communications objectives.
The Honeymoon Phase
The first 3-6 months are what we like to call the “Public Relations Agency Honeymoon.” Work is just getting started, morale is high, fresh ideas are in the air and SMART goals are locked and loaded. As a PR agency, this is the time to push forward and challenge the status quo. Data-driven public relations agencies must dig into metrics, brand competitors and do the market research to build PR campaigns unlike any other seen before.
Like a literal honeymoon, this can also be a great time to plan experiential marketing activations. Media and consumer moments are where emotional connections happen, brand loyalty ignites, and lasting impressions are a sure thing.
Relationships have highs and lows. When a campaign doesn’t go according to plan (much like a disagreement with a partner), it’s important to reflect on the situation and remember why you and the public relations agency started working together in the first place. A conflict should never be about who the blame should be placed on, rather how can we come together as a team to solve the problem. Clear communication, especially from a public relations agency, must be the priority to fix the problem. How you and the PR agency communicate will determine it’s truly a good match. Is there really a spark, or did the flame go out after the honeymoon phase?
At Slayer PR, we are food, beverage, hospitality, and lifestyle public relations experts. We guide our clients through the ever changing media landscape – navigating public relations opportunities and experiential moments that keep the fire alive. After all, when we’re in this together, that’s where the magic happens. Through earned media, experiential activations, and social influence, our tailored PR campaigns are designed with the right spark to fuel lasting impact.
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