How to Get the Most Out of Your PR Firm – Part 2

In our previous post (http://wp.me/ppqb5-qI), we offered the first five of 10 things you, as a client-side PR professional, can do get the most from your PR agency.

My contention, based on more than 30 years in the PR profession on both the client and the agency side – is that the best way to get the most out of your company’s relationship with its PR agency is to invest more thought and time into the actual relationship. 

Nurture it. Feed it. Grow it.

If you want to get more satisfaction, better ideas, better service and ultimately better results from your PR firm, here are tips six through 10 for building a better relationship:

6)      Make a sincere effort to show your appreciation. When the agency provides exceptional service, meets a crazy deadline or scores a major media hit, make the time and the effort to recognize it with a call, a text or an email.

7)      Be honest. If your boss doesn’t need that release draft until next week, don’t ask the agency to have it done today. If your account team suspects you are crying “wolf” too often, they may not take you seriously when you really do need something today.

8)      Provide the agency with feedback on projects promptly.  Even if it’s just to say “Thanks for the draft. Looks good. I’ll run it by the product team and will get back to you,” close the loop so they know the project has been received and is moving along. A good agency will ask, but an agency with a good client won’t have to ask.

9)      Trust the agency enough to really listen. If you chose the right firm, the account team is on your side and wants you to succeed. You may not always agree with them, but you hired them for their expertise and their outside perspective. At least hear it out. And if you don’t agree, give them insight as to why you are may be taking a different path.

10)      Make sure the housekeeping issues are being handled. Ensure that the agency is being paid fairly and on time for its work. Be the agency’s advocate with your Accounts Payable Department if there are payment issues. Cash flow is critical to every agency’s success. And if you help ensure that cash flow is steady, the agency can better focus on generating ideas, opportunities and results for you.

To have the best PR partner, you have to BE the best PR partner … and most times, all it takes is a little more focus on the relationship you create.

Clients: What else are you doing that helps make your company your PR firm’s preferred client?

How to Get the Most Out of Your PR Firm – Part 1

We are all trying to maximize value these days. Get more for our money. Squeeze more results from a smaller budget. Focus more effort on higher return activities and less effort on low-return projects.

PR is no different.

But in an era marked by hammering vendors, squeezing suppliers and conducting auctions to drive costs down, oddly enough, the best way to unlock the hidden extra value  and get the most out of your company’s relationship with its PR agency is … to invest a little more thought and time into the relationship. 

It costs very little, and can have huge returns.

After all, PR is a relationship business, and human beings, not machines, do the work within the framework of a relationship.

The key point is: the difference between what individuals on an account team are capable of doing and what they are willing to do is determined by how much they value that relationship.

Having worked on both the corporate and agency sides of the PR business, I have noticed that the most effective relationships were those where the client treated the agency like a true partner, rather than just another vendor, and treated the account people with respect, dignity and kindness.

And the agency, in turn, gave the client preferential treatment – the first priority, the brightest account people, the most innovative ideas and the best service … because the agency personnel felt they were personally vested in a relationship.

If you want to be your PR agency’s preferred client, here are the first five of 10 simple things you can do:

1. Give the account team the information, perspective and access to executives they need to do a great job for you. Help bring them into your organization and keep them informed.
2. Treat the account team with the same grace, care and compassion you offer your teammates and customers. It’s a fact of human nature: people will do a better job for people who treat them well.
3. Respect their opinions and their time. They hate being ignored or wasting time as much as you do. Maybe more, because the agency folks have to account for every ¼ of an hour.
4. Be realistic in terms of your expectations for results, deadlines and cost. Stretch goals can encourage people, but impossible goals will only discourage them.
5. Be organized, plan ahead when possible and offer a heads-up if a “hot” job is coming. This reduces stress and allows the PR firm to marshal the necessary resources to meet your needs. If every job you give them requires a panicked rush, you’re likely to pay extra in the long run.

See next week’s post for tips six through 10.

Business Best Practices: High 5 – Giving Credit Where Credit is Due

(Post by Jessica Killenberg Muzik, APR, Vice President – Account Services)

As communicators it’s easy to get wrapped up in the chaos that is often our day-to-day work life. In these times, I find it is more important than ever to acknowledge those that are making it just a bit easier to do what you do.

Such acknowledgment is what I’d consider a key business best practice that will help motivate your team to continue to do well for your organization and its customers or clients.

Years ago, our firm implemented a program called “High 5.” Adapted from a similar program our president, Jim Bianchi, had heard about, it is a simple recognition program for all employees.

When someone within our organization goes above and beyond the “call of duty” … or just plain does a “rock star” job on a project, a colleague will send a bit of a “shout out” email to Jim and cc: the individual that is being acknowledged for their stellar work.

The email includes the following info in brief form: who is getting the High 5; for what client; and why.

Jim prints these emails, folds them in half and puts them in a manila envelope. About every six or eight weeks — or whenever there are 20 or more emails in the folder — we hold a drawing at one of our weekly staff meetings. Two of the recognition emails are drawn, the emails are read aloud to the entire team, and winners are awarded a gift card. The rest of the emails are filed away, and a new envelope for the next drawing is started.

It’s a small gesture, but one that our team has come to enjoy. And it’s not just about getting a gift card (although I’m sure the prizes are appreciated); it’s about receiving recognition — in the form of a virtual High 5 from a co-worker.

It’s the simple things in life that can sometimes have the most positive impact. And we have found if you acknowledge the good work of others, more good work is bound to follow.

What best business practices have you implemented within your organization to help motivate your team to excellence?

New Tools, Old Rules: Social Media Policy

(Post by Jessica Killenberg Muzik, APR, Vice President – Account Services)

When asked about social media policy, I once heard a PR executive sum it up in this way: “It’s just new tools, old rules.”

Social media has indeed given professionals a new set of tools in our collective toolbox and with that comes the need for proper use guidelines. The key is developing a social media policy that will help regulate, but won’t smother, the personal and open nature of new media within your company.

Here are five key points to keep in mind when establishing a social media policy:

1. A policy with a purpose. Your social media policy should have a positive purpose behind it, focusing on the things that employees can do, rather than what they can’t do when it comes to posting.
2. Identify roles for consistency. In any organization, certain individuals are responsible for certain tasks. Pick an administrator (or more than one depending on the size of your company) for your social media sites. The administrator will be responsible for making significant, consistent announcements on behalf of the organization, responding to questions or complaints, and resolving issues.
3. Encourage good judgment. Social media sites provide a place to be professional and helpful, not an open forum to complain or insult. Employees should be encouraged to post, but to use common sense when doing so. And, if questionable, they can always run a potential post by the social media administrator for approval before posting.
4. Respect copyrights. Giving proper credit where credit due is a must. Employees should be made aware that they must have permission to use others’ material (with attribution, if necessary) before it is posted.
5. Prepare for problems. Just as with any policy, there should be basic steps to follow in order to recognize and fix problems to your social media sites in a timely fashion. Again, this is where having an administrator comes in handy.

Bonus tip: Make your policy a living document. Changes and additions should be made as more is learned and experienced. When updating or revising your guidelines, keep communication open between your administrator and employees to leverage feedback. See feedback as an opportunity for continuous improvement.

For some examples of social media guidelines from various companies, see the Social Media Governance website, which has an online database of more than 200 social media policies.

Getting Quoted and Noted in the Media

(By Jaclyn Reardon, Assistant Account Executive)

It’s no secret that one of the goals of PR is to get your company’s executives and experts quoted in articles. You want it, your company wants it and your PR firm wants it.

Having your executives seen as expert sources in the media’s eyes should be an integral part of your communications plan, as it helps to strengthen media relationships and helps pave the way for future coverage and interviews.

Even when your experts aren’t talking about the company or product, it’s important to build a reputation as a knowledgeable source on industry trends and issues.

Here are some things you and your spokespeople should keep in mind when talking to the media:

• Background Check – You want your spokesperson to know everything they can about the reporter they’ll be talking to, in advance. What is their writing style? Their background? Do they typically cover companies like yours? This information will help you be more prepared going into the interview and also ensure you’re giving the reporter exactly what they need.
• Why You? – If you or one of your spokespeople is uniquely qualified to speak on a certain topic or trend, be sure to emphasize that fact when talking to reporters. Not in a sales-y way, but rather weave-in expertise and distinct qualifications when you talk about what your spokespeople know and how they know it.
• Offer New Angles – Often when talking to a reporter, you might recognize another angle to the story that might help the reporter. Even if the angle doesn’t directly pertain to you or your product, be sure to suggest other avenues for journalists to investigate. They’re always looking for ways to round out their stories and will appreciate the ideas.
• Build Reliability – Reporters work on tight deadlines and when they need something, they need it yesterday. If a reporter reaches out to you, try to respond promptly and have succinct, approved key messages and facts ready. Your communications team can help by preparing messages surrounding potential topics and trends in advance and always keeping them on file.
• Add Some Spark – Think of interesting ways you can get key points across so they come out as memorable soundbites. Use an impressive or alarming statistic or find ways to use humorous examples or real-live stories to tie in to today’s trends and issues. Reporters are used to typical canned quotes. If you can give them something memorable and engaging, you’ll move to the top of their go-to list.
• Bring Energy! – Try and crank up your enthusiasm about 25 percent during an interview. Reporters are trained to be critical and if you don’t treat your topic as if it is important or exciting, how can you expect the reporter to? 

For some additional tips, check out our past E-newsletter: Why Media Training is a Must! and tipsheet: Whether by Phone, Radio or TV: 7 Media Interview Tips for Any Medium.

Do you have more ideas on how to maximize a company’s interview opportunities? 

A Picture is Worth … 53% More Likes and 104% More Comments

(Post by Jessica Killenberg Muzik, APR, VP – Account Services)

We have said it before … “everyone reads pictures.”

And according to a recent study by HubSpot – which evaluated 8,800 Facebook posts from B2B and B2C companies – posts with photos on Facebook pages received 53 percent more likes than the average post. In addition, photo posts attracted 104 percent more comments than the average post. 

The findings of this social media engagement study emphasize a big opportunity for business.

Using photos to increase likes and comments, can increase a businesses’ EdgeRank – Facebook’s visibility algorithm – helping to boost page content to appear in the news feeds more often.

And increased visibility, in all forms, is key when it comes to marketing a business.

Here are five tips gathered from our staff and Inc. magazine on using photos to boost your company’s online engagement:

1. Use the Right Stuff. Make sure the photo is interesting, good quality, pertinent to your business and customers, as well as appropriate for your audience. Also, if you use someone else’s photo, make sure you have permission and provide appropriate credit.
2. Show Your Stuff. Use photos of your product or service to bring your words to life and provide a descriptive caption that will interest your audience and lead them to a link where they can find more information.
3. Show Your Staff.  Using photos of your employees on the job or participating in community, charity or civic activities can help your customers and prospects connect on a more personal level with your company.
4. Make it Tight and Bright. Make sure the photo’s subject is well lit and that the key subject fills the frame, so that the product or person is easy to see in the online thumbnail.
5. Make it Searchable. Replace the image’s original, unspecific file name (i.e. IMG0123.jpg) with the name of your product or service and optimize it for online search algorithms, so the right people find the photo.

Do have any photo posting tips to add to this list? Come on, shoot …

9 Ways to Build a Winning Partnership with Your PR Firm

(Post by Leslie Dagg, Account Supervisor)

In a time where the average client-PR agency relationship lasts only a couple of years, we’re often asked how we’ve maintained client relationships that have lasted more than a decade.

In two words, the answer would be: true partnership. While most PR firms have solid processes and competent people who want to deliver for the client, and most clients want their PR team to succeed on their behalf, it takes more than that to create a truly winning partnership.

Drawing from our own, as well as our clients’, experiences, here are nine key success factors:

1. The early bird gets it – The earlier you bring your PR partners into the process, the more value they can add and the more they’ll feel ownership in your program. If you treat them like strategic partners and involve them in strategy development, they’ll be more effective than if they are treated merely as a vendor implementing tactic.
2. Acquaint and integrate – Both the client and agency need to invest time and effort to get to know and understand each other’s organizations, people and goals. A deep-dive session, regular visits to each other’s facilities, sharing materials and constant communication goes a long way.
3. Share the bull’s-eye – Agree upon common objectives, measurables and vision of success upfront, so you can work in lock-step together.
4. Let reality rule – The best relationships are built on trust, candor and honesty. Give the agency enough information so it can provide you with its thoughts about realistic budgets, results, measurements and timing. And agree upfront on what is fair in each of these areas.
5. All-access pass – The partnership works best when: a) the agency provides the client with senior-level attention whenever necessary; b) the agency consistently acts with a sense of urgency and purpose; c) the client provides access to the right people / information; and d) the client makes responding to the agency a priority.
6. Keep your ears open – Listen to understand first, and then listen to respond. Be open to your partner’s ideas. You hired the firm for a reason – its experience, expertise, insights and outside perspective. And if, after careful consideration, you decide not to follow the firm’s advice, explain why.
7. Ward off surprises – By establishing policies and procedures upfront, such as scheduled calls, meetings, status reports, budget tracking, etc., both parties minimize unsettling surprises. Early warnings about emerging issues can help isolate and address problems before they throw a wrench in the plans.
8. Keep house – In the best relationships, both the agency and the client take care of the housekeeping issues: the agency is fair on pricing; meets deadlines; provides solid service; and listens. The client provides clear direction, makes sure the bills are paid and provides timely feedback.
9. Have fun and commemorate – Taking time to celebrate achievements and success is important. It builds camaraderie, offers inspiration and provides mutual encouragement … leading to the next success. After all, fun helps to spark creativity, creativity leads to new ideas, and new ideas drive success!

What success factors would you add?

Favorite PR & Communications Quotes

(Guest post by Account Supervisor Leslie Dagg)

Sometimes there’s nothing better than a good quote to succinctly make a point or generate a smile.

Below you’ll find a sampling of favorites that our staff has collected.

Overall PR Quotes:

“Advertising is what you pay for. PR is what you pray for. – Unknown

“If I was down to the last dollar of my marketing budget I’d spend it on PR.” – Bill Gates

 “Public relations is a key component of any operation in this day of instant communications and rightly inquisitive citizens.” – Alvin Adams

“Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” – Richard Branson

PR Being the Best Bang for the Buck versus Advertising:

“Historically, PR, Marketing and Advertising budgets are the first to be cut; however, that could be one of the first mistakes a business makes in an economic crisis. In a downturn, aggressive PR and communications strategy is key.” – Doug Leone, VC, Sequoia Capital – Silicon Alley Insider 

“Other than word-of-mouth advertising and other than the one-in-a-million breakthrough commercial or ad, backed by huge spending budgets, the best way to build positive brand awareness is through publicity.”  – Sales guru and author Jeffrey S. Fox

Importance of being prepared for crisis communications:

“A lie gets halfway around the world before the truth has a chance to get its pants on.” – Winston Churchill

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett

“If it’s going to come out eventually, better have it come out immediately.” —Henry Kissinger

Importance of being prepared for a media interview or speech:

“The questions don’t do the damage. Only the answers do.” —Sam Donaldson

“It usually takes more than three weeks to prepare a good impromptu speech.” —Mark Twain

 

What quotes would you add to this list?

5 Tips to Keep Your Newsroom Newsworthy

(Guest post by Leslie Dagg, Account Supervisor)

With 2013 quickly approaching, you might be taking a look back on 2012 to take stock of successes, lessons learned and improvements to be made. During this review, setting aside time to review your company’s website – and most importantly, the online newsroom section – can be valuable.

Having a newsroom and simply posting occasional updates just isn’t enough in today’s 24/7 “I need it NOW” news cycle.

There is an increasing need for accessible, updated content, and journalists – especially digital journalists and bloggers – are in a frantic quest for the information they seek.

If a reporter needs background information, images, video, people to quote, etc. they usually need it FAST. They’ll likely turn to the web first. Even when a reporter doesn’t have a split-second deadline, making your company’s information accessible and worthwhile can help build solid relationships with journalists over time.

So as you look to build momentum for the new year, here are some tips to help make your newsroom a premium asset to your targeted media:

1. Don’t Hide Your Contact Information. Make sure to list contact names, phone numbers and email addresses so reporters can reach the right person. One of the most frustrating things to encounter on a website: a general, nameless, indirect “contact us” form listed as the only contact option. Avoid this at all costs.

2. About You. Post a corporate fact sheet which gives a quick, accurate overview and perspective on the company in terms of size, revenues, employment, products / services, markets served, locations, etc., all in one place. Reporters find facts and numbers like these essential to building their stories.

3. Put a Face On It. Include short biographies and a professional photo for each of your top executives and spokespeople – list their backgrounds, specialties and achievements to help introduce them to media visitors.

 4. Gallery of Options. Don’t underestimate how much hi-res images, video clips and other multimedia options can help you gain media coverage and repeat visitors. Remember our mantra: Everyone reads pictures. Media need these at their fingertips. Maintaining an accessible multimedia gallery section is absolutely key.

5. Update. Update again. Update some more. Be sure to keep your online newsroom current and fresh with new entries to help guarantee more consistent traffic and to prevent media from using out-of-date or incorrect information. Update bio sketches for executives as soon as they’re named to a new position, keep financial figures up-to-date, and post background and images on new products as soon as they are available.

Positive Language Works!

Which phrase works better: “Don’t be so negative” … or …  “Be positive”?

Most people see the first comment as accusatory or critical. And they see the second comment as more encouraging, more helpful.

And so it is with most communications, whether written or spoken.

Negative language tends to create barriers to effective communication, while positive language tends to create a bridge and to encourage more effective communication.

Negative language can have many harmful – and often unintended – effects. For example, if I tell you: “Your idea won’t work” …

1)      You become defensive, hurt or mad

2)      You stop listening, even if I follow-up with something positive

3)      You become argumentative, poised for battle, and

4)      Communication breaks down.

However, if I had said: “That’s an interesting idea. What do you think will make this idea successful?” …

1)      You’d feel I respected and was interested in your idea

2)      You’d be more open to discussion and more likely to listen to my thoughts

3)      You’d feel cooperative, and

4)      We’d ultimately communicate more effectively.

To communicate more strategically, more powerfully and more effectively, strive to use positive, instead of negative, phrasing.

It may mean breaking some bad habits, and recognizing the need to rethink our choice of words when we feel the need to use not, no, don’t, can’t, won’t and their nay-saying counterparts. For example, use:

–          “I agree” rather than “I don’t disagree.”

–          “I prefer something else” rather than “I don’t want this.”

–          “Please contact me” rather than “Do not hesitate to contact me.”

–          “Most people prefer to …” rather than “No one does that anymore …”

–          “Our approach is …” rather than “That’s not how we do it.”

As respected crisis PR guru Jim Lukaszewski says: “Negative language is the language of losers. Positive language is the language of leadership and candor.” For more on negative language and how to eliminate it, visit Lukaszewski’s 2001 paper  at http://www.e911.com/monos/lessons08.html.