Great Bosses, Great Dads: Thanks!

Great dads and great bosses share some of the same qualities. So, Father’s Day is the perfect time to thank your paternal parent … as well as any male mentor who has helped you in your personal or work life … for their guidance, counsel and support.

If yours is still alive, thank him this weekend. 

My dad, who passed away four years ago, wasn’t a businessman, but a blue-collar electrician at an automaker. Still, he taught me a great deal about people, business and life by his example. And for that, I’m eternally grateful.

Thanks, Dad …

… for spending your time with us, and showing interest in our interests, rather than forcing your own interests on us

… for trying to broaden our horizons by exposing us to a variety of places, things and activities that you never got to experience at our age

… for showing us what true commitment is, by honoring every commitment you made

… for always being there to support us, especially when it wasn’t fun or comfortable to do so

… for teaching us the importance of honesty, the power of faith, the steadfastness of loyalty and the grace in helping others

… for showing us the joy in nurturing growth in all things, whether it was vegetables, pets, colleagues … or our own friends and children

… for standing behind us unconditionally, no matter how we might have angered, offended, disappointed or ignored you

… for showing us the warmth and lift that a smile, a kind word or a pat on the back can bring someone else

… for laughing with us, not at us, and, more importantly, for teaching us how to laugh at ourselves

… for showing us the satisfaction of a job well done, for encouraging us to pursue our dreams and follow our hearts, and for teaching us to look at adversity as an adventure.

Thanks, too, to three of my former bosses and mentors – Wayne, Horst and Dick – for their lessons about taking care of details … being prepared … never giving up … being a team player … and thinking big … among other things.

I hope, as a dad and a boss/mentor, to pass your lessons on.

12 Things to Expect from Your PR Agency – Reprise

In an earlier post, we outlined a list of seven things a client can do to make its PR agency great – our thoughts on how a client can make its PR firm more effective and a better partner ( here’s the link: http://wp.me/ppqb5-iF).

Based on our firm’s 20-year history – and a few client relationships that have lasted more than 16 years – we’ve learned there are also a number of things an agency should do to make its relationships with clients mutually beneficial.

Of course, results are ultimately the most important thing in the client-agency relationship.

Generating solid results, however, is just the start of a great relationship, according to many of the clients we’ve talked with over the years.

If you’re a client, your peers think you should also be able to expect your PR firm team to:

1)      Be attentive – they should be responsive, accessible and pro-active, and they should feed the relationship

2)      Think long-term and strategic – not just about short-term activities or easy billings

3)      Offer ideas and opportunities that are good for your business – even if they are outside of the PR realm and don’t add any revenue or work for the agency

4)      Be a good steward of your budget – they are prompt and fair with billing and are thrifty with your money

5)      Keep you informed – they strive for transparency and no surprises

6)      Anticipate your needs – and they work hard to meet them before you’ve asked them to

7)      Provide a realistic view of what you can expect – honest, accurate, puffery-free predictions about cost, timing, impact and/or results

8)      Demonstrate that they are always thinking about you and looking out for your best interests

9)      Make you the hero – and not seek or take credit for a program’s successes

10)   Know, and cater to, your preferences and priorities – instead of forcing you to accept theirs

11)   Communicate with you candidly, honestly and frequently – better too much than too little

12)   Make it pleasant, friendly and fun for you to work with them – everyone does better in a positive environment.

I’ve always believed that if we, the PR agency team, take care of the client, the client will take care of us. So far, in the majority of cases, that has proven true. It can for you, too.

Clients: What other expectations do you have for your PR agency?

You Don’t Need a PR Firm

A few times a year, some former PR exec or recovering journalist writes an article or a blog post  with a title like “6 Reasons You’ll Regret Hiring a PR Firm.”

Very sensationalized. Very negative. And often, very bad advice.

In practicing PR for more than 30 years, I’ve seen how PR firms can deliver great results for their clients. I’ve also seen that, yes, there are instances where a client may regret hiring a PR firm … but usually, it’s due to one of three reasons:

1) The client didn’t really need a firm,

2) The client hired the wrong firm, or

3) The client didn’t live up to its end of the relationship.

In this post, let’s look at Reason #1 – whether or not you really need a PR firm.

There are generally a few trigger points that may signal you need to hire a PR firm. These are times when you’re making a major change  … times when your PR dollars can help  ensure a significant return on investment and help your organization meet its immediate goals … times when your staff lacks the time, the manpower and/or the expertise to hit the mark … and times when you can’t afford mistakes or do-overs.

When might hiring a PR firm be a good idea?

You might need a PR firm when your company or organization is:

• Launching a new product, service, pricing scenario, promotional campaign or social media presence
• Changing your name, logo/identity, direction/strategy, mission/vision
• Naming or promoting a new CEO or other high-level executive
• Facing the prospects of some potential negative media coverage due to strikes, litigation, plant closings, layoffs, accidents, product recalls, environmental spills, etc.
• Acquiring or merging with another company or organization
• Breaking ground for, or opening, a new facility … or entering a new market
• Exhibiting at a trade show or having a key executive speak at an important industry event
• Missing major media opportunities because your communications department was downsized or  eliminated during the downturn
• Reviewing or revamping your communications strategy, website, key messages, and/or social media approach
• Finding that many of your target prospects don’t know much about your organization
• Noticing that your competition is getting more than its fair share of positive media coverage and online buzz
• Experiencing wins that are worthy of being shared … such as new contracts, expansions, community donations, awards, environmental achievements, equipment investments, employment increases, etc.

But what does a PR firm offer that your internal staff may not?

Here’s how a PR firm may help you:

• Provide an objective viewpoint; act as a sounding board; offer strategic and/or tactical communications expertise that you won’t get from one of your employees
• Apply broader experience/lessons-learned from other clients/industries
• Leverage established credibility/knowledge/relationships with important reporters and bloggers
• Provide additional experienced manpower and expertise when and where you need it
• Tap into an established infrastructure for distribution of information and feedback
• Train executives to maximize the benefits of media interviews or presentations
• Stretch your marketing budget with stellar ROI.

So, if your situation fits any of those mentioned above, it may be time to start the hunt for the right PR firm.

Check out our “Finding a Perfect Agency Match” tipsheet on our PR & Social Media Resources webpage (http://www.bianchipr.com/pr-social-media-resources.html ) for help. We’ll tackle how to help your PR firm succeed in a future post.

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.

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?

PRSA Detroit Hall of Fame Induction

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

We depart from our usual content to recognize a special event in Bianchi PR’s history — the induction of Jim Bianchi into the PRSA Detroit Chapter’s Hall of Fame. He received the chapter’s highest honor in recognition of his contribution to the chapter, the profession and the Detroit community for more than 30 years. Below are my introduction (JKM) and Jim’s acceptance remarks (JB).

JKM: Those who know Jim are keenly aware that he’s never been one to seek the spotlight. However, the team at Bianchi PR felt that Jim would make an excellent addition to the  PRSA Hall of Fame for many reasons.

Not only has he supported and been involved in PRSA Detroit for more than 30 years, but more importantly, he has encouraged his team to become involved in PRSA Detroit, as well as mentored the next generation of PR practitioners. In addition, Jim is highly respected throughout the profession by clients, colleagues, media and, yes, even competitors.

This, along with his ethical industry conduct, deep-rooted relationships and “roll up your sleeves to get the job done” mentality helps explain why Bianchi PR is celebrating  20 years in business and why Jim received this special Hall of Fame honor.

For every team that excels to greatness is a coach whose mentoring, constant support and encouragement enables the team to thrive. Jim has certainly been that coach for the Bianchi PR team and so many others in the PR profession. It is my pleasure to present PRSA Detroit’s 2012 Hall of Fame award to Jim Bianchi.

JB: Thanks, Jessica, for the kind introduction.

You know, in baseball, a player doesn’t qualify for Hall of Fame status until after they’ve been away from the game for a while … either retired or expired. So I hope someone’s not trying to tell me something!

Seriously, the Hall of Fame is such an incredible honor!

I’d like to thank all those involved … starting with Jessica, who — unbeknownst to me — submitted my nomination … my colleagues on the Senior Council … and the officers and board of directors of PRSA Detroit … and of course, to the heart and soul of PRSA Detroit, Nancy Skidmore.

PR is a team effort, so I’d like to share this recognition with my wife, Laura, who has stood by me through thick and thin … and the rest of our terrific team at Bianchi PR. They are simply the best team ever!

I am truly blessed … and proud … to work with this talented group of people … and to partner with some of the best clients in the world.

Thanks, too, to our vendor partners, media friends and PR colleagues who have supported and encouraged me over the years. And a special thanks go tonight to a friend and mentor who has counseled me for three decades and is still counseling me, Jack Thiessen. He is in Florida celebrating his 91st birthday today … but he can still outwrite ALL of us.

I’m truly humbled to join the Hall of Fame … because it includes some Detroit PR legends that I have respected and admired – and been inspired by — for years … including a few people who, thanks to PRSA Detroit, I have come to know as role models and friends.

You know, in the 32 years I’ve been a member of this chapter, there have been a lot of changes. But one thing has not changed: it has always been an important resource for me and my team – both professionally and personally.

And the BEST thing about this chapter … is that, even more than it honors the past and celebrates the past … it looks ahead and prepares us for the future.

So, with your help, I plan to continue to support the chapter in its mission in the days ahead … and to spend the next 20 years trying to live up to this honor you’ve given me tonight.

Thank you all.

A Dozen Things to Expect from Your PR Firm

We recently outlined a list of seven things a client can do to make its PR agency great – our thoughts on how a client can make its PR firm more effective and a better partner (http://wp.me/ppqb5-iF).

Based on our firm’s 20-year history – and a few client relationships that have lasted more than 16 years – we’ve learned there are also a number of things an agency should do to make its relationships with clients mutually beneficial.

Of course, results are ultimately the most important thing in the client-agency relationship.

Generating solid results, however, is just the start of a great relationship, according to many of the clients we’ve talked with over the years.

If you’re a client, your peers think you should also be able to expect your PR firm to:

1)      Be attentive – they should be responsive, accessible and pro-active, and they should feed the relationship

2)      Think long-term and strategic – not just about short-term activities or easy billings

3)      Offer ideas and opportunities that are good for your business – even if they are outside of the PR realm and don’t add any revenue or work for the agency

4)      Be a good steward of your budget – they are prompt and fair with billing and are thrifty with your money

5)      Keep you informed – they strive for transparency and no surprises

6)      Anticipate your needs – and they work hard to meet them before you’ve asked them to

7)      Provide a realistic view of what you can expect – honest, accurate, puffery-free predictions about cost, timing, impact and/or results

8)      Demonstrate that they are always thinking about you and looking out for your best interests

9)      Make you the hero – and not seek or take credit for a program’s successes

10)   Know, and cater to, your preferences and priorities – instead of forcing you to accept theirs

11)   Communicate with you candidly, honestly and frequently – better too much than too little

12)   Make it pleasant, friendly and fun for you to work with them – everyone does better in a positive environment.

I’ve always believed that if we, the PR agency team, take care of the client, the client will take care of us. So far, in the majority of cases, that has proven true. It can for you, too.

Clients: What other expectations do you have for your PR agency?

8 More Questions to Ask in Your PR Agency Search

As our Feb. 7, 2012 post – Eight Questions to Ask in Your PR Agency Search http://wp.me/ppqb5-e8– is still getting regular views five months after posting, it seems many people are struggling with the challenge of selecting the right PR firm.

So, based on our experience on both the client and the agency sides, we’d like to offer eight more questions you can ask that may aid you in making your choice. (For the first eight questions, click on http://wp.me/ppqb5-e8 .)

1)      What digital/social media experience does the firm have? For most clients, social and digital media will play at least some role in their PR program, so you’ll want to get an understanding of the company’s knowledge and real-world experience in the platforms that are best suited for your market. (One crucial clue – Does the firm use social/digital tools for itself as well as for its clients … or are they hoping to experiment/learn on your account?)

2)      How long have the individuals designated to work on my account been with the agency? If most of the team members are recent hires, it may be a sign of high-turnover at the agency, which can lead to inefficiency, instability and frustration … for you. You’d like an account team that already knows the agency’s policies, procedures and operations, so they will be more efficient and effective.

3)      What’s the average tenure of the agency’s staff on their respective accounts? Again, if the agency seems like it’s continually playing musical chairs, moving team members around and around, your account may experience the same kind of dizzying team turnover – and you’ll likely spend more time getting people up to speed than getting good results. Some new blood and fresh thinking on an account team are important, but are best when paired up with some stable teammates who know your account inside and out.

4)      How do you determine the agency’s rates and/or fees? Some agencies bill at one average hourly rate. Some bill at different rates for different job titles. Some bill actual hours worked each month, others bill on a monthly retainer basis and still others bill one-price project fees. However the agency operates, make sure you understand what you’re paying for and how much you’re paying for it, so there will be no surprises. A good partner will be transparent and forthright in its billing, and a steadfast steward of your budget — to help you get the most bang for your PR buck.

5)      Can you give me an example of how the agency helped a company like mine meet similar challenges? While past performance isn’t the only indicator of future success, it can be important. Most companies want an agency that has successfully been there and done that. If the agency’s success story was for a client in a different industry, at least the challenge should be similar to yours. The agency’s approach to the challenge and the thinking behind it are what will be most revealing to you.

6)      What can you tell me about my company? Has the agency done its homework to learn all it could about your company, without prompting? Have they gone beyond a cursory visit to your website? Have team members reviewed the past year’s news coverage or talked with editors and customers to get some perceptions of your company? If the agency is busier shaping its own story than trying to understand yours, they may not have the client focus you want.

7)      What can you tell me about my competitors, my customers and my market? Again, most companies would prefer an agency that is eager and proactive in learning about the client’s business environment over an agency that is focused on selling itself. Going the extra mile to learn about the environment in which your company operates and providing a candid assessment shows that the agency offers the kind of analytical thinking and candor that are the hallmarks of trusted advisors.

8)      Would you be willing to work with us on a project as a “test drive”? PR firms often want to sign a one-year (or longer) contract from the start. But that involves quite a bit of risk.  Most times, it’s better for a company and an agency to “date” before they get “married.” This approach limits the commitment and mitigates risk for both parties, while you determine if the most important factor in the client-agency relationship – the CHEMISTRY – works.

Happy hunting!

PR Agency Search: Experience and Value Trump Hourly Rates

It’s no secret that companies are looking to get maximum value from their PR firms. And in that quest for value, when selecting PR firms, some companies give heavy weight in the evaluation process to hourly rates.

This can be a mistake, because hourly rates do not equate to actual value.

Years ago, I was a corporate PR manager. While my company had a PR agency of record, I hired a smaller firm with a higher hourly rate for a special project. And it turned out to be a great value. Why? Because the smaller firm was able to accomplish in one hour what the agency of record couldn’t accomplish in two weeks of solid work.

The difference between the two efforts – other than thousands of dollars in potential cost – was experience.

Many clients have learned the hard way that the agency with the lower hourly rate can actually be the more costly agency – because it takes them longer to get the job done … if they can get the job done at all.

The principal of that smaller PR firm I mentioned earlier told me a story about the great scientist, Charles Steinmetz. An electrical genius with more than 200 patents to his name, Steinmetz worked for General Electric for a number of years and retired in the early 1900s.

It was said that, after his retirement, GE started having a problem with a complex electrical system Dr. Steinmetz had developed. After spending thousands of dollars and hiring several consultants, it seemed no one could fix it. So, at his wit’s end, the GE plant manager called the professor to see if he could help. He told Steinmetz he would pay whatever consulting fee Steinmetz felt was fair.

So Steinmetz traveled to the GE facility, met the plant manager and studied the machinery for a few minutes. He then climbed up on the machine and marked the malfunctioning part with a piece of chalk and told the GE manager how to fix it.

After thanking Steinmetz profusely for his amazing speed in solving their problem  the manager gratefully ushered Steinmetz back on his way home, and had his men begin the repair.

When Steinmetz’s bill arrived a few days later, the manager was shocked. He called Steinmetz and said:”Dr. Steinmetz, I have received your invoice. How can you justify billing us $10,000 when you only spent a few minutes in the plant?”

Steinmetz said: “I charged you one dollar for marking the broken part, and $9,999 for knowing where to place the mark.”

So, while the hourly rate was high, the total cost was a bargain.

GE was not really paying $10,000 for just a few minutes of the genius’ time; they were paying for the decades of experience and the unique knowledge that enabled Steinmetz to identify their problem in just a few minutes. They paid for the experience that got the desired results.

Whether or not the story is true, it makes an important point: When you’re looking at PR agencies, don’t just focus on hourly rates or creative answers to questions. Look at the agencies’:

• Experience in your market;
• Knowledge of the trends, issues and players in your industry;
• Time invested in keeping up with your market;
• Relationships built with the media and organizations in your sector; and
• Results generated for companies that are similar to yours.

Most importantly, look at the actual people at the PR firm who will be applying their insight, knowledge and experience on your behalf.

Your best value will be a Steinmetz … the firm with the experience and knowledge to get the job done quickly and efficiently.

And that’s true genius!