Archive for the ‘Client relations’ Category
I’ve been working in PR for over two decades and, even to this day, nothing makes me happier than when I land a great piece of media coverage for a client. To me, this joyful moment happens when three elements come together in unison: a great pitch, a solid relationship with a reporter, and the right timing.
Once upon a time, great media relationships were built over lunches, press conferences, phone calls and in-person media tours. But times have changed and so has PR. Today, while phone calls still matter a great deal, in-person meetings are rare. The good news is that we now have Twitter and it’s a huge and, I think, untapped, asset for building relationships with reporters.
In a random act of Googling last night, I was searching on PR firms and I stumbled on a bunch of Quora and Google+ discussions where entrepreneurs were asking a simple question: how do I choose a PR firm? The answers to these questions were many, all with the same common theme largely from journalists — you can do PR yourself. Forget the agency. Just get to know the press you need and reach out yourself. This argument is not new to me or to the PR community. But we often just sit back and let journalists air their grievances with PR firms — after all, journalists are our clients too. It will come as no surprise that I am on the other side of this argument in most cases (although not always). But for good reasons.
How should I choose a PR firm? Each time someone asks me this, dozens of answers flutter to the forefront of my mind, but I always choose two fairly tangible criteria: fit and experience.
On the surface, it can be easy for all agencies to sound very similar, which makes fit and experience crucial. You need an agency that understands your audience, your market, and the reporters you need to reach. Fit is equally important. You’ll be working closely with the PR agency every single day (and many evenings), so you’ll need to be able to work well with the assigned account team.