Question

Topic: Advertising/PR

How Effectively Manage Pr Agency For Results?

Posted by Anonymous on 6/1/2008 at 12:41 PM ET 50 Points
Our fast-growing personal care company signed a PR agency 2.5 months ago to build media presence, with the ultimate objective of driving customers into our mass market retail outlets. After a very well-attended launch event, I find they are not proactive to promote to a range of media sources (online, short-lead, etc.) unless I tell them exactly what to do.
I had a frank and productive conversation with them about 2 weeks ago, but not much has changed.
Any advice on how to best manage them and get the most out of the relationship? Many thanks.
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RESPONSES

  • Posted on 6/1/2008 at 2:46 PM Accepted
    Hi,
    To tackle this problem there could be 2 solutions
    1) Let the PR agency work the way they want to as they are the experts in PR that is why you approached them.
    But make sure that they are clear about the objective (i.e. mean building media presence among the prospects.)

    2)Keep a close watch on their activities and ask for updates every week/fortnight depending upon your convenience .By doing this you will well informed about whats happening and also shows your involvement .

    Hope this will help you

    All the best .
  • Posted by warnerc on 6/19/2008 at 11:25 AM Member
    I think my suggestion has been implied in previous responses but perhaps not highlighted enough: more than a 'warm fuzzy feeling', or a 'nice working relationship', PR is about RESULTS. And most PR firms know this (for better or worse). How would you rate your current firm's results?

    If the results are poor, and you've followed the suggestions above to rectify the results, I'd make only more suggestion: be a bit patient. PR efforts can take time to reach a 'fusion state' where the heat output is meaningfully more than the heat input by you and your PR firm.

    After that, be brutal and find a new one. Churn is also well-understood by PR firms. They will understand you might need to change firms at least to save face with your bosses, if no other reason.
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