Member of
Having worked on both the agency and client sides, I understand the unique challenges each role faces. Clients often demand quick turnarounds on deliverables, while agencies require more time to produce high-quality work. Below are some examples and tips on how clients and agencies can collaborate effectively to maximize PR potential.
Ongoing, clear communication is essential from both sides. With emails, phone calls, and meetings, there is ample opportunity for miscommunication and lost ideas. Agencies should provide clients with accurate and timely updates, while clients must be transparent and keep the agency informed.
Setting clear objectives and measurable goals at the outset of a PR campaign is crucial for both clients and agencies. This ensures that everyone is aligned and working towards the same outcomes. Regularly reviewing these goals and adjusting strategies as needed helps to maintain focus and drive success. Additionally, using metrics to measure the effectiveness of PR activities allows for data-driven decision-making and demonstrates the value of PR efforts to stakeholders. By establishing and tracking these objectives, both clients and agencies can ensure their collaboration yields tangible results.
Agencies are expected to be readily available to answer queries, attend impromptu meetings, and handle crises. Conversely, clients sometimes fail to provide timely approvals and feedback, leading to missed deadlines. There’s nothing worse than missing a valuable PR opportunity due to administrative delays.
The true value of a PR agency lies in its consultancy services rather than merely executing tasks. Clients hire agencies for their industry knowledge and the diverse expertise of their staff. Agencies can offer brainstorming sessions, emergency support, cross-channel media relations, and access to extensive databases.
Ultimately, a client and its PR agency form a single team with a shared goal. An agency cannot fulfil its commitment without the client’s input, cooperation, and support. When both parties work together harmoniously, the best PR campaigns and projects are produced.