The relationship between a technology company and its public relations firm has often been compared to a marriage. There are good marriages, bad marriages, and many varieties in between.
While relationships fail for a variety of reasons, there are several things internal client-side contacts can do to make sure their PR firm partnership works as well as it possibly can. Bruce MacDonald, Director of Corporate Communications for publicly held Pegasystems – a 25-year industry veteran which includes a 10-year stint as a journalist – believes there are several behaviors and philosophies that directly impact the success of client/agency relationships:
- Tell your PR firm what's going on – share key company presentations and dialogue with your strategic partner; don't leave them in the dark. A high level, in-depth presentation on strategy and positioning the client gave to its Board of Directors is of huge interest to your PR firm. "Make sure the account team understands which direction the ship is being steered and what the destination is," MacDonald said.
- Embrace objective outside counsel –companies should hire PR firms because they add value and perspective not found within. Don't squelch independent thinking, embrace it, MacDonald advises. "If the agency offers no added value in terms of objective judgment based on its own experience, then it's of no value to the client. Don't be afraid to tell your emperor when he's not wearing any clothes. "
- Trust your spouse – An agency/client relationship must be based on mutual trust; without it the marriage fails. "In return for me sharing sensitive information, the agency needs to be a creative picture of discretion. I need them to internalize the confidential information and then help me brainstorm new ideas to work through issues and opportunities. While that takes time, it's also the way to keep the relationship fresh a long time," MacDonald noted.
- Use their mind, not just their arms and legs – Although PR firms provide the arms and legs clients don't have to drive tactical details, you're selling the relationship short if that's all you use them for. "While PR agencies understand their clients rely on them to execute the tactics, they also want to be admired for their minds. Invite fresh left-brain thinking and you'll both win."
- Respect your agency – "Respect is rocket science based on its relative dearth in today's society. I'm always amazed at the number of client-side people who believe that fee-for-service equates to servitude and a suspension of courtesy," MacDonald explained.
- Face to face is very, very good – In this era of impersonal e-mail, MacDonald believes it's crucial to bring the PR agency account team in for as much face to face as possible, budget allowing. "Aim for a minimum of one face-to-face per month. More if possible. Once in awhile, get out of the typical meeting mode and spend time together in a different setting."
- Seeing is better than telling – "If you want your PR agency to write a great contributed article or a sizzling news release for your new product, arrange a briefing to show them what you are talking about. Bring them in for a product briefing so then can see and understand the intricacies of the technology up close and personal."
- Understand your own customers – Because PR firms are on the front lines with media, they understand the direct correlation between client customer references and media interest and coverage. Got referenceable customers? Get ink! No customers? Little ink! "As clients, we need to have a thorough awareness of own customers and help the process, not bog it down by being uninvolved and uninformed."
- Manage expectations internally – "Unreasonable, unmanaged or unmet expectations are the single point of failure in an otherwise sound relationship. If your agency tells you something isn't possible, then don't let your own executives continue to believe it is possible. Close the loop ASAP and bring expectations in line."
- Share your own MBOs – It's important to make sure client-side folks communicate the specific goals they – personally – are being tasked with. "If your MBO is to increase positive media coverage 50% over the previous year then make sure your PR agency understands this so they can help you achieve this objective in the right timeframe … or fine-tune your MBO so it's a realizable stretch."
