Getting the most out of your PR Agency
The role of a PR Agency is a strange one: Our clients pay us but our loyalty is to the press. Journalists recognize that there is nothing as valuable to them as a good PR professional they can turn to for contacts, quotes and stories. We have horned numerous journalistic contacts over the years resulting in numerous of our press releases being used in the media.
Public relations plays a key function in the success of any business. Since public relations are about communication and steering the company towards realistic targets, you must consider a number of crucial issues. First among these is a clear understanding that a PR strategy cannot be handled by the PR firm alone but has to be in partnership with you.
It is your inputs that will provide the PR firm with direction. You must provide complete and updated information, be available to advice on or check material put together by the firm and spend time with your PR contact person to input on their ideas. We at Prudent International Inc maintain contact with our clients mainly through the phone and teleconferencing. Only when the grounding is laid clearly will PR be successful.
Study the PR proposals presented to you on your project and use your in depth knowledge of your business and the market to determine to what extent this will work. A dedicated PR firm will not hesitate to disagree with you on any aspects of your plan they are not in agreement with. They know the ins and outs of their business and know what works and what does not.
Tune-Up: We have to respect the professional distance between ourselves and the media. A PR client is the person who pays us; the journalists client is the audience they write for, therefore a good PR agency must think like a journalists and not like their clients. Joseph Reriani - PR Consultant
This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a PR expert and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at jreriani @ PrudentPressAgency.com. You may freely copy and re-publish this article without altering any part in the body.