By now, we all know that meaningful relationships are the cornerstone to being successful in PR. From a client’s perspective, strong relationships can be the deciding factor when selecting a PR firm or reevaluating whether it’s time to seek out a new PR partner. With so many options available (a Google search for PR firms returned more than 30 results in the Seattle area alone), it can be difficult to determine which PR firm will provide the best client service.
At Communiqué PR, we believe the most rewarding engagements occur when PR isn’t viewed as a separate entity but rather as an extension of a client’s communications team. Achieving this level of trust and familiarity with a client doesn’t happen overnight and requires exceptional client care. To find out if your PR firm is delivering top-notch service, here are five questions to ask yourself:
- How well does your agency know you? If an agency isn’t knowledgeable about your business or industry, it’s impossible for it be a powerful advocate for you. While it isn’t a requirement for your PR team to be a full-fledged expert in your field, you should expect it to be aware of major industry news and the potential impact on your company. A qualified PR agency will take the time to learn who your biggest competitors are, your business and communication objectives, and the current industry landscape in order to tailor its recommendations accordingly.
- Do you feel like a top priority? Regardless if you’re a startup with a limited budget, you should still receive the same class of service as a Fortune 500 company with a six-figure retainer. Although there may be some limitations on the number of activities a firm can perform on a smaller budget, the same care and attention should be present in every interaction. If you’re being quoted dates for projects that seem unreasonably long or the quality of the work is suffering, it may be time to consult a new PR partner.
- Are you receiving prompt responses? When you send an email, your PR representative should promptly respond to either a) provide the answer to the question you posed or b) acknowledge the receipt of your email and inform you he/she is researching the answer to your question. Communicating that your email has been received is a small yet significant way to demonstrate a commitment to transparency and eliminate any unnecessary speculation.
- Is your PR contact more than an email address? Although email is often the most preferred form of communication in business, you should still have regular phone calls and the occasional in-person meeting with your PR team. Unless there are special circumstances that prohibit phone calls or face-to-face meetings, a PR firm with your best interest will suggest scheduling these to ensure you’re aligned on strategy and further strengthen rapport.
- Does your PR firm provide a summary of next steps? No matter how brief or informal a meeting or call may seem, you should always receive a recap of the discussion with next steps and estimated dates for completion. Presenting a summary of the conversation ensures both parties are clear on the resulting action items and can help prevent misunderstandings.
Once you’ve answered these questions, you’ll be able to choose a PR firm that can be a trusted partner by your side. For more on this topic, check out our previous blog posts: