Poor Experience With A PR Agency In The Past? Read This Post.
It's always disappointing when one experience sours our whole outlook on something. When you have a bad experience with a PR agency, it can be the same. Along with your own personal learnings, to help you stay ahead of the game next time around, we’re sharing some likely culprits to blame when it comes to an underwhelming engagement and how to prevent them from happening in the first place.
Culprit #1: Lack of communication.
Solution: Communicate regularly with your agency to keep them in the loop on developments. A lot of PR is actually behind the scenes. Without instant media hits or measurable recognition, you might think not a lot is happening right off the bat. In reality, there's a lot going on in the build-up to more visible outcomes. On a daily basis, most public relations agencies are deep in research, building lists, writing pitches, brainstorming story ideas, building relationships, conducting outreach, sending out follow-ups, coordinating interviews, preparing clients for media exposure and more. When you have your initial meeting with the firm, check in about a weekly or bi-weekly time you can communicate with them for updates. Make it actionable with the method you’ll use to connect, how long you’d like the meetings to be, and anything else that might help keep anxiety at bay.
Culprit #2: Unrealistic expectations.
Solution: Manage your expectations about PR – and about “quick wins.” Public relations is a marathon — not a sprint. Also, its primary function is not to generate sales, but instead, agencies are available to help elevate your brand’s awareness and reputation. Sales will come, but they will come even faster if you have a robust marketing strategy in place, too. However, trusting the process of your public relations agency can help strengthen your relationship as well as the timelines they execute to get the job done.
Culprit #3: Client is hands-off (or micromanaging).
Solution: Be aware of a lack of commitment on either end. You’ve probably heard this before, but it really is a two-way street between the company and the client. If you are uninvolved or completely hands off, your PR company will struggle. Both parties need to give a little to ultimately get a lot. On the other hand, micromanaging the agency deters your company from doing what it does best. Keep in mind that you are a partner, not a manager, and the results will be powerful.
Culprit #4: Budget.
Solution: Consider PR as an investment, not an expense. Budgets not only determine outputs, but outcomes. Since budgets go mostly to staffing, the bigger the budget, the more support you have from the agency. There is nothing wrong with starting small in your financial investment! However, if you have a relationship with an agency yielding consistent positive results but at a slower cadence than you’d like, touch base and ask about expanding your partnership. The more people you have invested in your account, the greater wingspan you’ll have in the world of exposure.
Culprit #5: Unavailable clients.
Solution: Make sure to respond to important communication. Is your PR company not sharing opportunities or are you not responding to them? Maybe you’re busy or maybe the opportunity wasn’t on your wishlist, but take a moment to reflect: are you responding to interview requests or sample requests? How about meeting journalist's deadlines? It might seem like a small part of the greater picture, but response rates can make a world of difference for media people who are on strict deadline. Remember to set healthy boundaries for yourself in this regard, as an instantaneous reply isn’t always necessary. But: a good rule of thumb is if your PR person pops up in your inbox, take a moment to respond – even if it’s to pass on an opportunity.
Culprit #6: Products are not commissionable.
Solution: Prioritize affiliate marketing. If a publisher cannot make a commission by featuring your product in their story, your odds are literally going to plummet that your product will even be considered. A few years ago it was recommended that products be commissionable or sold via a third-party retailer. Now, it’s required!
Culprit #7: Perfectionism.
Solution: Allow yourself to let go and embrace earned media. When you land “earned media” coverage — a spot on a morning show, an online listicle, an article in a local publication — you often can't control what journalists print or what photos they use, when they publish, or even if they will consider your brand at all. However, this type of media builds the most trust with readers and viewers and gives you an instant credibility boost. A good PR agency will put forward the best you have to offer, but if you want guaranteed coverage – buy an ad. In the meantime, practice interviewing with media training. You can also run any professional photography by the PR professional, who in turn can send it over to the writers and editors for consideration. These are two ways to control the message and control your image within reason.
Culprit #8: Mismatched client and agency.
Solution: Evaluate whether your current or former PR agency was in fact the right one for your brand. We can’t stress this enough: make sure you work with an agency that has expertise and relationships in your industry! Public relations professionals often hone in on a specific sector — FACTEUR PR, for example, focuses on beauty, home and wellness — and although they may take on clients outside of those realms, they might not have the knowledge about your business you would like. Research agencies that have clients similar to you so you can feel at ease with a better partnership that fits like a glove.
In summary, unsuccessful engagements can and will happen. But oftentimes, they can be mostly prevented. Cheers to a successful partnership!
