What to Expect from Your PR Firm

Choosing a PR firm is just the beginning. To help you build a strong, comfortable and results-oriented relationship, here are a few thoughts on what you should expect from your PR firm.

Ideas. Your PR company should bring you new and relevant ideas and share insights about how to better build your reputation, your relationships, your brand and your business.

Leadership. Your PR firm should be setting the agenda, bringing insights and issues to the table and making recommendations. There should be one primary liaison on your account. Additionally, you should have a relationship with senior management from the firm. A good PR company will also be involved in professional organizations.

Stellar client service. It goes without saying that client service should be nothing less than exemplary. That means the courtesy of keeping you in the loop at all times. Your messages should be promptly returned and you should have after-hours access via phone or e-mail for emergencies ... or even just for great ideas.

A+ work. If your PR firm is content with any grade less than A+, it’s time to start doing your homework. If they don’t know what constitutes A+ work, it’s time to switch schools. You should expect to work with people that are ambitious, confident, achievement oriented ... and most importantly, competent.

Passion. Your PR company must believe in the power of public relations and be passionate about bringing the full potential of all its many resources to bear in helping you build relationships and a reputation that will positively impact your bottom-line performance.

Broad-mindedness. If your PR firm defines public relations solely in terms of publicity and media relations, you’re only getting half the story. A good PR company will incorporate a broad, integrated mix of strategies to reach key audiences with messages that will build your reputation, your relationships – and your brand.

Results that matter. Results that don’t further your business goals are just a bunch of useless numbers and facts. A good PR firm will fully understand what you’re aiming to accomplish and will tailor communications strategies and action plans to get results that matter– to you.

Business literacy. Your PR company must know the language of business and should be able to quickly learn to speak the specific language of your industry.

Trust, integrity and ethics. Good ethics are simply good business. So yes, your PR firm should do everything it takes to help you succeed, but always in a manner that adheres to the highest standards of trust, integrity and ethics.