Making the most of the ‘two-way street’

I previously wrote about how engaging with a PR firm is a two-way street.

two-way streetPR won’t work unless we form a good relationship with the companies we work with. We also need our clients to engage with us and tell us their news, updates and developments and equally we need to be shimmying them along to make sure we are teasing as much info out of them as possible.

But how best is this done? Here are a few tips to get you started.

Communication is vital

Whether it be by email, face-to-face meeting, phone, text, carrier pigeon or Morse code, you have to be communicating with your client and them with you. Nine times out of 10 it will be the PR exec who initiates the contact, as they are the ones that have the time – that’s their job after all – but as long as you are speaking in some way, you will get the information you need to make the best PR decisions for and with your client.

As a client, be prepared to do some work. Your PR rep cannot be a guru in every topic on the planet, so guide them with your expertise. For example, if you want a blog post on brain surgery because you happen to be a brain surgeon, but you are no Harper Lee or George Orwell, hand it over to your PR person but expect to give some bullet points.

It’s a marathon not a sprint

Don’t expect your business to boom the minute you send the first cheque to your PR firm.

PR can be instant depending on what your story is, but more often than not, it’s a slow burner with your PR firm chip, chip, chipping away in the background to make sure that all the different PR cogs there are, are turning simultaneously together ensuring your brand has longevity. Don’t tell us how to do our jobs and we won’t tell you how to do yours. You are spending your money for our advice – listen to us – we know what we are talking about.

Set a budget. There is a PR strategy for every budget – it’s helpful from the off to know how much money you want to spend as we can give you a bespoke PR package tailored to your needs.

If you use these basic guidelines you can’t wrong.