Ed James, the president of Cornerstone PR, summarizes for PR Daily his experience when, after many years of work in a PR agency, he temporarily took the client's side.
The point-of-view is very different from an agency and from the client, who better understands what he wants to achieve and why. If a PR agency wants to succeed, they must adapt to the client's situation and become part of the internal team. They especially need to:
1. Understand the structure of the company
Who is your contact person responsible to? What are the objectives of the company? What do they consider to be important and how this might be reflected in PR? Based on the understanding of this wider perspective, you can decide if you rather play on numbers or whether it is better to present more specific targets. Sometimes it is also good to know that media are considered crucial by the top management. If there is an article in the local newspaper in the city where the head of the company was born, it will definitely please him.
If a new person enters the team on the client's side, make sure to contact them as soon as possible. Learn where he or she came from and what they will expect from you.
2. Learn the language of your client
When you hand in a report, your contact person will probably remake it later for their supervisor. Try to ask in advance for an older internal document, and try to adapt your report accordingly. It will save work to everyone involved and, moreover, there is not so great risk that major changes will be made during the makeover. So you have a greater chance of success.
3. Be proactive
Do not wait till your client calls. Quiet period is not good. Do not rely on the fact that when a customer does not complain, he does not need anything.
If there is no news, you must create them. Stay in touch with the client and monitor their industry. Search by yourself what can affect the brands. Demonstrate your full attention.
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