A good client + a good agency + the right attitudes = great PR ROI.
In looking at the most successful client/PR agency relationships, there are several common ingredients:
1. Mutual understanding
Both client and agency need to invest the time and effort to get to know and understand each other’s organizations, people, goals, and issues. A long initial meeting, regular visits to each other’s facilities, sharing materials, and constant communication goes along way.
2. Shared goals and accountability
The client and agency need to identify common objectives and measures upfront, so they can work together to achieve them.
The client shares its marketing and strategic business plans with the agency to provide insight as to how the agency’s efforts fit into the big picture; the agency shares its perspective of the larger market and media landscape.
3. Openness and fidelity
Both the client and agency are open and transparent in their communication with each other and are true to the relationship. Openness and faithfulness also helps eliminate mistrust, turf wars, and competitive battles.
4. Access and attention