4 ways to improve your PR agency

This vet looks back at her PR agency days in light of what she’s discovered as a PR rep for a company, and comes up with hard-won wisdom for agencies and clients.

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I wore both hats for a short time. I moved from agency owner to client, and I’ve learned a lot about what I’d have done differently were I to run a PR agency again.

My first business as an agency owner was to do PR for young tech companies. My agency built an in-house solution to help us manage data and relationships and I decided to take it mainstream and sell to other agencies. The company took off; I closed my PR agency and now run my software company full-time.

Suddenly I became the client. I’ve gained a new perspective on the client-agency relationship. Here’s what I would have done differently as an agency owner:

1. I would have been more understanding of clients’ schedules and priorities.

I had clients who simply did not have time to give us what we needed to be successful. Or so I thought. Yes, clients need to be dependable and communicative. They need to understand that PR takes time. If it can’t be met by someone in the organization, it should be put on hold until it can be a priority.

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