Michael Ward: Vice-president of Grosvenor Americas
In business, building a strong and lasting reputation is essential – but a trusted relationship doesn’t always come easily.
Here are a few things to bear in mind when considering reputation management.
•Media connections: An experienced agency should have established relationships with key media across a variety of mediums. For example, it should know the most effective angle to pitch the appropriate media to get your brand in the most targeted publications, all to communicate your story to the right target audience. Furthermore, it is important these connections are in the right market. For my company, as Grosvenor places greater focus on Calgary, it’s important the agency is fluent in both B.C. and Alberta media.
•Industry expertise: While strong media connections are important, industry expertise is arguably as imperative. A firm that is experienced in your type of business will be able to propose more creative opportunities to communicate your story and can draw on past experience to identify winning strategies. When it comes to real estate PR, strong knowledge and comprehension of the state of the market are also essential and so is an ability to speak the industry “language.”
•Culture fit: As an extension of the internal marketing and communications team, a firm that mirrors or is compatible with company culture will find greater synergy. Is your company a bureaucratic, gradual decision maker or an entrepreneurial risk-taker? A well-matched agency-client relationship will ensure expectations are better managed and met. However, it is most important to work with a firm with unwavering enthusiasm. PR can be a slow burn, and remaining optimistic is essential.
Beth Boyle: Co-founder, Talk Shop Media
My PR firm has created its own criteria to determine what customers we will engage. It catches people off-guard to learn that Talk Shop Media turns away more than 70% of new business. But the highest performing PR teams are typically the most discerning, and you want to be equally discriminating about who will represent your company.
At the top of your PR considerations, spend time learning about the person driving your account. Often a partner or senior representative will sell his or her services – but this does not always mean you will work together. Dive into who will be your PR advocate and account leader and what they can deliver. Can they offer a list of active clients to comment on delivered coverage and service? What are some recent PR successes? How do they measure PR value? And, most importantly, do they understand your company’s objectives, ask informed questions and offer customized strategies to get you where you want to go?
Cost is also a major consideration when looking to hire a PR firm. Take time to interview to get a clear sense of pricing and deliverables. PR agencies can’t guarantee media coverage. But they should be able to manage your expectations on PR deliverables. In terms of cost, you will likely be faced with one of two pricing models. The first offers a flat monthly retainer for an outlined work schedule. The other relies on hourly billings and/or calculates the billable rate of the people supporting on your account.
Finally – fit. Make sure the firm you are looking to hire is a fit with the image and culture of your company. As frontline public communicators, you want to work with someone who represents your business better than you. Hire only when you are 100% confident in your PR firm’s ability and connection to your company.
Drew Dennis: Executive director, Out On Screen (Vancouver Queer Film Festival and Out in Schools anti-bullying program)
Reality check. We are living in a consumer-driven world saturated with advertisements. More and more people are seeking their news in bite-sized portions. And, according to Revenue Canada, the number of charities in Canada has more than doubled in the last 40 years as we strive to strive to meet the changing needs of Canadian society.
Now more than ever, it’s important to be smart about two things: how we tell our stories, and how we invest scarce resources.
Working with a PR agency can take care of both of the above. Correction: working with the right PR agency.
Not unlike any other hire, cultural fit is key. We look to partner with an agency that shares our values and is able to work alongside our team. We take a cross-functional approach to many projects, and we expect our PR agency to build relationships throughout the organization, beyond the traditional agency-to-marketer reporting relationship.
A good PR agency:
•brings expertise outside your field and fresh perspective, avoiding “bubble” thinking;
•participates in strategy sessions;
•is expert in social media;
•can respond immediately with crisis management, if needed; and
•shares your values and is a good cultural fit.
Once you’ve found the right fit, sit down with your PR agency to determine an appropriate retainer that suits your budget. Together, develop service-level agreements and check in monthly to ensure they’re on the right track.
Now your team is ready to start telling your story in a way that will stand out.
