To gain a deeper understanding of the industry, consider opening an agency just to do some work, such as a magazine run, as you seek. Go to the doctor just for the sake of having a nice bandage. You can do that, and pay for it, but it's certainly not a wise spend of money and a waste of the doctor's talent.What does a good PR agency do?
Since PR is not done for a company – it involves the leadership team or the business owner – there are fundamental differences in the nature of the method that creates successful PR services. It is akin to legal or medical services with defendants or patients having a deep and relevant relationship in an ongoing process.
As a very famous slogan was created by a senior PR consultant, Regis McKenna: “PR is process, not and event”.
Without realizing that, PR will go nowhere – and the agency won't work with the client to create a long-term relationship.
Two in one
PR is most effective when agents and customers work as if in the same team. This ideal requires that the difference between the two organizations is not much, the goals are almost the same, only the payment system and name are different. Work effectively together and develop friendships with clients who rely on agencies for a complete strategy as well as sound communication values. Agents are free to request all matters, including those that are difficult or hindering in any way, and to render assistance wherever and whenever needed during while still remembering the principles of customer service.
The relationship between customer and agent needs to be based on a high level of trust and openness. You see excuses or expectations like this on dealership websites all the time: “We have a close relationship with our customers.” PR services need to be delivered like any other professional service, typically legal and accounting services. PR can only add value to a business or organization if the agency's employees understand what's going on, the flaws and everything in between.
A long-term, close relationship with customers cannot be created if the business views agents as distributors or sellers, because agents do not have a role in strategy. of businesses, so they cannot understand PR plans from the inside, they will go astray and simply not bring the desired results. This is a problem that businesses need to solve.
What are you paying for?
To gain a deeper understanding of the industry, consider opening an agency just to do some work, such as a magazine run, as you seek. Go to the doctor just for the sake of having a nice bandage. You can do that, and pay for it, but it's certainly not a wise spend of money and a waste of the doctor's talent.
You go and tell the experts where on your body there is a problem, they will diagnose and suggest a solution. So if you want to find the true value of agents, share with them your plans, help them understand the goals you are aiming for. Show them what has and hasn't been included in previous PR activities. Next, encourage them to come up with their own ideas that focus on your company's problems.
Valuable agents want to understand your key challenges and use their experience, imagination and creativity to find solutions for you. Remember, you are investing in the opinions of experts to help you solve business problems that you don't want to or can't solve yourself. So find agencies that can help you achieve your goals and desired position in the marketplace and turn them into your strategic assets.
Just hiring an outside service to do the job, if you think it is necessary and doing it yourself will not be effective. If this is the case, hire someone young.
Invest time
If the customer hands over to their agent a complete set of documents and expects that the agent will use it. Agents often make promises that are more valuable than the benefits conveyed in the company's communications messages. Usually shocking messages are given by completely bad agents. What's worse, learning from each other while working together to create new information is also lost.
Agents need and want to learn more about their customers' business. You can't research everything you know about your market and your company at once. Such research takes time. That's why agents need strong relationships.
Customers and agents need to know and work together most effectively in building communication strategies and methods. Learning is two-way, giving and receiving while working together, helping people understand the work environment, each other's values and develop methods to increase customer and product awareness. of the company. This is a simple situation to see that two heads are always better than one.
Examples
Even with the work of developing a press release, for example, a press release is simply in the research phase, which is to gather feedback from customers to dealers to increase the Valuable propositions worth mentioning in the newspaper and increasing marketing effectiveness. But if they don't ask basic questions related to communications and marketing beforehand, the value of the probe may not be delivered.
Around Q&A – or meaningful information – are the key issues that dealership experts are trained on. Without it, major limitations will appear. When agency personnel feel alienated from the press platform, customers will suffer. Agency employees often don't learn about things like what shouldn't be in the news, what should be in the news, and why it's important.
The conversation before writing an article can be more valuable to marketing than a written article that has already been written by the customer – especially when it comes to business information.
Client-developed articles are often unremarkable and fail to answer the most basic questions businesses need.
Also in the process if you have hired an agency with PR capabilities and a good publicist. That is the main point of competition in PR. So give them a chance to express their art and let them write which will be better
According to Nhut Linh – Lantabrand
