The Byline: PR and Marketing Insights from Eiler Communications

Achieving success with a PR firm hinges on two-way communication. A PR agency is meant to be an extension of your organization and an effective PR campaign is not executed in a vacuum. Constant communication and dissemination of information between the agency and the client are vital to success. Over the course of 20 years in this business the successful agency-client relationships are the ones that follow these guidelines:

Work with the agency from the beginning to establish clear expectations for the PR program and a clearly defined and timely approval process for materials.

Provide the agency, in a timely manner, information needed to obtain results - access to company executives and referenceable customers, information on the customer’s application of the technology, information on new products, new business relationships and other newsworthy events and functions.

Include the agency as a strategic member of the sales and marketing team. Include agency members in sales and marketing meetings, copy the agency on sales and marketing materials to be used with customers or that reference important events which may influence the company.

Maintain a constant flow of open, honest communication between the agency and the client in order to address opportunities and problems, as well as successes and concerns.

Work with the agency in a collaborative relationship, with the client as the technology expert and the agency as the public relations expert.

Posted by Sandy

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