| Often when we have a call with a new client who is | | | | something that they necessarily want to hear. |
| getting started with BLASTmedia, we get the question, | | | | 6) They are accessible. |
| “what makes a good client?” or “what | | | | PR reps are often at the mercy of a journalist’s |
| makes for the best client/agency relationship?” By | | | | deadline, which is sometimes within the hour, so it’s |
| simply asking this question, they have already knocked | | | | important to have access to client at all times (or at |
| out one of the best things clients can do when they | | | | least have some backup contacts at the company). It |
| are coming on-board with any public relations agency. | | | | baffles me when clients don’t respond to media |
| With this post, I’ve pulled in some input from my | | | | requests (interviews, images, info, etc.) in a timely |
| BLAST colleagues to address some of the top things | | | | manner. Companies pay agencies to get them media |
| companies can do to make them a “good PR | | | | attention, but as soon as they “tee it up” for |
| client,” so here it goes. | | | | them, they’re nowhere to be found. |
| 1) They ask how they can have the best client | | | | 7) They realize that they aren’t always going to be |
| relationship! | | | | the feature story. |
| It seems like a simple question, but some clients never | | | | If your company name doesn’t start with Google, |
| ask how they can enable PR agencies to do the best | | | | Microsoft, Cisco or IBM, you’re going to have to |
| job on their account. If you’re going to pay for a | | | | accept the fact that you might not always be the |
| PR agency, why not help them succeed? It’s like | | | | featured company in an article – at least for the |
| buying a brand-new car. It can get you to where you | | | | time being. Our goal as PR reps is to get you media |
| want to go, but if you never take the time to fill up with | | | | coverage that will ultimately help you achieve your |
| gas or change the oil every 3,000 miles, you might as | | | | marketing and overall business goals. While we will |
| well start walking. | | | | always be working for the “big hit” or the |
| 2) They have a good product or service. | | | | feature story, companies should also appreciate the |
| Products all have basic quality standards to meet. | | | | company/product round-ups and second-tier media |
| Cars shouldn’t break down. A laptop should turn on | | | | coverage. It’s better to be included among |
| and allow you to do basic computing. But none of | | | | competitors than not included at all. |
| these things are what make consumers enthusiastic | | | | 8 ) They have an understanding of PR, or at least the |
| about products. I know you have the “most | | | | basics. |
| revolutionary product since the television,” but does | | | | This is one of the biggest battles PR reps face when it |
| it do anything beyond the bare minimums to be | | | | comes to client relationships. Unlike advertising, we |
| recognized in the product category? Peter Rojas, | | | | cannot completely control the content or timing of |
| Co-founder, Engadget, has some good thoughts here. | | | | coverage. We inform, influence, and encourage |
| 3) They communicate. | | | | coverage, but what comes out is up to the editor. Here |
| Communication starts with the getting started meeting | | | | are a couple other basics: |
| call and must continue throughout the campaign. | | | | - Short leads vs. long leads – Just because |
| Sharing goals and expectations with your agency early | | | | we’re reaching out to national magazines right now, |
| on can help them achieve your PR and growth | | | | it doesn’t mean you will be included in next |
| objectives. Your PR team can do great things if they | | | | month’s issue. There is a lead time with all media |
| are in the loop. So what are good things to | | | | – from minutes to a few days with bloggers, to 3-6 |
| communicate, you ask? | | | | months with magazines. |
| - Upcoming product announcements | | | | - Big media hits vs. targeted media hits – We know |
| - New company hires | | | | you want to be on Oprah, and it may even help with |
| - New company partnerships, big customers, etc. | | | | sales, but it may not be the best audience for your |
| - Upcoming events or tradeshows your company is | | | | new software solution. Check out Patrick’s post |
| attending or hosting | | | | about targeted media outreach. |
| - Interesting things that are happening within the | | | | - Bad reviews are par for the course – This usually |
| industry | | | | comes back to #2 (having a good product), but there |
| - Anything else you think could possibly be relevant to | | | | are times when a certain editor or blogger just does |
| the media (refer to #5) | | | | not love your product and we cannot make them. |
| 4) They provide feedback. | | | | That is what makes editorial so much more powerful |
| A PR agency is doing a great job getting interest and | | | | than advertising – it is supposed to be unbiased |
| securing coverage, but the client doesn’t give them | | | | from one person (expert) to another person. |
| any feedback on whether the coverage is even | | | | 9) They realize WE are on their side. |
| moving the needle with Web traffic, conversions, sales, | | | | I think oftentimes clients can forget that we want tons |
| etc. Agencies can change their focus relatively quickly | | | | of quality media coverage in top-tier media that drives |
| if they are informed the current PR plan needs to be | | | | our client’s sales and Web traffic just as much |
| scrapped, but they need client feedback. | | | | they do. If we don’t do a great job, we lose your |
| Also, it’s always nice to get a “good job” or | | | | account. I think that’s great motivation in itself. |
| “this is awesome!” when securing a big | | | | 10) They pay us! |
| coverage hit. We know you pay us to get coverage, | | | | We are not non-profit organizations. While we do love |
| but it’s always nice to get a “thanks” every | | | | what we do, we certainly can’t afford to do it for |
| once in a while. Don’t you agree? | | | | free. And just in case you were wondering – no, |
| 5) They understand that we are the experts. | | | | we do not do “free trials” of our services. Our |
| While we love suggestions and feedback, as I | | | | current and past client results speak for themselves. |
| mentioned, it is also important that clients recognize | | | | This is obviously not a complete list, but this certainly |
| that we are the experts and that they are paying us | | | | gives a good overview of what makes a good PR |
| to know and deal with the media. Sometimes, they | | | | client. What are your thoughts? |
| need to trust us to do our jobs – even if it isn’t | | | | |