| I don't know if it's a sign of an improving economy or | | | | question should be asked first: Why do you want to do |
| just a sign of increased focus on my part, but in the | | | | that? |
| last several weeks I find myself in more and more | | | | At our firm, if we don't ask this important question first |
| meetings with companies interested in public relations, | | | | (along with some others), we are on a bad path. We |
| especially digital public relations, to deliver business | | | | don't ever assume we could come in and do the right |
| results. | | | | work, and assure it's the right process or the right |
| In each of my meetings, either before we get to the | | | | result for a client, without an assessment. |
| meat of the company's need, there is a polite or | | | | This is what we always do before we advise a |
| somewhat understated discussion about the bad | | | | potential client - we run a battery of tests. While I am |
| experience the company had with its last public | | | | aware that some agencies are willing to just throw a |
| relations agency. The company leaders are almost | | | | client's money at something and see if it works, that |
| embarrassed about bringing the topic up, yet I know | | | | strikes me as incredibly shortsighted. |
| from experience that if they don't, that unspoken issue | | | | In the short run, such an attitude may put money in the |
| will color everything we do together. | | | | coffers of an agency; in the long run it will destroy a |
| Let's put aside for a moment the details of how these | | | | relationship. And it also could sour intelligent business |
| companies came to have bad experiences with PR | | | | leaders who need public relations on the entire field. I've |
| firms. Instead, let's focus on what these firms could | | | | seen it happen. |
| have done right for their clients - and themselves - to | | | | If "why do you want to do that?" is the most urgent |
| create a different result. | | | | question a PR firm should ask before beginning an |
| It's a concept I call assessment before investment. | | | | engagement, the second (and most important is): |
| Frequently, I find that well meaning and highly intelligent | | | | "What results do you want from this?" And by the |
| clients and potential clients really have little idea of how | | | | way, getting your name spelled right, or simply |
| public relations works or what it entails. "We need a | | | | generating lots of mentions, are not good answers. |
| press release" or "we want to do a press conference" | | | | Just ask Enron (I never saw that name misspelled in all |
| or "we need a brochure" are common statements, | | | | of its negative media coverage) or Britney Spears |
| some of which I have blogged about earlier. | | | | (circa her legal troubles). I wouldn't give a nickel for the |
| My point is that, at the beginning of any discussion | | | | PR either of them earned. |
| between an agency and a potential client, a key | | | | |