By Danny Sullivan
Working at an agency, it is always interesting when you first sit down with a prospective client to find out more about them and determine what their requirement for PR might be. Often, companies have not given much thought to what it is they are hoping to achieve through media relations, but simply feel that they need to be doing some of that “PR stuff.” While it may well become clear that such companies can probably benefit from doing such stuff, it’s probably not a bad idea to have some idea of what story you want to convey before pulling the trigger.
An effective PR program does not simply operate as a standalone function, and should be a natural extension of an organization’s marketing operations, seeking to help achieve the same goals. It is not uncommon for early stage meetings, originally intended to lay out the scope of the PR program, to turn into extensive internal and external messaging sessions. And while it’s certainly better for this to happen at the outset of program than at a later stage, I often can’t help but wonder why such a session had not already taken place long before the prospect of using PR was ever raised.
We of course expect, and encourage, fullsome discussion around the focus and objectives of a PR program, but companies can benefit from having a clear idea of the basics before calling in an agency. Questions like: Who are we targeting? In what sectors? Where are they located? Who are our competitors? How are we different? and so on.
It may seem obvious, but having such information clearly established before engaging a PR firm will ensure a smooth, swift start to your media relations program.
