Don’t settle for anything less than the best PR
Quick, what’s the first thing that comes to your mind when I pose the following statement: I feel ________________ when I think about my PR firm/counselor/in-house PR practitioner.
What came to mind? Confident? Apathetic? Higher than promised return on your brand’s investment? Or nothing at all?
Often times when we chat with a potential new client, we can immediately tell those CMOs who’ve had great experiences with PR firms, and those who have not. For those who’ve had a negative experience (either results were underdelivered, promises were oversold but not kept, etc), I’m often amazed at how long the partnership lasted. Years past the expiration date, sometimes.
And with the amount of money exchanging hands, I’m always left wondering, “If you weren’t happy, why did you stay together so long?”
As with any industry, there will always be the snake oil salesmen and the diamonds in the rough. PR is no different. I’m constantly horrified by some of the unethical the practices I hear firms in my industry conducting, especially because they seem to generate the most attention (thus reinforcing bad stereotypes).
And yet there are hundreds, if not thousands, of other PR firms quietly chugging away, tirelessly working hard for their clients, never stopping until the results and expectations are met and exceeded.
I’m proud of the fact that almost all of our clients have been partners with us for years now – some even before we officially became Full Circle PR. We know their businesses inside and out, but we don’t rest on our laurels, either. We constantly challenge ourselves and them to make sure we’re implementing PR strategy that will generate results for their business.
Your PR firm or counselor should serve as a true partner, not just a vendor. When you think of your current PR firm relationship, does “partner” come to mind when you think of them? Do you trust them to give you strategic advice about your brand? Are you receiving the results you need to drive your business ahead?
In PR, as with all of your business partnerships, don’t settle for anything but the best. Your reputation, brand growth and customers depend on it.