Your PR firm will only be as effective as you make possible. This means the firm will need to look very closely and analyze all issues you hired them to address.
The first substantial step should be an in-depth, in-person meeting with members of both teams. Aside from getting the relationship off on the right foot, it is vital to understand and agree on a wide range of matters, including expectations, protocols, timelines, internal and external dynamics, budgeting, and account administration.
Here is a short list of discussion items to take up:
Understanding Client’s Needs
The PR firm should gain a deeper understanding of the client’s needs and gather enough information to put together a detailed, coherent, and thoughtful plan that incorporates all relevant dynamics. This might include insights into the corporate culture, vulnerabilities, and internal politics, which play a pivotal role in providing successful results for the client.
Establishing Approval Processes and Deadlines
A systematic approach to project management is foundational for success. During your initial meetings, both parties agree upon approval hierarchies and delineate deadlines, ensuring a smooth workflow that keeps the program on track. Establishing clear timelines for each phase of the project is critical to success.
Defining Roles for Each Team Member
All team members should be introduced to offer areas of expertise and roles within the project. For example, a senior team member may be responsible for all strategy, client relations, and project management. In contrast, a junior staff member may be responsible for social media outreach, database development, etc. Conversely, your organization will benefit by introducing your team, including their areas of expertise and duties. Designating a primary contact for both parties is essential – you want to keep the process as streamlined as possible.
Program Metrics
To gauge the success of the PR program, it is imperative to answer the following questions: What will success look like, and how will it be measured? This is also the time to set expectations. For example, a PR firm cannot guarantee it can solve or improve an issue on its own. There may be operational, historical, and other issues that pose significant challenges. However, some sense of how to measure success will prevent later misunderstandings.
SWOT Analysis
Ideally, the meeting will culminate with time for a Strength, Weakness, Opportunities and Threats (SWOT) analysis. The PR firm can guide the discussion to identify the SWOTs pertinent to the client. This will be the basis for the communications plan the PR firm will put together after the meeting.
Securing a contract with a PR firm is just the start of a successful partnership. A healthy and robust discussion during a lengthy meeting will pay off throughout your campaign.
