The State of PR report by Muck Rack revealed that brands usually commission PR agencies for pitching, building media lists, project-based tasks and content writing.
A scope of work or quotation does not fully capture an agency’s contributions, as they typically go above and beyond to ensure all KPIs are met. This edition of Muse elaborates on some strategic and execution efforts of an agency that are not always reflected in monetary terms.
Complimentary early consultation
Agencies usually provide an initial consultation free of charge, offering communication best practices, immediate crisis management advice, and insights from case studies. These sessions provide prospects with valuable insights into initial communication challenges and an agency’s capabilities to address the obstacles.
Based on the information shared in these briefings, agencies create bespoke proposals that involve hours of brainstorming on PR, event, and influencer strategies. These proposals are frequently revised to accommodate changes in the scope of work or budget.
Keep clients on media’s radars
Agencies play a proactive role in building relationships with targeted media outlets, ensuring their clients’ work and impact remain visible. This includes sharing clients’ main points of differentiation, upcoming projects and any groundbreaking initiatives when visiting media offices for anniversaries or meeting journalists at relevant events.
This early engagement generates media interest, making it easier to pitch and secure interview opportunities for clients later.
Accommodate sudden and sometimes constant changes in editorial content
Agencies often go beyond their scope by revising press releases multiple times before finalisation. While this helps accommodate changes due to internal decisions, it can affect the relationship with the media. A press release loses newsworthiness if disseminated two weeks after an event or initiative launch.
To maintain a strong collaborative relationship, both parties must find a balance and work together rather than placing all expectations on the agency to meet every single request. Continue reading our next blog on how to best collaborate with your PR agency.