The Key To A Good Agency-Client Relationship | MSLGROUP BLOG

Every year, India Inc invests crores of rupees in what is a fragile, sometimes tempestuous relationship ? the one with its public relations (or as we call PR ? People Relations) agency.?It?s time for both, client and agency, to realise that the best PR begins with a healthy relationship, says MSLGROUP India?s latest executive report ?Public Relations in India: Inside the Industry?s Mind and the 2013 Outlook?.

It needs to be a partnership in which clients see the agency as an extension of their marketing teams, while agencies need to invest time in understanding the clients? businesses and their needs.

Handshake | Courtesy: 42dreams via Flickr

Pitching and re-pitching: Before inviting agencies to pitch for your PR business, know what the campaign has to achieve, set out the objectives and be honest about budgets.

• The brief: Producing a concise-yet-thorough brief is the foundation for success. Think hard about what you want from your agency. PR is not about column inches, but creating a personality for your company that leads to the achievement of business objectives. Know the team that will handle your account. PR is an ideas-and-people business; the team is the operation.
• Budgets: Some clients don?t reveal their budget, thinking that it would drive down costs. However, what it means is that PR firms can?t get understand how many resources to commit. Also, understand clearly how you are being charged ? per resource hour, out of pocket expenses, taxes, handling charges of third-party invoices ? before signing the contract.
• Reviews: Build a review process into the contract. Planning in advance and communicating constantly with the consultancy will help keep the objectives-deadlines balance optimal. It?s important for clients to involve decision makers from the word go.

Business Assurance: If there are problems with the campaign, most agencies will make the adjustments required in the teams managing the account. However, if you find a need to change the agency nevertheless, the norm across the world is that a sufficient notice period is given. This is only fair since the agency needs to reallocate those resources. Too many agencies are wondering, ?Will we have this account six months from now?? When the agency is unsure of the relationship, it doesn?t perform as well as it can.

Differences in Expectations: Clients should be clear about what they want to achieve. Communication objectives need to be aligned with business goals and your target audience.

The Communication Gap: Communicate clearly your values and what you stand for.?This helps the agency understand your business and culture; and vice versa. Agencies and clients who communicate well have longer lasting relationships. The agency expects feedback. Tell them if the results are satisfactory, and give constructive criticism when required. The bottom line: the agency is your strategic thought partner. Treat it so.

Services and Fees: It?s no longer enough to offer only media relations; agencies must invest in social media, content and creative services too. Agencies are being asked to deliver more ? at the same or lower prices. Some of it is justified. But, most often, it will only result in a loss of quality. Don?t fall into the trap of treating ideas as commodities; you run the danger of the worst ones being funded the best. Lastly, pay your bills. Agencies will work better for those who are prompt with their payments.

For more insights on the state of the PR industry in India, download our report:

Source: http://blog.mslgroup.com/the-key-to-a-good-agency-client-relationship/

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