This week’s BRW (June 3-9) focuses on what I believe is the tip of an iceberg in Australia – a quite widespread ‘disconnect’ between organisations and their PR agencies and PR consultants.
Quite simply I believe that most organisations are simply are not getting the most from their PR agencies or consultants; largely because they don’t know how-to!
Too often they are only getting half of the benefit they should expect from using a PR agency or consultant. And they often know it!
BRW touches on the topic in its article on public relations – but mainly from an SME perspective.
Their front cover sets the scene by proclaiming ‘Using Spin Doctors – get the most from PR firms’.
Inside in its ‘The business end section’ Leo D’Angelo Fisher examines how small to mid sized companies such as business software company Attache, accounting firm William Buck and management consultant Vantage have struggled to find the right public relations relationship – and deliverables.
Leo D’Angelo Fisher sought my views, and quotes me in his article on public relations, because to the best of my knowledge I am the only person in Australia who specialises in helping internal PR Directors and Managers in a range of areas including how to better manage their relationship with PR agencies and consultants.
As well I’ve written several previous articles on managing client and PR agency relationships in PR Influences including articles about making internal and external PR work, how to get the most out of external PR resources as well as providing tips for first time users of public relations.
Of course the temptation is to confine the issue BRW highlights mainly to the SME market.
Not only does that sector often attract PR agencies who know little more than publicity. SME companies seeking PR are often first time users who have unrealistic perspectives, and expectations, of what PR might do for them – – and especially how quickly they can expect to see results. Not to mention limited budgets to achieve it!
But in my experience the ‘disconnect’ extends right up the corporate tree to some of the biggest users of external PR services.
While there are some very capable PR agencies around that have the ability to really add value to their clients’ businesses, having spent 30 years on the agency side of the fence it’s my belief that I know that many PR Directors and PR Managers often don’t know how to get the best out of their PR agency.
There are many reasons – indirect and direct- that can contribute to this. They include:
People issues:
• A lack of senior management commitment to PR which inhibits the whole relationship with the PR agency, and especially attempts to make the PR agency more accountable.
• A lack of knowledge by the PR Director or Manager as to how PR agencies work and what is ‘best practice’ in client-agency relationships.
• International management from people with the organisation who don’t understand the Australian environment.
Structural issues:
• Functional reporting line issues around marketing, HR, PR etc.
• International reporting line issues.
• A lack of clear definition of the role of internal v external PR and communication, resulting in ambiguity re the PR agency role and contribution.
Deliverable issues:
• Not having a clearly enough defined view of the role PR and communication can play in helping achieve business outcomes.
• Too much focus on ‘outputs’ rather than ‘outcomes’ from PR agency.
PR agency management issues:
• Ambiguity in reporting and responsibility.
• A lack of clear process and procedure in the day-to-day PR relationship.
• No regular or annual review process.
• No dispute procedures or mechanisms for addressing relationship issues
• No formal contract.
The role of a PR Director or PR Manager can be lonely and challenging. On the one hand dealing with the internal challenges and politics; on the other hand having to manage an external resource, often without the necessary first-hand knowledge and experience.
In my experience most PR Directors and Managers value and respect their PR agency. However, they often know in their heart that the results could be better and that both parties would be happier if some issues could be addressed and solved.
Most PR Directors and Managers also know that it is their responsibility to solve these issues. Regrettably few seem prepared to take the steps necessary to achieve this, which is a shame.
PS You might be interested in other recent blogs I have posted on this topic under PR Agency Relationships
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