THE PERFECT MATCH Choosing a PR Consultancy • PARTNER

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THE PERFECT MATCH
Choosing a PR Consultancy
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Cecelia Haddad
Director
Marketing Elements
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The choices we make
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Accountant
Real Estate Agent
Lawyer
Financial Adviser
Hairdresser
Beautician
Nanny
Gardener
Cleaner
Employee
• PARTNER
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STAGE 1 - SOURCING
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What are you looking for?
Brunette, professional, must love dogs…..
• Message – you have a positive message to convey
• Interview- you need to have the skills and understanding to
get it right
• Change perception –you need to change the way your
audience perceives you and positively promote your offer
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How to find them…
Ask:
• An association- go to the Public Relations Institute of
Australia – www.pria.com.au. All RCG members must comply with
a code of practice and code of Ethics
• A marketing person– someone who already uses
a PR
consultancy
• A journalist– who writes
for your industry
• RSVP – Google & shop
Then check out the company’s
website, profile on LinkedIn,
Facebook page and Google
the owner/MD.
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What next?
Choose
the
top 3
Ask for a
credentials
presentation
*Do not expect detailed
recommendations unless
you are prepared to pay
for them…
Evaluate
based on
your
needs
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Ask them ‘out’!
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STAGE 2 - ATTRACTION
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First date - credentials
• Experience – do they have experience in your industry and in
doing what you think you need them to do (e.g. social media, crisis
management)
• Understanding – are they listening and understanding your
objectives
• Partner or Project– do they look at you as a project or a
partner?
• People– who will be working on your business? What is their
background/experience.
• Passion– do they seem passionate about
PR/helping your business?
• Chemistry– between themselves as a
team and you as a client.
• Can do - do they talk about what they
can do or what they can do specifically
for your business?
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Judging criteria
• Have your judging criteria ready
• Use a score sheet so you can make a
comparative evaluation
• Allow for additional comments (your instinct is
as important)
• Make sure you feel comfortable working
with the consultancy/their people
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STAGE 3 - COURTING
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Why you would choose them?
Top scorers in survey:
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Cultural Fit
Past experience
Specific experience
Passion and enthusiasm
Transparency and accountability
Flexibility
Budget/cost
Media relationships
Do they share the same morals and ethical practices…
how do you know?
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STAGE 4 - ENGAGEMENT
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Do I want to commit?
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If you are seeking the most appropriate consultancy to handle a
specific project, consider offering each on your short list a fee to
develop a communication plan.
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$2,000 to $10,000 to develop a communication strategy and creative
approach, overall plan of activity, detailed timetable, outline of required
materials and budget.
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The usual practice is to provide the short-listed consultancies with a
written brief of the situation, your organisation’s needs, problems and
potential opportunities.
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The timing of the brief is critical.
If you are planning to brief your
advertising agency, legal counsel,
or any other consultant, then that
is the time to brief your public
relations people.
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STAGE 5 – THE PRE-NUP
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Financial agreement/cost
1. Set expectations
2. Determine & agree budget
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By the hour
Retainer
Project
Minimum $3000 per month over a year
And the return?
* One campaign = hits in media, positive impact,
behavioural change
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Does size matter?
Exposing the myths:
A sole practitioner is cheaper – True or False?
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A sole practitioner may not necessarily be ‘cheaper’ than a smallmedium consultancy
Pay peanuts, get monkeys – True or False?
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If you want experience then you will pay accordingly
– like any industry
Do you want to buy the pie you prefer to eat
or the one that costs less?
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Ask yourself what are you trying to achieve
and who is the best person/consultancy for that job
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STAGE 6 – THE MARRIAGE
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Why would you stick with them?
Top scorers in survey:
• Media coverage
• Results meeting objectives and expectations
• Creative and fresh ideas
• Understanding your business
• Proactive
• Attention to detail
• Integration with your
team
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How to make it work – (and last)
To really commit you will need to COMMUNICATE:
• Open and honest – the full story (you wouldn’t tell
your doctor only half your symptoms)
• What’s going on in your business we can’t read your mind
• Regular and ongoing
• Active listening
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STAGE 7 – COUNSELLING
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What’s bothering you?
They leave the
toilet seat
up…
They are
not
listening!
You feel like you
want to start dating
someone else…
They don’t
return your calls
(in a timely
manner)!
They aren’t
meeting your
needs…
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How will you know if it’s working?
Like all relationships:
• Rhythm – it shouldn’t be a struggle
• Contribution - requires some hard work from both
partners to maintain
• You know what you want and so does your partner your objectives are clear and being met
• Service – you are getting the
attention you need to make
the campaign work
• Enjoyment – it should be fun,
exciting and enjoyable
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Evaluating & resolving issues
Evaluate:
• Is the consultancy meeting your expectations?
• What is working /not working?
• Evaluate, communicate and
provide feedback regularly
• What can be done to improve
the relationship?
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Any questions for
my answers…?
Cecelia Haddad
Director
: [email protected]
: Marketing Elements PR Agency
: @MktgElements & @Ceceliah
: www.linkedin.com/company/marketing-elements
www.marketingelements.com.au
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