PR services that agencies provide
By Editor on Oct 23, 2006 in industry
Can we all list down the various services that a PR agency offers a client today in reality, and not in text books? It’s true that our services and deliverables depend on client to client and vertical to vertical, but if we can make some general listings, maybe we might be able to put thoughts together.
As far as I know, I’m listing the obvious ones. If there are more, please do spare some inputs and it will be great for all (pardon me if my knowledge is limited) :
1. Getting stories for clients in the media through press releases, media interactions and client by-lined articles
2. Consultation on client’s image
3. Generating ideas and themes for CSR programmes, employee programmes, and events
4. Exploring client spokesperson placement opportunities in industry fora
5. Crisis communications in case of negative media coverage and other
6. Public affairs – organising meetings for clients and identified people from industry bodies and government circles if not more
7. Writing work for websites, case studies, and other written communication materials
8. Research work- media dip stick surveys, market environment assessment studies, risk factor reports, etc.
9. Coordination with third parties like event management agencies, ad agencies, and others
10. Some advanced media relations exercise – the stuff that we don’t talk about generally like lagaoing stories in the media for whatever reasons that may be
11. Consultations on blogs, SEO, online PR, and maybe PR2.0 stuffs
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On Oct 23, 2006, Freddie Abberline said:
Bhai what I have seen is that agency no. 1 does the same thing that agency no. 1056 does, i.e. sell the same sharbat in different bottles. At the end of the day it’s the packaging that matters (big boring cliche but true). Once the pitch is over and the client is in your bag, the next battle is to ensure that he clings on to you for dear life. Sometimes it happens, sometimes it doesn’t. Hard core startegy and implmentation? Well…During the review meeting what really matters is how thick your coverage report is.
Ouch!
On Oct 23, 2006, CJ said:
You can also add to the list:
a. Media training to company’s spokesperson
b. Editorial services especially editing and production of house magazines
c. Preparing Crisis Communication Management Plan and training
d. Scripting for corporate presentations/videos
e. Problem solving through brain-storming session with key HoDs
f. Consulting/supervising marketing communication
g. Periodic communication audit
Working with the client as a partner than a mere agency, has helped us create a relationship that is based on mutual respect and not on the weight of clippings. There are innumerable aspects of the PR consultancy with pre-determined measurable parameters requiring action and participation of both the client and the agency, that determine the success or failure of PR strategies.
On Oct 24, 2006, hobbit said:
thanks, guys…
On Oct 24, 2006, Anonymous said:
Crisis communications can be further broken down:
1. Vulnerability assessment
2. Crisis communications planning, including development of template crisis communications materials, training of personnel and agreement on basic organizational messages
3. Crisis communications response, including development and management of a crisis communications office, drafting and distribution of materials, analysis of coverage and oversite of appropriate response
4. Crisis communications recovery services, such as speakers bureau management, op-ed development and placement, etc.
On Oct 24, 2006, Anonymous said:
Hey Guys, Don’t forget media monitoring, measurement, reports. Agencies like BMG, VCCPL, IPAN have dedicated professionals, who are digging in the publications to save client service teams’ *** from the clients.
hobbit, what do u think? how critical this function is?
On Oct 25, 2006, hobbit said:
I believe media monitoring is a crucial value add to any client servicing team. And you are right, there are agencies that have specialized departments, consisting of former senior journalists and others, who follow media reports on certain sectors and companies and gauge media perceptions from the reports. Same for reports and measurements, and there are so many things to discuss about these two – PR measurement, our kind of reporting and documentation etc. etc.