Tag Archives: communication

What’s in an Address? Good PR Doesn’t Always Mean Big City Agencies, Hefty Price Tags

Posted on by
Reply

There was a time when American businesses leaders could do no wrong if the consultants or vendors they hired were marquee names with storied addresses on K-Street in Washington, D.C., Madison Avenue in New York or were located among the scenic vistas of Silicon Valley. That time is over. Management has tired of paying for the geographic mark-up of posh addresses. New York City and Silicon Valley may have been known as go-to hot beds for finance and tech expertise, but cities in Texas, less recognized for offering that same level of expertise without the swanky digs, are quickly transforming the Lone Star State into a tech and financial hub.

Goldman Sachs, Wells Fargo, Charles Schwab and Deloitte are expanding their presence in Dallas, lightly dubbed Y’all Street, according to The Wall Street Journal. At the same time, tech companies like Hewlett Packard Enterprise, Oracle and Tesla have moved sizeable operations to Texas as well, noting a friendlier regulatory and tax environment and robust talent pool.

These companies do not want to spend Silicon Valley or New York City dollars to get the same-or-better quality and service they can get elsewhere. This thinking has long been a too well-kept secret in public relations. While business leaders may have previously assumed a large New York City PR firm was the only means of garnering impressive results, current trends are pointing to star PR talent in Texas, and elsewhere outside the high-rent districts of Manhattan.

Good PR does not have to cost $30k, $20k or even $10k a month. While some of the country’s most well-known global PR firms may have former presidential candidates to tout on their rosters, many boutique agencies have tenured professionals who not only know PR, but know your industry… and best of all, who will take the time to listen and get to know you because they value – and need – your business.

In fact, we often hear from clients who have come to us from large, global agencies. They tell us they were shocked by the both the price of admission to these goliath agencies, as well as the lack of access to senior talent at those agencies. Too often with larger firms, clients find themselves the victims of bait-and-switch routines with a junior staffer managing their account after an initial meeting with executives where they signed on as new clients. Or they find out that press releases or thought leadership writing are all additional costs outside the retainer agreement. Just as many tech and financial services companies have recognized, good expertise does not always come from the most expensive source.

That said, we are all also too familiar with the phrase “you get what you pay for.” Fantastic PR firms offering services at a fraction of the price of their larger counterparts are out there, but business leaders and their marketing and communications teams seeking support will have to do their homework to find a valued partner they can trust.

Contemplate the following dos and don’ts when considering a PR firm:

  • Don’t be fooled by a name or size. Simply because they have a celebrity on their roster or they are the biggest, does not mean they are the right fit for your company’s needs. Often, business owners can get more bang for their buck when it comes to PR by selecting a smaller agency with specialized expertise to fit their needs.
  • Don’t assume PR is expensive. PR does not have to be expensive. Campaigns can be tailored to fit your budget – within reason. A smaller, targeted campaign by a team who really understands how to reach a specific audience and what they are looking for can produce more results for less compared to an overly broad, national campaign.
  • Don’t let your company be nickeled and dimed. A good PR firm will not busy themselves with counting your hours and billing for every single. They will work with you. They will offer inclusive services, and not bill separately for press releases or writing services. (And on writing, ensure the agency you are considering has proven writers on staff.) Often, the best PR firms employ former journalists, who not only know what reporters are looking for, but know how to write like them to ensure the best possible reception among the journalists most important to you and the audiences you need to reach.
  • Do ask who will be working on your account to ensure the leadership team you spoke with at first doesn’t ghost you for the newest assistant.
  • Do consider a PR agency’s specialties and expertise in your industry.
  • Do look to references. Clients, and particularly former clients, can give you an honest opinion on whether an agency met or exceeded expectations, as well as their experience working with the team.

Most importantly, keep an open mind. Just as good tech solutions no longer come only from Silicon Valley, good PR is not provided exclusively by big city agencies for tens of thousands of dollars a month. Smart, committed and results-driven teams drive PR success and increasingly those folks can be found at boutique PR agencies that offer more manageable retainers.

Ten Years Later – Are You Ready for a Crisis?

Posted on by
Reply

*Originally published in IMCA’s membership newsletter

In March 2002 I walked into conference workshop on behalf of an insurer to do a presentation on crisis response. It was the same conference and topic that I had presented the year before to about 40 people. This year there was 250 people. They moved me into a ballroom.

Once I got my nerves under control I asked myself what had changed? September 11, 2001, of course. The World Trade Center attacks had put crisis preparedness on everyone’s agenda.  There was a mass wake-up call that we had to be prepared for the unexpected.

Ten years later, I’m not sure we are. In talking to friends in the industry, it is surprising how many companies still define a crisis too narrowly, forget to make communications a cornerstone of the plan, or don’t update their plans to account for new developments like social media.

Even in insurance, an industry that is all about evaluating risk, it is too easy to get complacent. That’s big mistake.

Here is a quick checklist to see if you are really prepared:

Your crisis response plans take into account all types of crises.

The point of a crisis is that it often comes on quickly and unexpectedly. Two things we do know is that you can’t fully predict how a crisis will unfold and you can’t start planning once it happens. So a crisis response plan should cover any eventuality – even if you don’t think it will happen. That means terrorist attacks, natural disasters, medical emergencies (think H1N1), internal corruption, financial issues, employment issues and more.

Your plans include input from everyone who should be involved.

A planning team should include not just public relations and operations, but your lawyers, customer service, human resources, outside emergency management officials and more. You want everyone from every department involved in planning – and engaged in the response.

Communications is a cornerstone of the plan.

Too often a crisis plan hinges more on logistical, financial and legal issues and not on communicating with all your stakeholders – customers, community, shareholders, employees, partners, vendors, etc. In today’s world you are judged by how well you communicate. Be ready, do it well, and you can improve your image during the crisis.

Your media response and social media plans are solid.

You must have designated spokespeople and clear protocol to ensure your company is speaking with one voice, and one consistent and effective message. Get media training for all key players, taking into account all media. And make sure social media is integrated in your plan – how will you monitor and respond using social media?

You have a strong leader who can be your spokesperson and communicate effectively.

You need strong leadership in a crisis. Rudy Guiliani made his mark after September 11. Is your CEO the right one to communicate in a crisis? While he or she is the first and obvious choice, it may not be the best. Remember BP’s CEO Tony Hayward?

Your plan is updated annually and takes into account new developments.

There is nothing worse than creating a good plan and sticking it on the shelf to collect dust. Plans only work if there are frequent updates and practice. We used to estimate that you had to be able to communicate effectively within 24 hours of a crisis. Now, with social media, you must be able to act in an hour. That’s not a lot of time.

If you can’t check off everything in this list, then it’s probably a good idea to take a fresh look at your crisis response planning.  Remember, those first hours after a crisis are crucial to how your stakeholders will perceive your company’s image. Don’t skimp on the time and money in good planning – or you’ll be paying a lot more later to clean up the damage.