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E-agency Public Relations uses several methods
of interfacing with clients, depending upon the client’s individual
preferences, in-house staff and budget. We pride ourselves on our
ability to accommodate various working styles and needs. We also
can shift from one option to another at various stages of a public
relations program, depending on the client’s current needs.
In summary, there are various methods of interfacing with clients,
and we like to use the method the client prefers. The majority of
our clients prefer Option A in the research, preparation and approval
process.
Research
Option A. Client provides most research.
Option B. e-agency does all research.
It typically is most cost-effective for the
client to provide information and research, check facts, etc. If
the client has a limited staff, however, we can do this. It is important
for us to meet with the key executives face-to-face from time to
time in order to hear their viewpoints first hand and in order to
be able to describe their interview styles accurately when arranging
media interviews.
Communication with
client
We employ all standard forms of communication, including face-to-face
meetings, fax, e-mail and telephone conferences, depending upon
the client preference. We find it most effective to have face-to-face
meetings when planning and beginning a program. After the first
month, we typically work by e-mail with face-to-face meetings approximately
once a month. The schedule can vary considerably, depending upon
the client’s preference and the activities planned. A senior
staff member is available 24 hours a day, seven days a week, in
case of emergency or unexpected media inquiries.
We typically ask that a client contact the
vice president in charge of the account with requests and comments
in order to assure consistency and accountability. However, if the
vice president in charge of the account is out of the office, a
client is free to contact any staff member as appropriate. From
time to time, we may suggest that a client work directly with another
staff member on a specific project. Our goal is to work in the most
efficient way possible for our clients, while having sufficient
management controls to ensure accountability.
Preparing drafts
of materials
Option A. e-agency prepares first draft.
Option B. Client prepares first draft.
We typically read all available written material
in order to conserve our clients’ time, then conduct interviews
with the client or their designee for supplemental material. We
then prepare a first draft of materials and then submit it to the
client for review. Typically, a press release or other material
will go through two or three drafts.
We have some clients who enjoy writing and
who prefer to give us the initial information in written form rather
than orally and ask us only to edit the material or put it in the
Associated Press style in which press releases are written. This
is very effective in keeping public relations fees at a lower level.
In practice, most of our clients feel it is more effective for us
to write the first draft of press releases and for them to devote
their time to other activities. We are willing to work either way,
and we can also work with different members of your team in different
ways.
Approval Process
Option A. Client provides coordination.
Option B. e-agency provides coordination.
We ask that each client designate one person
who will have final authority to approve materials. As a practical
matter, several persons at each client company typically review
materials. The most cost-effective method is for a client coordinator
to circulate materials and obtain all comments from the client team,
and then discuss the comments with us.
In the case of conflicting edits, we will
recommend the most desirable option from the viewpoint of maximizing
press coverage; we then work with the client to balance the desire
for maximum coverage against other considerations. (For example,
there might be a quote that will be very appealing to the press,
but that may be displeasing to other audiences.)
Alternatively, e-agency can meet with various
members of the client team and gather all comments. We still will
need to have one person designated to make the final decision if
there are conflicting opinions.
We typically prefer to meet with a new client
in person to review the first drafts of materials. As we continue
to work together and gain a better understanding of a client’s
business and preferences, we can do much of the work by telephone
and e-mail.
Interface with media
Option A. e-agency handles initial media inquiries.
Option B. Client handles initial media inquiries.
We strongly recommend that e-agency handle
the initial media inquiries for the three annual major events, and
that an e-agency contact be listed, with both office phone, cell/phone,
and pager number on all press releases.
There are several reasons for having e-agency handle the initial
contact:
- e-agency can screen the call, find out
what the questions may be, and brief the client. This gives the
client the time to review and/or prepare responses to the question,
helping to avoid the mistakes that so easily occur when people
are in a rush or taken by surprise.
- If there are numerous incoming press calls,
we can also help prioritize them, ensuring that the client returns
the calls to the most important media first.
- It is important for us to be on top of
incoming media calls for two reasons. One is so we can track the
calls and avoid calling reporters who may have called the client
directly 30 minutes before. The other is so that we can be certain
all appropriate follow-up is carried out.
- e-agency is staffed so that someone is
available by pager 24 hours a day, seven days a week. Relatively
few of our clients have an in-house staff, trained in handling
media inquiries, available on this schedule.
For unit events, we would recommend that
a unit representative serve as press liaison, drawing on e-agency
only as backup in case of emergency.
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