Public relations is one of the
most cost-effective marketing tactics available today, which explains why many
companies are increasing their PR spend while cutting back on their ad budgets.
Once a public relations firm is hired, it's important for internal marketing
managers to realize the crucial role they play in the success of their
agencies.
I recently wrote an article
for Chief Marketer that outlined several steps that marketers can take to
ensure the success of their public relations program. These include:
- Treating your PR agency as a
partner. - Giving your agency access to
information as early as possible. - Respecting your agency’s advice.
- Giving your agency the time and
budget necessary to succeed. - Developing measurable goals
together.
Most importantly, speak up if
you're not getting what you need from your public relations agency. If your
agency truly is a partner, they will be happy you did and will do whatever they
can to improve the relationship.
–Mara Conklin