In it for the Long Run
Posted On - 01/08/2023
It seems apt that after our 20th anniversary we should write about being in it for the long run so here we go!
We’re often asked whether we would consider working with someone for a shorter period of time of, let’s say, a month.
In most cases, our answer is no but with good reason. Obviously we want to develop long-term relationships with our clients, and hopefully this is evident in our track record of retained clients who have been with us for several years. However, our reason for not working with someone for such a short period of time is because any reputable PR agency knows that PR is a marathon not a sprint and that it takes time to get great results.
It’s possible to achieve results over a shorter period of time but when that happens a large part of it is down to good timing and quite frankly, luck, especially when it comes to media relations. This doesn’t take away from the hard work that PR people do, but it’s worth recognising that it doesn’t always happen that way. Most agencies wouldn’t work with clients for less than six months because traditionally that is when you expect to start seeing results.
When we’re talking to potential clients we sometimes hear that they’ve had bad experiences with other PR agencies but on further discussion, it often turns out that they had unrealistic expectations of how long it would take to see results.
There are two main reasons why we would encourage people to be patient with their PR agencies before stopping activity or hopping to another agency when they feel that things are not happening quickly enough.
Firstly, your reputation may take a hit. The very thing that you set out to improve may be negatively impacted when you suddenly drop your agency or switch to a different agency and expect them to deliver straight away. Your existing agency would have spent time learning about your business and would have learnt how to speak on your behalf to external audiences using your voice. If you suddenly change the way you communicate with these audiences, it may lead to inconsistent messaging thus will hinder your audiences’ ability to understand what you and your company stand for.
The second big reason for working with an agency for a longer period is the knowledge they build around your company. The longer an agency works with you, the more it understands your audiences, your values, your processes and your priorities. This 360-view of your business allows them to quickly adjust to any changing needs and spot opportunities that can make a difference.
Having said all this, it’s important to have reporting and evaluation systems in place to make sure that you are on track to get the results that you want. If you feel that something isn’t working, make sure to tell your agency and work with them to develop a two-way relationship where everyone is working from the same page.
