A PR Client's Bill of Rights

With the launch of my new firm, iMiller Public Relations (iMPR) it has inspired me to consider the importance of a client ‘Bill of Rights’ is when working with a PR firm.  Though these are specific to iMPR, I encourage all companies seeking outsourced PR support to consider these guidelines in their selection:

1.       Experience

Clients should select a firm that exemplifies the type of experience that they require from a partner.  Experience isn’t just in a manner of results delivered by a firm, but the team assigned to the account.  The most important person on your account will be the Account Director.  This person drives the strategy and vision and should be the most experienced at what they do.  They should not only have experience in Public Relations, but in the industry whose expertise you seek to be advised about.  This experience should then trickle down to the team that will support you.  At iMPR we have teams of experts.  Silos of specialists focused solely on knowing and understanding specific aspects of the business.  From Social Media to Event Management and beyond; let your agencies know what you need and have them build a team that is experienced in the specifics to deliver results.

2.       Ethics

Ask the hard questions; know how the agency gets things done.  Be sure that in all of your communications with your agency there is honest and accurate information conveyed to one another.  Make sure you know the other companies that are represented to ensure that there is no conflict of interest.  Your PR firm should always work to strengthen the public’s trust in your company and in the profession itself.  Your business’ private and confidential information should remain protected at all times.  Finally, on all matters regarding public policy, you are entitled to f wise counsel and advise, practiced and proven by industry professionals.   The Public Relations Society of America emphasizes ethics in its code of conduct.  It’s a good practice to know what they are so you get what you deserve.

3.       Commitment to Success

It’s true that public relations efforts are difficult to measure but that doesn’t mean that your partner firm shouldn’t be committed to your success.  There are always new ways to drive results whether it’s educating the market, eyeballs to a website, visibility at conferences – no matter what your company may or may not be doing your PR partner should have the tools to activate a program that will deliver.  PR efforts are not just about press release distribution, it’s much more.

4.       Ability to Renegotiate

Don’t get yourself stuck.  When you hire a firm you hire a team that you feel good about.  Should there be changes to the team, the firm, the clients, the direction of the firm your company should have a way to renegotiate to ensure that you get the same level of service you signed on for.

5.       Exit Plan

Even before you enter into an agreement with a firm, find out how they manage the exit.  Ask for references; ask for the process to be documented.  What better time to know how to end a relationship than before you begin it?

If you have any questions about Public Relations Services, don’t hesitate to call us.  We’re at 1.866.307.2510 – go ahead and give us a call.