Are You Getting The Most From Your Agency?
As with most relationships, the successful pairing between a client and agency is built on trust, two-way communication, mutual respect and a degree of openness.
You want to get value for the money you’re spending, agencies want to do a great job so you’ll stay around for the long haul. What nobody wants is to eat through the budget on miscommunication, second guessing or needless back and forth. By forming a strong relationship, your agency can focus on the business of building your brand.
With that in mind, we’ve pulled together our top tips to help build your agency relationship that will yield great results and make working together a breeze.
Regular communication with your agency is vital. You don’t need to be emailing or talking on IM constantly, but a weekly catch up goes a long way. Whether it’s a quick email update or a scheduled Work in Progress meeting, keep us updated and we can do the same. That way, everyone is on the same page and last minute surprises are minimised. If your agency knows what’s happening, they will be more likely to spot a potential opportunity you hadn’t.
Help Us Understand Your Business
In order to focus on the right part of the nitty gritty, it’s important to know what the big picture is. Whether it’s a business problem or even an issue you’ve got with us, when we know what your challenges are, we will find a solution to get you over the hurdle.
A quarterly or bi-annual catch up with your agency to focus solely on challenges is a great idea, especially after your quarterly planning process or other moments when important strategic decisions are made. You can tell us about your market, your customers, your business – anything that will provide us with better insights into your world. It’s easy for everyone to get caught up in day-to-day tasks, so making a time to discuss these matters helps everyone take a step back and reassess the situation.
Introduce Us To Your Business
The main players in your business should know the people in your agency. If we are able to form relationships with your colleagues it will make your life much easier. It builds their trust in us and makes them more responsive to our last minute requests on behalf of a journalist. Knowing their strengths and weaknesses when they are acting as the face of your brand means we can show them at their best and work on their shortcomings.
Besides, it’s risky having a single point of contact in your business. News deadlines are increasingly tight, and you can’t afford to miss them because someone was unavailable.
Be The Expert
An agency’s knowledge of the sector is important, but their main speciality is communication. You have an industry perspective they don’t. Share market reports and insights from your sales teams, and if possible, internal training materials on new products or audience segments. The more we know, the more we can help. Annual conferences or talking with customers about their experiences with your products or services helps form a narrative for storytelling to the media.
Being able to reach out to an expert on a topic in the organisation before drafting a response on your behalf provides us with the insights to produce newsworthy content likely to catch the eye of a journalist.
You should use our expertise too. We are always at the end of the phone if you have a burning communications question or don’t understand the approach we recommend. Managing relationships with the media can be tricky and we have the insight to know how different markets, outlets or even individual journalists are likely to react, so you can be better prepared.
Treat Us Like One Of Your Own
We are on your side. We might not sit at the computer next to you but we are all working towards a common goal, to build the brand and help you tell your story to the right audience. So tell us what’s on the horizon, share your insights and keep us in the loop. Help us understand everything there is to know about your business, your customers, and your products so we can achieve the best results for you and your business.
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