A lot is said and supposedly understood about Public Relations from the perspective of an agency undertaking the responsibility to set groundwork for corporate communication and brand management. However, the flip side of the story reveals the prerequisite of an assiduous client, equally dedicated to the cause. The entire procedure of managing public relations is a carefully planned process with ample room for growth, rather than a solitary organized event. In order to re-inforce one’s brand in public memory the clients must participate in brainstorming ideas, executional activities, such that they become intrinsically recognizable as self-built or branded which provides for its own original material. Such clients are also favoured by the agencies in similar circles, making them more preferable to work with. The tenet is simple: It takes two to tango. A good working relation ensures continuity, leading to better understanding of a company’s needs, to propose ideas or solve problems, which means that one must not treat the business in strictly transactional terms. Public Relations is an engagement exercise, done “for/with” the company and not “to” them. Akin to professional relations like Doctor/patient, Client/counsel, wherein the service provider acts as the whole and soul during the defined period, a responsible client must make efforts to be deeply and consistently involved in the ongoing process. Merely assigning an agency with astronomical hopes to transform the image of a company for a quoted price doesn’t sit well with the agency which reflects in the results of the company’s image makeover. A client-agency relationship is no different than regular ones, and requires similar ingredients such a chemistry, honesty, trust and the shared hard work. A company needs to realize that while it can appoint a PR Agency, the latter’s prerogative exists as well, whether to accept or reject. Handling the topsy-turvy world of image enhancement or management is great balancing act to pacify the media on one hand and the client on the other while working tirelessly to ensure the job is done. The goal of both is identical, only the method and business cards vary. The responsibility to ensure a successful partnership lies with the company/client in equal measure. The mantras to be a good client are simple and rely on the human connection. Public image is a sensitive subject for a company. Therefore, it’s essential to be strategically involved and transparent from the beginning. Higher level of interaction, will lead to impromptu adjustment of needs or expectations and immediate restoration of balance in case of unforeseen circumstances. Cutting off all communication from the agency for months and seeking a full report charting the work done, return on investments (ROIs), etc., is rude and unprofessional. Secondly, client has to dispense with a lot of information, which should be done with tact. A PR agency constitutes of people who have incredible social presence, hence they must be treated like associates, looking beyond the numbers. If it was only the finance factor, small companies would have never been able to stamp their media presence as they do today. Efforts must be made to build relationships, which will motivate the agency and help secure great coverage. Thirdly, open communication channels for easier, faster access. Things move as light-speed in the media. Only the first is the best, whereas the rest just get bits and pieces. Streamlining the process of granting approvals, acquiring press materials or simply media opportunities, or coverage smoothens unnecessary wrinkles. PR’s secure the opportunity but the client has to take the lead on it and act immediately, not when the moment has passed. The next photo op or public appearance could be the next business idea. Fourthly and finally, never should a media opportunity be ignored, by citing reasons of inconvenience or non-suitability. A PR team works tirelessly to secure good coverage which is why it’s always urgent. In this regard one must have a team ready to take charge and proceed at a moment’s notice. This is only achievable via communication. Never hide anything of importance. It is also a PR agency’s job to convert negative news to positive opportunities. Hence foster the habit of keeping assets close to ensure maximum deliverables at the optimum time.
