Cultivating the Relationship

 By Jeff Cheatham, Senior Account Executive, TrizCom Public Relations

By Jeff Cheatham, Senior Account Executive, TrizCom Public Relations

Managing expectations is a critical component of the agency-client relationship at TrizCom PR. We often begin a new business development meeting by simply asking why they are interested in a public relations campaign. Some have replied that they just want to see their name in the paper, but most are using it as a marketing tool to secure incremental business for their businesses. They believe—and are often proven correct—that earned media equals credibility in the marketplace.

Another caveat we explain in exploratory meetings is that PR is a marathon, not a sprint. It can take months of careful planning, pitching and execution before a client begins to see worthwhile results. We also never guarantee anything. PR firms that promise instant stardom for a client shouldn’t be considered true partners. That being said, we will work our tails off to ensure success, we just don’t promise it from the outset. Our proof points are the client newsrooms we maintain on our website, showcasing earned media wins for each of our existing and former clients.

If the image in their head doesn’t materialize into their version of reality, we encourage an extremely open and honest dialogue with clients. All PR plans are signed off on by clients before we begin campaigns. Each includes objectives, strategies, tactics and most important—how will success be judged by the client? If we can prove we’ve met that standard of success and they’re still not happy, then something changed. We find out what it is, adjust our plan accordingly and continue working.