Ways to Improve the PR Agency-Client Model

Invaluable advice from Rachel Huff and Amanda Guisbond in their story on improving the PR agency-client model. Here are some things that resonated with us based on our experience being on both the agency and client-side.

1. Results matter, but insights are just as important

On the client-side, a lack of results aren’t as bothersome as a lack of insights are. Clients rely on the agency team to provide an outside-in perspective and be an external thought partner.

If a pitch wasn't landing, why? How do we pivot the story? Reporters don’t often respond, but what do we know about what they are writing, and where should we focus? What other channels do we need to consider?

Not having answers and being proactive about it is always more frustrating than not getting results. We've been on the agency side. Getting results isn’t easy. But having insights for the client should be.

2. Finding the best of the best was...best

One big agency to do everything sounds great. But finding multiple agency partners plus a set of contractors with deep domain expertise was a winning combination.

For example, someone great to support exec comms. Another great person at business press pitching. And yet someone else great with certain vertical trades. And, of course, a great writer for contributed articles!

During our in-house roles, we leaned on smaller agencies and a set of contractors who worked well together, were great at different things, and worked as one big happy team.

3. Bigger isn't necessarily better

We’ve been part of some lean in-house comms teams that were execution powerhouses - we got stuff done and done well. When things weren't going smooth, the agency default solution can’t always be, "We're adding this new person to the team."

Many times, clients don't need 5 people, they need 1 great person, and a partner better aligned to them and their business.

Having one person deeply invested in the business and knowledgeable was an invaluable thought partner, especially during times when the client needs it most.

💡These experiences have shaped our approach with Roger That Communications. We're boutique by design. You get senior comms leadership that is all-in on your business. Results matter, but so do all the little things to achieve it.

We’d love to work with you. Or if you're just looking for some comms advice, please feel free to reach out - we'd be happy to chat and see how we can help!