Signs You Picked the Wrong PR Firm

•  
  kstarrpr09/18/07 Reported as spam
  1

  Collaboration Also Key

  These are some terrific points. As a 15 year PR veteran who has worked on the inside as well as now heading up Larkin Communications, a strategic PR firm for emerging growth companies, it has always been a concern of mine that agencies often expect the internal manager to do the heavy lifting with the agency's duties ending up being extremely tactical, non-creative and reactive. I also detest 10 page reports that show no results. It shouldn't matter if it took 10 hours to place an article or 1. The bottom line is whether the article was successfully garnered.
  
  However, I think it is also important to point out that the most successful program is collaborative in nature. It requires a push-pull approach on BOTH sides. This means that in order to maximize effectiveness, the PR team does need referencable customers, newsworthy announcements (i.e. - not just "Barney" deals) and ongoing strategic discussions with the client to drive new trend ideas and opportunities. Either side, working alone, will not generate results.