360DigitalInfluence

Ogilvy Public Relations Worldwide
Jun 04

Plugging In Onsite

 

Over the past few months, I have had the opportunity to embed myself at a couple of my clients’ sites. In tech PR, face time is crucial to an agency/client relationship, and sitting at the client site every couple of weeks has positively changed the dynamic with my clients.

Now, I realize that not everyone has such a unique opportunity. However, if you do have the opportunity or are thinking about it, I offer a few suggestions for how both a PR professional and client benefit from this approach.

  1. Co-create on a project – Select a project or campaign that involves both the client and agency and think of how it could be advanced if both sides sit down to walk through it. This enables a true co-creation between client and agency and allows any concerns or reservations about the direction of the project to be vocalized in a much less formal environment.
  2. Have an honest conversation – It is much easier to have an honest conversation with your agency or client about how things are going in-person. You are able to talk one-on-one and face-to-face. Additionally, a casual honest conversation may spark other ideas or projects for discussion.
  3. Manage your time – Both a client and agency should be aware that the client will not spend the entire eight hours on only their account. Having a PR professional plugged in for the full day lets the client have quick access to the agency for a question or opinion.
  4. Expand your relationships – Typically, when working with a client, agencies only have access to PR and marketing folks. However, when working onsite, agencies can gain valuable insight from exposure to other client contacts and expand relationships within the company. Having an agency onsite also helps make PR efforts more visible. Often times, others in the company are not even aware an agency exists for PR support.
  5. Embrace client culture – One of the most valuable things about working onsite is that it provides the PR professional with a deep understanding of day-to-day operations at a client site, such as how they run meetings, how PR is being receive internally, other internal initiatives, and corporate structure. Embracing client culture also helps the agency feel committed and passionate about their client’s business.

Once you have successfully spent one day onsite with your client, do it again! The more time spent at the client site, the more you and your client truly reap the benefits of an agency-client partnership.

Ogilvy Public Relations Worldwide