Having returned from Japan yesterday the memory of aeroplane food is clear in my mind (see some fine examples here to refresh your memory).

After coming across Oliver Beale’s letter to Richard Branson today about the “culinary journey of hell” he was put through on his flight I was grateful that I didn’t fly Virgin (however I’d like to ask someone at JetStar when teriyaki chicken rolls became popular for breakfast?)

Aside from being a great laugh it will be interesting to follow this story to see how far it goes.

It is fresh on Twitter, a bunch of blogs, and is being touted as ‘the best complaint letter ever’ elsewhere on the internet.  It has already hit some newspapers in the UK and was on ABC radio today and on Channel 9 news this morning (as one of the top online news stories).

I’m predicting a barrage of industry comment regarding Richard’s response and the official Virgin response from those in communications and branding and also expect that it will be used widely as a branding case study.

Then there will be t-shirts emblazoned with “It’s mustard Richard.  MUSTARD” and perhaps we’ll see a spoof website such as richardbransonkilledmyhamster.com.

I wonder if Richard will be so bold as to include crime-scene cookies on Virgin’s in-flight menu?  Either way the letter is set to go down in history.

Posted by Renee Creer

Now you have gone through the selection process and picked your agency, you need to figure out how to work together to ensure the best results for you and your brand.

You need to think of your agency as your best friend to get the best you can out of the relationship.

Here is the first set of tips to get you started:

Setting up the account

·      The first step is to review the proposal that the agency submitted to win the account. This document will need to be adjusted to reflect what you really need for the campaign and have the budget for. The agency will then put this into a PR plan which can run from anything from three months for a project to a year or ongoing with a three month notice period.

·      Make sure the PR plan contains clear deliverables that you can measure the agency’s work against along the course of the contract. These can be anything from press coverage to increased traffic to a website or attendees at an event. The holy grail is if you can also work out a measurement technique for the impact PR has on business and sales progress. This could be through monitoring sales enquiries, spikes around sales following PR activity such as editorial or events or by building PR related questions in to your brand tracking to measure awareness.  Once you are happy with the plan then approve it and let the work begin!

·      Make sure that you give your agency all the background material that you have so that they are aware of every aspect of your business such as marketing collateral, internal newsletters, staff information etc. It is important to be as transparent as possible therefore your agency should be aware of any skeletons in the closet so that they can be prepared in case someone else digs them out!

Relationship management

·      Once you have appointed your PR agency, you need to ensure that you get the maximum benefit from the relationship. To do this you need to really ensure that you understand each other from the very beginning and are clear about each other’s expectations.

·      Trust your agency and don’t keep unnecessary secrets from them as this will only hinder the quality of their advice.

·      Keep you agency updated on any changes to your brand, the company structure, staff changes etc.

·      Involve the agency at an early stage in any activities that will require their support. Don’t just throw things at them at the last minute and expect quick results!

Anything to add? Please post a comment below.

Watch this space for part 2 of How to work with a PR agency.

Posted by Helen Lear. 

Public Relations is unfortunately still one of those professions that I find myself constantly having to explain to people at dinner parties, in taxis, to my grandma (I have tried many times to no avail!).

So if you are a PR virgin and looking for an agency, what should you really be looking for?

If it is your first time wandering into the wilderness, take a moment to read on to gain more of an insight into what we do and how to start the process of selecting an agency.

Size - does size really matter?

• Budget, size and length of the project will determine the size of agency you need from a small boutique agency to a large international consultancy.
• Unless you already have an agency in mind, it is worth meeting with at least two or three to get a feel for what they do and how they would work alongside you and your team.

Relevant experience

• Both the agency’s background and relevant experience will give you a good indication of whether they will be suitable for you or not. For example, if you are a travel agent it would be advisable to look for an agency that has experience in the travel, leisure or hospitality industries. That said, you may already have great contacts with the travel media and be looking for an agency that can broaden your reach into news or mass media and who can look at your brand with a fresh pair of eyes.
• There are specific agencies that focus on just one sector e.g. travel, or those who work across a broader spectrum of clients and can help you reach a wider market. It is up to you which you think would be most relevant for your needs.

Other clients

• It is important when researching an agency to find out who their other clients are. This is not just to gauge their relevant experience, but also to check that there is no conflict of interest with your brand.
• It is always worth investigating how long the agency has had each client as high retention is a great selling point. Most agencies would be happy for you to speak to their existing clients to gain a reference if required.

Location

• Are you looking for an agency close to home so you can pop around to their office for meetings/coffee/gossip, or would you prefer an agency that has offices in every major city or country? The answer to this really depends again on the size and scope of your campaign.

Accreditation

• Does the agency belong to a professional body such as the Public Relations Institute of Australia (PRIA)? If they do then it shows that they are a recognised company that has to abide by a code of conduct and ethics. Check out the PRIA website for more info.

The team

• When speaking with a new agency it is a good idea to get them to commit (if they can) to telling you who the team on your account would be. This helps you to get an idea of their relevant experience and whether you fit with these people both on a professional and personal level. At the end of the day, you will need to speak with these people on a regular basis so you need to get along!
• As a rule, most accounts will have a senior person (General Manager or Account Director) to oversee everything with a Senior Account Manager/Account Manager to do the strategic work and a Senior Account Executive/Account Executive to carry out the day to day work.

Budget

• Your budget for the campaign will always determine the type of agency you can approach. For example, if you have a limited budget you would be best off with a smaller agency because as a rule they have lower fees and will be more accommodating to a lesser budget.
• PR campaigns can be charged in two ways – either on a full time retainer which would be a set fee per month, or an hourly fee for a shorter project. The way in which an agency wishes to bill may also help you to make a decision.
• In addition to the PR fees, all agencies also charge disbursements or expenses, which cover things like taxis to meetings, photocopying and telephone calls.

What next?

• Once you have chosen one or more agencies you think you would like to work with, contact them to set up a face-to-face meeting to discuss your requirements and to see how you connect.
• Following the initial meeting and if you are keen, send the agency a detailed brief giving all the information about the campaign including budget, timeframes and deliverables. The agency will then go away and work up a pitch to present back to you. If you are happy with what they have presented then sign on the dotted line!

For further reading, check out the Chartered Institute of Public Relations (UK) website about their tips on how to choose an agency.

Good luck!

If you have anything to add or have any interesting stories about choosing an agency, we’d love to hear them.

Post by Helen Lear