I don’t know if it’s a sign of an improving economy or just a sign of increased focus on my part, but in the last several weeks I find myself in more and more meetings with companies interested in public relations, especially digital public relations, to deliver business results.
In each of my meetings, either before we get to the meat of the company’s need, there is a polite or somewhat understated discussion about the bad experience the company had with its last public relations agency. The company leaders are almost embarrassed about bringing the topic up, yet I know from experience that if they don’t, that unspoken issue will color everything we do together.
Let’s put aside for a moment the details of how these companies came to have bad experiences with PR firms. Instead, let’s focus on what these firms could have done right for their clients — and themselves — to create a different result.
It’s a concept we at WordWrite call assessment before investment. Frequently, I find that well meaning and highly intelligent clients and potential clients really have little idea of how public relations works or what it entails. “We need a press release” or “we want to do a press conference” or “we need a brochure” are common statements, some of which I have blogged about earlier.
My point is that, at the beginning of any discussion between an agency and a potential client, a key question should be asked first: Why do you want to do that?
At WordWrite, we help companies grow their market awareness, presence, business opportunities, and ultimately, sales. Everything we do is rooted in public relations. We are experts at conceptualizing a company’s story in a way that delivers results, especially in the emerging digital business environment.
Yet if we don’t ask this important question first (along with some others), we are on a bad path. We don’t ever assume we could come in and do the right work, and assure it’s the right process or the right result for a client, without an assessment.
This is what we always do before we advise a potential client — we run a battery of tests. While I am aware that some agencies are willing to just throw a client’s money at something and see if it works, that strikes me as incredibly shortsighted.
In the short run, such an attitude may put money in the coffers of an agency; in the long run it will destroy a relationship. And it also could sour intelligent business leaders who need public relations on the entire field. I’ve seen it happen.
If “why do you want to do that?” is the most urgent question a PR firm should ask before 
beginning an engagement, the second (and most important is): “What results do you want from this?” And by the way, getting your name spelled right, or simply generating lots of mentions, are not good answers. Just ask Enron (I never saw that name misspelled in all of its negative media coverage) or Britney Spears (circa her legal troubles). I wouldn’t give a nickel for the PR either of them earned.
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Paul Furiga is president and CEO of WordWrite Communications.
