Dana Dvořáková, Head of PR of Ahold on PR agencies vs corporations, MediaTalk 12th April 2011
Agency vs Corporation or Agency & Corporation? Dana Dvořáková Communication Director Ahold, a.s. Prague, 12.4.2011
Agency vs Corporation Agency & Corporation <ul><li>Task: </li></ul><ul><li>To identify some of the most challenging aspects of the relationship client – PR </li></ul><ul><li>agency in today's digital world and to provide some efficient solutions for how t o </li></ul><ul><li>deal with these challenges . </li></ul><ul><li>Why PR agency? </li></ul><ul><li>What is reality? </li></ul><ul><li>How to assure we understand each other? </li></ul>
Why PR agency? <ul><li>Knows perfectly media market (relevant media for industry, relevant media for every single message including social media) </li></ul><ul><li>Has its own media contacts in different levels </li></ul><ul><li>Knows perfectly everyday media development – political issues, trends (i.e. eating habits, culture, international consequences, but also latest facebook activities) </li></ul><ul><li>Knows how to connect client´s strategy and his messages to daily media needs </li></ul><ul><li>Agency has excellent copywriters, who understand business </li></ul><ul><li>Has an expert for client´s industry </li></ul><ul><li>Has an experts for writing, preparation of presentations, special events… </li></ul><ul><li>Agency has an advantage to see the topic from outside </li></ul><ul><li>Agency costs less than full time in house experts and brings added value </li></ul>
Agency has a strong leader, experienced account directors and poor, overloaded executive staff Account managers are responsible for other clients, so they are not available in the moment, when needed In house people are using account managers as executive staff, they usually transfer boring tasks to the people from the agency Agency tries to increase fees all the time „let´s give them a low mothly fee to win the tender and charge them later on project basis...“ It increases tension Often agency representatives do not have direct access to top management If they have direct access to top mngmt usually in house PR director has a limited power to manage the agency A limited number of agencies offers a really effective solutions including social media What is reality?
High quality experts on both sides Clear messages and its development on both sides Clear tasks and their evaluation /goals should be set up at the beggining of the cooperation/ Clear evaluation measures Good communication inside the company From agency´s side: to be perceived as someone who helps, brings ideas and solutions. Someone who supports the company and its management and PR team From company´s side: to show we are happy to work with such a good agency and we appreciate its stories, expertise and help. We offer great brand and we expect agency will help to make it even stronger How to assure we understand each other?