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Agency PR – Overview of
PR Agency
By, Moses Victor Gomes
Managing Partner
Identity Brand Consultants
Web: http://www.identity-brands.com/
FB : https://www.facebook.com/identitybrandconsultants
What you need to know?
Public relations professionals work with media –
magazines & newspaper editors & radio & TV
producers to get their clients' stories in the
NEWS.
Because there's an awful lot of media hype out
there, and there are only so many stories the
media can or wants to cover in an edition, PR
people work hard to come up with new angles to
attract attention and present their clients in a
positive light.
Public relations agencies also provide their
clients with materials like press kits, annual
reports, speeches and brochures all the tools
that go toward making that company, celebrity
or celebrity-hopeful look
Departments in PR Agency
CEO
NBD
Client
Service
Media
Relations
Tracking Accounts
Business Development
Pitching new client
How to identify a client
• Attend trade conferences
• Meet new people
• Introduce yourself
• Tie-up with advertising agency
• Join PR society
• Attend trade exhibitions
Meet
• The next step is to fix an appointment and
explain them how PR can help them.
• Note down the brief by the client on their
requirements
• Discuss about the prons & cons of public
relation exercise
Draft the strategy plan
• Study about the client, the business, group companies,
competitors, etc
• Check online and read more about the client
• Track news related to his business, so you understand how the
industry is growing, etc
• Do a dip-stick study to understand what the media thinks
about the client
• Draft a strategy plan based on all the parameters.
• At the end of the plan present the total costing direct as well
as indirect, etc.
• Remember: ALWAYS PITCH 30% INFLATED DIRECT COST
Present a plan to the client
• Post briefing present a plan which can best
work for the client and the cost factor.
• This should only be a strategy plan, not a work
plan
• The strategy plan should spread over a period
of 12 months to be on safe side, else eight
months.
Why a agency is not selected?
• Strategy plan does not suit the brief
• Lack of in-depth understanding about the
clients business
• Agency does not have enough resources
• The agency was not able to provide value add
to the client.
• And more….
Key parameters to be covered in
an NBD Pitch presentation
• Brief about the client’s company
• Issues faced by the client or problem areas
• Communication objective
• Key focus areas to solve the problem
• Key messaging for communication
• How the agency plans to start the communication plan
• Different initiatives
• Desired outcome of the strategy
• Role of the agency
• Monitoring and evaluation of the campaign
• Fee structure
• What the fee does not include
• Discussion
Moses Gomes
Client Servicing
Client Servicing is managing a client and be a
one point contact between the agency –
client and client – media. In most agencies it
comprises a team “Client Service Team” or
CST
About the CST
Usually the CST team
comprises of client service
head, an assistant, a
trainee and a media
relations executive. And
the team work towards
achieving the goals.
Responsibilities of Client service head
• Manage the team
• And also manage the client
• Delegate the responsibilities
• Organize
• Prioritize
• Team training
• Ensure smooth flow of work
Stages in client – agency
relationship
Strategy
planning
Seminar &
conferences
Media
intelligence
Editorial
services
Media
monitoring
Client
service
team
In the
beginning
Strategy
planning
Seminar &
conferences
Media
intelligence
Editorial
services
Media
monitoring
Client
service
team
After 40 to 50 days
Strategy
planning
Seminar &
conferences
Media
intelligence
Editorial
services
Media
monitoring
Client
service
team
Usually after 3 months or crisis
Strategy
planning
Seminar &
conferences
Media
intelligence
Editorial
services
Media
monitoring
Client
service
team
Again back to normal before
The end of 4th month
Attributes of Client Service
• Lot of co-ordination, have to stay COOL under pressure
• Maintains balance and calm. Does not get worked – up or excited.
• Be ready to hear lot of “No’s” then “Yes’s”
• Does not take things personally
• Good presentation, management and leadership qualities
• Maintains good relations with personnel from various depts.
• Enjoys communicating & mixes with everybody
• Good writing skills
• Briefing, report writing, thinking fast and immediate
• No grumbling and watching the clock, often have to forget
weekends
• Properly attired. A well groomed look is an advantage
Media Relations
Indian Media
Varied and diverse
Growth trend boosted by increasing urban literacy rate which
stands at 73.08%
Reaches more than 92 percent of the Indian Population in
some form
TV viewing is the most popular form of media followed by Press
and Radio
Internet is making inroads slowly however restricted to
urban population
Media Trends
• Increasing penetration of cable TV in rural areas
• Regional media is growing strength to strength
• Media getting more marketing driven
• Fierce competition in all sections of media
• Growth/Increase in:
– City Features, Feature/analysis
– Reach
– Specialisation
• De-growth/Decrease in:
– Government control
– Idealism/Nationalism
Therefore to summarise…
• Simplicity sucks but complexity sinks
• News as entertainment
– Media for the MTV generation
• The death of real specialists and the rise of quasi
specialists
– Specialists are set on watching you
– But there’s always a Generalist messing up.
• Deadlines are tighter than ever- and alive always
• Paid-for-spaces Vs the truly credible spaces.
Therefore what makes a story
Newsworthy?
Identification
SignificanceFascination
News
Strategic Messaging
Therefore….
Newsworthiness + Strategic Messaging =
Story
Strategic Messaging
• Strategic Messages are simple evidence-based
statements about the company and products
which essentially summarise the “satellite's eye
view" of the company and products
– Don't confuse strategic messages with marketing
fluff
– Journalists auto-filter hype and flamboyant
statements.
Measurement &
Evaluation
MAPPING PR EFFORT
TO THE RIGHT RESULTS!
What’s hard about measuring ROI?
Why Evaluate?
• To document success
• To encourage future work
• To justify your expenses
• To improve your future campaigns
• To build credibility
• To determine a basis for the next campaign
• To promote the value of PR in your organization
The Communication Funnel
Things to Consider
• Was the campaign well planned?
• Did the recipients understand the message?
• What improvements can be made?
• Did you achieve your stated goals?
• Was the budget adequate?
• What is replicable for future campaigns?
Measuring Success
• There is a tendency for many PR practitioners
to measure their output, rather than the
achievement of their goals
– For example, collecting press clippings is not
enough
– Evaluating the cm X cm X .per cm advt cost
Measurement
• In order to measure success, you must first
define it
• As part of your research and strategic planning
phase, you and your client need to agree on
realistic goals for accomplishment
• This ensures that your work will be recognized
and disagreements will be minimized
Examples
• A defined increase in sales
• A specific number of mentions in the press
• A measured increase in public awareness of a
brand or service
• A pre-determined increase in customer direct
inquiries about a product or service
Clients from Hell
• The worst case scenario is ambiguous, ill-
defined goals
• This invites the client to challenge your work
and effectiveness
Clip Counting
• A physical counting of press placements will
measure productivity
• This may not truly represent success
• There is a temptation to send out excessive
releases to manipulate the perception of
productivity (and add to the client’s bill)
Example
• A campaign for a new soda is mentioned in
several newspapers and magazines
• Add up the circulation of these publications to
get the estimated “media impressions”
Media Impressions
• Useful to track the penetration of a message
• However, the number can be misleading
• This number does not reflect how many
people actually saw the message – only how
many were exposed to it
Advertising Value Equivalency
• Since story placements are “free,” there is an
equivalent rupee value for the exposure
• What would it have cost your client to get the
same sort of exposure via paid placement
advertising?
• The AVE calculates the estimated value of the
exposure (in ad rupee)
Systematic Content Analysis
• Many of these software programs track the
intricacies of the media coverage
– Positive vs. negative coverage
– Relationship of the coverage vs. your competitors
– Contextualization of your coverage compared to
the overall placement opportunities in the media
outlet
Measurement of Audience Awareness
• How many people know about your message
or campaign?
• You can conduct surveys to determine the
“audience awareness”
Audience Action
• What action does the audience take as a
result of the exposure to your message?
– Do they buy your product?
– Do they talk about you?
– Did they request more information?
– Did they enter your contest?
Conclusion – Measurement &
Analysis
1. Without a benchmark, we have no way to evaluate
2. Evaluation is process-oriented: knowledge- based
and behaviorally-driven
3. We can evaluate public relations, but what we
evaluate toward is not exactly what some call
“ROI”; ROE must be constantly evaluated to better
predict ROI
4. We can collect, analyze, evaluation and
recommend courses of action
Overview of Public Relations Agency

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Overview of Public Relations Agency

  • 1. Agency PR – Overview of PR Agency By, Moses Victor Gomes Managing Partner Identity Brand Consultants Web: http://www.identity-brands.com/ FB : https://www.facebook.com/identitybrandconsultants
  • 2. What you need to know?
  • 3. Public relations professionals work with media – magazines & newspaper editors & radio & TV producers to get their clients' stories in the NEWS.
  • 4. Because there's an awful lot of media hype out there, and there are only so many stories the media can or wants to cover in an edition, PR people work hard to come up with new angles to attract attention and present their clients in a positive light.
  • 5. Public relations agencies also provide their clients with materials like press kits, annual reports, speeches and brochures all the tools that go toward making that company, celebrity or celebrity-hopeful look
  • 6. Departments in PR Agency CEO NBD Client Service Media Relations Tracking Accounts
  • 8.
  • 10. How to identify a client • Attend trade conferences • Meet new people • Introduce yourself • Tie-up with advertising agency • Join PR society • Attend trade exhibitions
  • 11. Meet • The next step is to fix an appointment and explain them how PR can help them. • Note down the brief by the client on their requirements • Discuss about the prons & cons of public relation exercise
  • 12. Draft the strategy plan • Study about the client, the business, group companies, competitors, etc • Check online and read more about the client • Track news related to his business, so you understand how the industry is growing, etc • Do a dip-stick study to understand what the media thinks about the client • Draft a strategy plan based on all the parameters. • At the end of the plan present the total costing direct as well as indirect, etc. • Remember: ALWAYS PITCH 30% INFLATED DIRECT COST
  • 13. Present a plan to the client • Post briefing present a plan which can best work for the client and the cost factor. • This should only be a strategy plan, not a work plan • The strategy plan should spread over a period of 12 months to be on safe side, else eight months.
  • 14.
  • 15. Why a agency is not selected? • Strategy plan does not suit the brief • Lack of in-depth understanding about the clients business • Agency does not have enough resources • The agency was not able to provide value add to the client. • And more….
  • 16. Key parameters to be covered in an NBD Pitch presentation
  • 17. • Brief about the client’s company • Issues faced by the client or problem areas • Communication objective • Key focus areas to solve the problem • Key messaging for communication • How the agency plans to start the communication plan • Different initiatives • Desired outcome of the strategy • Role of the agency • Monitoring and evaluation of the campaign • Fee structure • What the fee does not include • Discussion
  • 19. Client Servicing is managing a client and be a one point contact between the agency – client and client – media. In most agencies it comprises a team “Client Service Team” or CST
  • 20. About the CST Usually the CST team comprises of client service head, an assistant, a trainee and a media relations executive. And the team work towards achieving the goals.
  • 21. Responsibilities of Client service head • Manage the team • And also manage the client • Delegate the responsibilities • Organize • Prioritize • Team training • Ensure smooth flow of work
  • 22. Stages in client – agency relationship
  • 27. Attributes of Client Service • Lot of co-ordination, have to stay COOL under pressure • Maintains balance and calm. Does not get worked – up or excited. • Be ready to hear lot of “No’s” then “Yes’s” • Does not take things personally • Good presentation, management and leadership qualities • Maintains good relations with personnel from various depts. • Enjoys communicating & mixes with everybody • Good writing skills • Briefing, report writing, thinking fast and immediate • No grumbling and watching the clock, often have to forget weekends • Properly attired. A well groomed look is an advantage
  • 29. Indian Media Varied and diverse Growth trend boosted by increasing urban literacy rate which stands at 73.08% Reaches more than 92 percent of the Indian Population in some form TV viewing is the most popular form of media followed by Press and Radio Internet is making inroads slowly however restricted to urban population
  • 30. Media Trends • Increasing penetration of cable TV in rural areas • Regional media is growing strength to strength • Media getting more marketing driven • Fierce competition in all sections of media • Growth/Increase in: – City Features, Feature/analysis – Reach – Specialisation • De-growth/Decrease in: – Government control – Idealism/Nationalism
  • 31. Therefore to summarise… • Simplicity sucks but complexity sinks • News as entertainment – Media for the MTV generation • The death of real specialists and the rise of quasi specialists – Specialists are set on watching you – But there’s always a Generalist messing up. • Deadlines are tighter than ever- and alive always • Paid-for-spaces Vs the truly credible spaces.
  • 32. Therefore what makes a story Newsworthy? Identification SignificanceFascination News Strategic Messaging
  • 34. Strategic Messaging • Strategic Messages are simple evidence-based statements about the company and products which essentially summarise the “satellite's eye view" of the company and products – Don't confuse strategic messages with marketing fluff – Journalists auto-filter hype and flamboyant statements.
  • 36. MAPPING PR EFFORT TO THE RIGHT RESULTS! What’s hard about measuring ROI?
  • 37. Why Evaluate? • To document success • To encourage future work • To justify your expenses • To improve your future campaigns • To build credibility • To determine a basis for the next campaign • To promote the value of PR in your organization
  • 39. Things to Consider • Was the campaign well planned? • Did the recipients understand the message? • What improvements can be made? • Did you achieve your stated goals? • Was the budget adequate? • What is replicable for future campaigns?
  • 40. Measuring Success • There is a tendency for many PR practitioners to measure their output, rather than the achievement of their goals – For example, collecting press clippings is not enough – Evaluating the cm X cm X .per cm advt cost
  • 41. Measurement • In order to measure success, you must first define it • As part of your research and strategic planning phase, you and your client need to agree on realistic goals for accomplishment • This ensures that your work will be recognized and disagreements will be minimized
  • 42. Examples • A defined increase in sales • A specific number of mentions in the press • A measured increase in public awareness of a brand or service • A pre-determined increase in customer direct inquiries about a product or service
  • 43. Clients from Hell • The worst case scenario is ambiguous, ill- defined goals • This invites the client to challenge your work and effectiveness
  • 44. Clip Counting • A physical counting of press placements will measure productivity • This may not truly represent success • There is a temptation to send out excessive releases to manipulate the perception of productivity (and add to the client’s bill)
  • 45. Example • A campaign for a new soda is mentioned in several newspapers and magazines • Add up the circulation of these publications to get the estimated “media impressions”
  • 46. Media Impressions • Useful to track the penetration of a message • However, the number can be misleading • This number does not reflect how many people actually saw the message – only how many were exposed to it
  • 47. Advertising Value Equivalency • Since story placements are “free,” there is an equivalent rupee value for the exposure • What would it have cost your client to get the same sort of exposure via paid placement advertising? • The AVE calculates the estimated value of the exposure (in ad rupee)
  • 48. Systematic Content Analysis • Many of these software programs track the intricacies of the media coverage – Positive vs. negative coverage – Relationship of the coverage vs. your competitors – Contextualization of your coverage compared to the overall placement opportunities in the media outlet
  • 49. Measurement of Audience Awareness • How many people know about your message or campaign? • You can conduct surveys to determine the “audience awareness”
  • 50. Audience Action • What action does the audience take as a result of the exposure to your message? – Do they buy your product? – Do they talk about you? – Did they request more information? – Did they enter your contest?
  • 51. Conclusion – Measurement & Analysis 1. Without a benchmark, we have no way to evaluate 2. Evaluation is process-oriented: knowledge- based and behaviorally-driven 3. We can evaluate public relations, but what we evaluate toward is not exactly what some call “ROI”; ROE must be constantly evaluated to better predict ROI 4. We can collect, analyze, evaluation and recommend courses of action