Are you locked in a death spiral with your PR agency?
We often come across accountancy firms who have been sucked into the "PR death spiral" with their agency (and in-house too). Here's how to recognise it:
Initially it all began so positively.....
A new PR team had arrived, and make lots of sensible-sounding requests for articles, materials and other content from the partners to pump prime the campaign. It is quickly supplied by partners keen for coverage and wanting to play their part in a successful campaign. It is a great start and hopes are high.
But three months later little press coverage has appeared. Concern is politely expressed, but they are assured it normally takes a few months for coverage to appear.
More articles and content are requested by the PR agency but, for all the activity, the coverage continues to be disappointing or non existent.
There is a meeting about performance and the agency starts to get desperate. Their team requests even more material and pushes for responses on opportunities they provide that aren't right.
The accountants are now jaundiced and unwilling to spend time developing content they doubt will appear, their faith has been lost in the agency's ability to deliver.
Neither party is happy. The PR agency feels the accountants didn't provide the angles it needed. The accountancy practive feels it gave the agency every cooperation, but their time and money has been wasted with little to show.
Of course, it needn't be this way.
Those PR agencies that are experienced in working with accountancy firms know to work in an entirely different way. They know how to minimise partner time and maximise results. The know how to deliver coverage in a few days or weeks, not months.
If your firm is stuck in this relationship death spiral, or has experienced it before and thinks it is inevitable, it is time to speak to a specialist.
With over 20 years continuous experience of getting great results for law firms, Kelso Consulting certainly knows how to avoid this PR death spiral!
Do call us on 020 7242 2286 if you'd like more information about us and the great results we generate for accountancy firms.