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What am I missing? The question every PR agency should ask

PR agencies look after the reputations of others, be they businesses or individuals. But when it comes to the reputation of the agencies themselves, it can quite often be a case of ‘cobbler’s shoes’ – so much time and effort is dedicated to taking care of clients, that looking after their own reputation can take a backseat. 

The reputation of an agency is its selling point. And it isn’t just based on past-performance and campaign-handling. How they are presented and the level of professionalism they display can be make-or-break for clients, both new and existing. This can encompass every aspect of an agency – from quality of its website to how they answer the phone. 

I’m yet to speak to a PR agency that doesn’t pride themselves on their reputation, and when I meet them I’m always asked what else they can be doing to ensure they portray themselves as the most polished outfit as possible. Given that agencies are all about good communications, they’re always surprised when I tell them that it’s in fact their own telephone communications which they can improve on.

Whilst a phone call isn’t the first exposure a potential client has with an agency – websites and social media take care of that – a call is often the first direct and personal contact they will have. And for a business which sells itself on the calibre of the people representing it, giving the greatest first and lasting impression is vital. 

Agencies can’t afford to rest on their laurels when it comes to their incumbent clients either. The personal touch goes a long way towards making clients constantly feel they are the top priority in an agency’s world. Greeting callers with familiarity, with a record of all of their previous calls instantly to hand, is like straightening an agencies tie and polishing its shoes – and clients notice it. 

It’s not just a PR agency’s clients who benefit from improved inbound call handling. A journalist on a deadline won’t try twice when the line is busy. I’ve heard various stories of opportunities lost because a journalist can’t get hold of an account handler for a comment, or a client unable to speak to their agency contact in time to meet a deadline. This, of course, can spell disaster so it pays to ensure that no call ever goes unanswered as each one is vital.

When it’s pointed out, it becomes obvious, but giving phone calls extra attention can add a very real extra layer to any PR agency’s professional image, regardless of their size. So if an agency is wondering what extra they can do to give themselves the edge, I’d say the answer is always in their own switchboard.