RELATIONSHIP is always an interesting topic to discuss.
There’s the personal kind, the one that we love talking about among family and friends almost anytime and anywhere—“How are you?” “Are you still together?” or “Going strong?” Then there’s the professional kind, the one that we end up debating over during post-work hangout with colleagues—“What did she tell you?” “Did you read his e-mail?” or “How’s it working for them?”
Be it the personal or the professional kind, we can’t help but ask, #MayForever ba? I’ll leave the fate of the former in your hands, but the latter allow me to discuss.
As PR practitioners, we regard a relationship as the basic foundation of our careers. We build networks. We establish connections. We strengthen partnerships. We value them because, admit it or not, we need them to survive the complex environment of our industry.
But, among the many links that we hold, client-agency relationship is arguably one of the most sensitive, the one that agency people often find themselves worrying about.Why? It is because clients play a crucial role in the overall agency business model.
In most cases, they are considered the agency’s lifeblood—no client is to no work. No work is to no cash flow, simply put. But clients need our expertise, too, for various reasons and purpose.
Thus, the task in making the client-agency relationship work is an everyday challenge. The client should provide clear, realistic directions; the agency must deliver and manage expectations. In other words, it should be a collaborative, proactive effort to ensure a profitable, effective and sustainable partnership.
I’ve been on both sides. I was once the client when I was working for LandBank as the vice president for public affairs. We hired the services of creative agencies to conceptualize and execute our public awareness campaigns and to organize events, among others. My basic requirement is for the agencies to know the business by heart. We must be on the same page and share the same vision to hit the same targets.
In 2000, after 18 years of being with Landbank, I decided to put up my own PR agency and found myself on the other end of the spectrum. I am now the service provider. assuring our clients of maximum publicity to achieve their communications objectives.
But what does it really take to have a successful, lasting business relationship? What do clients need from us? And what do we need from them to make the partnership work? I gathered actual insights from both parties to enlighten us on this matter. Read on.
The ‘ideal’ partner
CLIENT: “A reliable PR agency that understands the needs of its client and can convey clear marketing communication to the public. The PR agency should be able to pinpoint the best media platform that can be used for a successful campaign.”—Mylene Abiva, president/CEO of Felta Multimedia Inc.
Agency: “The ideal client is an industry innovator, rich in thought leadership, strong in vision and development perspectives. He respects you as a PR consultant, accepts you as a partner, listens to you as an expert, treats you as a member of the corporate team/family, provides you with an efficient team to work with, and pays on time.”—Jingjing Villanueva-Romero, president and general manager, Stratos Public Relations Consultancy
Client/agency pet peeve
CLIENT: “One of my pet peeves when it comes to agency service is when the agencies don’t answer calls and e-mails, especially when there are urgent requirements that need to be discussed.”—Harold Geronimo, director for strategic marketing, Megaworld Corp.
“An agency that treats the company simply as a client does not keep itself updated with developments, has intermittent availability and only provides conventional PR solutions.”—Jeric Sevilla, officer in charge, Corporate Strategic Affairs Group and concurrent head of the corporate communications department of Manila Water Co.
Agency: “The ‘when’ and ‘where’ question when it comes to pickups. We all strive to get good placement of the articles we pitch, but, unless it is booked as an ad, editorial freedom should determine these. Let’s also add the press-release timing as some clients believe that flooding editors with press releases about every development happening in their firm should be covered.”—Noel Nieva, president and COO, Perceptions Inc.
“Clients, who have unrealistic expectations and delayed payments.”—Butch Raquel, chairman and CEO, BSR Public Relations
Sustaining the relationship
CLIENT: “By sharing the same spirit with the brand. If your client starts to feel that he is way more in love with his brand than how his agency does, then it’s not bound for a lifetime marriage.”—Ray N. Gozon, senior marketing manager, Acer Philippines Inc.
AGENCY: “There should be mutual trust and confidence on each other’s capabilities being partners.”—Anna Manansala, managing director, AMPR Inc.
So both parties have spoken. But the question still remains: #MayForever nga ba? Personally, when it comes to client-agency relationship, I believe that it’s almost impossible, especially considering today’s growing market competition and erratic business climate. Business targets change, so do client-agency requirements. But there’s no harm in trying to make the partnership last—give it your best shot. Just like in any other relationship, stay loyal. There must be mutual respect, interest and effort in making the bond succeed.
But, having been in the business for more than 20 years now, I must say that what remains possible is gaining a lasting friendship with people, who used to be your clients. Ergo, in that aspect, #MayForever.
PR Matters is a roundtable column by members of the local chapter of the UK based International Public Relations Association (IPRA), the association of senior professionals around the world. Milen Sison-de Quiros is the president of Full Circle Communications Inc.
We are devoting a special column each month to answer our readers’ questions about public relations. Send your comments or questions to askipraphil@gmail.com.