The PR Toolkit – The Client Perspective
In this episode of Elevate PR’s IGTV PR Toolkit Elevate’s Claire Feely, sat down with our client Jenny Johnston, Sales and Marketing Manager for JYSK in the UK and Ireland, to discuss the client perspective on a PR campaign. Claire and Jenny spoke about the pitch process, what sets an agency apart, what clients want and need from an agency, and the trends that agencies need to be on top of for their clients.
Client / agency chemistry, a good working relationship, and viewing the agency as an extension of the brand team are key. It is essential that the agency understands their client’s business and actually ‘walks the shop floor’ as Senator Fergal Quinn, founder of Super Quinn, always said.
Clients need an agency to deliver strong results, but also set out clear expectations from the beginning on what is and isn’t possible, and even ways to reach those blue-sky goals in a few years. Honest and open communication throughout the campaign is so important to build trust.
Share, Share, Share
As much as the agency needs to understand the client’s business, it is also up to the client to share what’s going on. Bring the agency on the brand journey, the ups and downs, and this two-way relationship will flourish.
Build the Business Case
The PR agency should provide the client with facts, figures, and stats, to support them going back to the business to demonstrate the power of PR and what it can achieve. They should set out KPIs from the start, have a clear budget in place and stick to it. Also understand that the client has to report back on where they put their spend and if PR is working, hopefully budgets will be increased next year!
Come with Solutions
Every business has its unique challenges and ups and downs. An agency that comes with the problem and solutions or options is one to keep.
Claire and Jenny finished up by discussing the trends in retail including.
- Huge growth in ecommerce
- New customers buying online that were always in-store purchasers
- In-store environments becoming more experiential and tactile
- Integration of online shopping while in store
- Showroom only stores