[BRAND COMMUNICATION] STEPS TO HIRING A PR/BRANDING AGENCY.

[BRAND COMMUNICATION] STEPS TO HIRING A PR/BRANDING AGENCY.

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Tuesday, 20 October 2015
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In this digital and mobile driven era brands or if i may say consumer behaviour is changing, prior to what it was brands dictated the strategy but recently consumers are starting to dictate the pace with the Brand-client-strategy-activation-campaign and settlement workflow is finally changed to strategy-campaign-result before brand payment. There are lots of opinions about what branding and PR means but before we enlighten you about choosing the right agency to market your brand let’s get behind the five biggest “brand” stereotypes.

1. Your brand is how you look.

Yes, but it’s much more. It’s the voice of your communication; it’s the commitment of your people. It’s how you deal with issues and how you celebrate wins. Think of your brand as the personality of your organization.

2. Your brand is an expense with hard to measure ROI.

Many feel brand can’t be monetized, but that’s a shortsighted view of a complex concept. What makes Coca-Cola the market leader—the drink itself or its personality? Interbrand values the Coke brand at over $81 billion; that’s the bottom line.

3. Your brand reflects the people at the top.

Leaders are essential, but the brand is a business asset that must represent—and be delivered by—all levels of an organization. If the brand is created without attention to all levels, it won’t have staying power beyond those who are running it.

4. Your brand is not as important in the digital world.

Online, there is a huge increase in transparency and competition. Brand managers must be even more diligent online to establish strong, positive associations. The global marketplace requires brands to be distinct to be memorable—and successful.

Tip: Download the free white paper, “How to be a brand journalist,” to learn how to tell your organization’s compelling stories.

5. You brand it, and forget it.

More recently trends have been changing whilst brands must evolve. You must carry the value you’ve built forward while constantly updating it. It’s not only possible to respect your brand’s heritage while staying current.

Now this said and done once you have your idea financed its imperative you expose your organization with a PR strategy, it’s tempting to jump straight to results and impact.
However, you shouldn’t overlook the importance of the strategy component. A good PR relationship—and, in turn, outcome—is built on trust and transparency. Just like any relationship, you must do the groundwork and nurture the relationship to get the most out of it. Taking the first step can be scary.
Here are some tips to ensure your organization thrives and the relationship with a PR agency runs smoothly:

Pre-campaign

1. Write a brief.

A clearly defined brief is the starting point and should be written well before you begin your search of an agency.
Set out your organization’s background, direction, what you’re hoping the PR program will achieve and any key challenges you are looking to overcome. Be open about your business and visualize the outcome of the campaign. Is it media coverage, an online presence or specific industry partnerships?

2. Do your research.

Do your research and select three suitable agencies that suit your brief and budget. Meet with them to discuss your requirements and use it as a “chemistry” meeting.
Be open, and let the agencies know how many agencies you’re reaching out to. Just like the online dating world, what you see online may not necessarily be the agency or person you wish to work with. It’s best to avoid disappointment—or a break up—early on.

3. Evaluate and hire.

Define your judging criteria, and set a score for each one depending on how important that aspect is. When you receive the proposals or meet with the agencies, you can evaluate them against this matrix.This eliminates personal feelings and emotions, giving you a business-case decision. Be sure to notify agencies of your decision and your reasoning, You may end up using one of the alternative agencies or consultants down the track.
Campaign.

4. Trust your team.

Give your agency the space to deliver the work. The initial period is around setting everything up for the campaign and having conversations with key stakeholders and contacts. If you over-communicate with your agency’s team, they’ll spend more time with you than working on the campaign.
Trust their counsel. If they guide you on an interview, remember that they can’t control the direction the journalist wishes to take on the story. If they’ve written copy a certain way, it’s based on their assessment of what will work for your brand.

5. Set up a reporting strategy.

Put in place key performance indicators, the schedule and reporting requirements from the outset. That way, both parties are clear on what they’re working towards. Regular checkpoints along the way will capture any red flags well ahead of time.

Complied by: jimmyadesanya (Facebook.com/LinkedIn)
@djshyluckjimmy (twitter.com/Snapchat)

Posted by: thebrandradioblog

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