How Do You Do (This)?

One of the first questions we get when meeting with a prospective client is, “How do you do this? How does this work?” (Usually accompanied by a skeptical sideways glance.) I think this is indicative of a certain mystery that many people have about public relations consultants and how we work. It may even stop people from considering the hiring of a public relations professional.

To take a little of the mystery out of it, here’s a simple breakdown of our work activities for most clients (this is after the proposal has been accepted, contracts signed and we get down to business). This could be a PR campaign, an integrated marketing plan, presentation or a combination of several work activities:

1. Project Management – includes all billing, administrative tasks, timelines, interviewing/hiring vendors if necessary, etc.

2. Client Communication – any and all time talking to the client– phone, online or in person–and travel time if it’s an extensive trip.

3. Conceptualization – thinking about and researching the project. This includes gathering research, conducting interviews, focus groups, surveys or writing proposals or plans and establishing key messages.

4. Implementation – doing the work. This includes writing press releases, designing the ads, writing web content, working with media (making pitches), vendors, graphic artists, social media experts, etc.

5. Reporting/Project Review – reporting results and reviewing tweaks to improve outcomes. This can also be the final meeting if it’s a project or the end of a campaign.

Fees depend on whether a client wants to retain us on a monthly basis or hire us for a specific project or campaign. (More about fee structures here.)

Every client has different needs. We can tailor our activities and fees to suit each client. Let’s talk about your next PR campaign, speech, crisis communications training or other service so we can figure out “how it works” for you.