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March 12, 2015

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Assembling a successful agency ensemble can result in a stronger overall PR program than a single company of record.  And companies or brands that involve more than one agency to support marketing goals may be getting the best of all possible situations.  After all, agencies are creatures of creativity and strategy — having more brains in the game can only help.

Following a few simple guidelines for harmonious interagency relationships can mean that your agencies focus on you, and not focus on competing with each other.

1. Set clear lines of delineation for focus areas.

Turf wars create an environment of a lot more selling and a lot less doing.  By identifying agency roles, either by product, event or expertise (crisis, product marketing, special initiatives), agencies should be able to be collaborative without being competitive.  Have those conversations at the top levels of the agency, so account managers aren’t constantly being driven to go after other agencies’ work.

2. Bring all minds together for planning.

You have these great minds at your disposal – use them.  Have planning meetings that involve everyone on a single room, if at all possible.  Build the ideas together, then identify the right agency for execution.  It also gives you a chance to see the talent at your disposal.

3. Don’t play one agency against the other.

It might be human nature to be competitive, but being discreet about agency results, personnel and budget helps maintain a positive tone.  Don’t reallocate budgets or projects between agencies, or more time will be spent trying to keep you locked in as a client vs. getting your story out.

4. Share talents – but pay for them.

If one agency has a great contact at a media outlet, it makes sense to use them for a pitch that’s under another agency’s purview.  But make it a habit to ask one agency to offer favors, and it builds a climate of resentment.

5.  Think outside your definitions.

Your IR agency might have that fantastic consumer marketing idea, or your crisis agency can send up a red flag about that sponsorship.  Share planning and idea generation at an early stage, and you can develop a stronger narrative that helps build a better concept.

Playing fair with your agencies of record can yield great results for your PR initiatives.  Especially when they don’t hate each other.

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Getting PR Firms To Play Nice in the Sandbox

Assembling a successful agency ensemble can result in a stronger overall PR program than a single company of record.  And companies or brands that involve more than one agency to support marketing goals may be getting the best of all possible situations.  After all, agencies are creatures of creativity and strategy — having more brains […]

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