Buying in expertise.
WHAT THEY PROVIDE
Media relationships Knowledge of what is newsworthy Writing and messaging Crisis support Time
WHAT THEY CANNOT PROVIDE
Guaranteed coverage A reputation your conduct does not support
WHAT TO ESTABLISH BEFORE ENGAGING ANY
What outcome you want What they will actually do Who does the work What it costs How results are measured
WHY WHO DOES THE WORK
Senior people present and junior people deliver.
WHAT TO REQUEST
Examples of coverage they actually secured, verifiable.
WHY VERIFIABLE
Claimed results are frequently unrelated to their work.
WHAT TO ASK
Which journalists they know in your sector.
WHY
Relationships are the substance of what you are buying.
WHAT TO ESTABLISH ABOUT MEASUREMENT
What constitutes success.
WHAT TO AVOID MEASURING
Volume of coverage alone Reach figures that mean little
WHAT TO MEASURE INSTEAD
Coverage in publications your audience reads Enquiries generated Whether the messages appeared
WHAT TO PROVIDE THEM
Access to people and information.
WHY
Agencies cannot generate stories without material.
WHAT TO ESTABLISH
Approval processes, and turnaround times.
WHY TURNAROUND
Media opportunities expire within hours.
WHAT TO RETAIN
Responsibility for what is said.
WHY
The agency speaks for you and the consequences are yours.
WHAT TO REVIEW
Whether the engagement produces anything.
