While reading some PR blogs, I happened to stumble across an article entitled “9 signs of a Bad PR Agent”. Of course, being a student getting prepared to launch into the industry, it caught my attention. I was quite curious to see what constitutes a ‘bad pr agent.’ Well, while I agreed with many of the reasons, some definitely caught me off guard and made me question the author. For one, number 3 that said ‘to spend time doing their own thing instead of what you asked him to do’. I had to question this one because often times, it seems that the client clearly doesn’t know what they want and it is up to the PR department to figure out the actual goals and objectives of the client. Many clients it seems, knows they need a change but don’t quite understand how to reach this objective. Thus, while the client may perceive the PR agency as doing their own thing, their own thing may be just what they need to be successful. This brings up the question, should pr agencies follow exactly in line with what the client says, or should they utilize their experience and expertise to determine what needs to be done?
Another problem I had with the article is number 8, which said ‘to spend time on elaborate plans rather than making phone calls’. This seemed to be the ideal stereotype that most clients have when it comes to a pr campaign. They think they are hiring them specifically for publicity and the more press coverage and news stories, the more successful the campaign is. However, what clients often fail to realize is that there must be an intensive amount of planning and research done before actually making calls and pitching ideas. Often clients don’t realize all of the preliminary work that goes into a campaign. Thus, it seems that all of the work put in by PR professionals is under appreciated.