Newsletter PR: The Good, Bad and Ugly
PR Companies: The Benefits of Being Personal
by Ryan Didsbury on 08/09/2012
Say you are a small business in the area and are looking to get the word out about your business on multiple platforms. You have researched the benefits of public relations companies, and now it has come time to choose a firm. For many people, the main question remains whether to choose a large or small firm.
There are many benefits to both sized firms – it all depends on what you as a client want. Some large firms may have a better grasp on your direct industry, while some smaller ones may be more easily accessible.
Although it depends on your personal needs as a client, as a small business, I believe it pays to at least look into the benefits of working with smaller firms. A serious review of what they offer indicates three big advantages to you.
1. They Are Easily Accessible
Have you ever been on hold for what seems like hours, just to get a voicemail box on the other end? There is no doubt that lack of easy access is a nuisance, especially if you have deadlines approaching or meetings to attend. With smaller firms, you have the benefit of knowing your account executive directly and always having multiple avenues to access them, including but not limited to Twitter, LinkedIn and email accounts and their personal cell number. Such easy access is our philosophy here at MMI.
In contrast, with larger firms it may be more difficult to reach the person you are trying to get in contact with directly. You may have to go through a secretary or a junior account member who may know less about your firm then your assigned account executive. That may not be the access you hoped to receive as a client.
2. They Are Dedicated To You
More than likely, you will encounter multiple people who work with your account in any communications firm. With smaller firms, each person knows the ins and outs of your brand and takes the time to understand your goals and objectives. When a new client comes on board, all team members, including all levels of the account team assigned to your account, attend the client meeting to get a complete understanding of the account.
But with larger firms, the main account executive on the account might be the only one attending the new business meeting and simply debrief the account team on the brand when they return. And if something happens to them in this setup, what happens to your account as a result?
Having the personal attention given by multiple people on your account at any given moment gives many clients peace of mind when it comes to trusting their account team. They understand that anyone on their account has a full understanding of their brand and knows how to communicate that effectively. That approach can produce bigger and better service for you in the long term.
3. They Create Personal Relationships
With the never-ending use of technology and constant busy schedules of many executives, face-to-face meetings are becoming less common. If you crave such interaction, as many still do, you might find it a premium when working with a larger firm.
The options to have those meetings with your account executive are greatly increased at smaller firms. Even though your assigned account executive may have multiple accounts, he or she will make sure to meet face-to-face or at least have a biweekly or weekly call to check in and update you on the status of your account. A good account executive will be there for you for all of your major media appearances as well. They recognize that a personal touch for a client should be part of their professional service to you.
What are some advantages you have found with smaller firms? Or do you find larger ones have advantages not mentioned here? I would love to hear your comments below.
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