June 2008

After finishing a very frustrating conversation with a vendor last week,  and discussions with some of my colleagues, I  became more and more irritated with the service provided to us by many of our vendors.  I then took a step back and tried to reflect on what the issues were and came to the realization that it probably wasn’t all one-sided, there are things I could improve as well. So, here are my five insights to making vendor relationships work.  I’ve already had the opportunity to try it with one vendor and achieved success—hopefully I can make it SOP.   

1.    Treat it as a partnership – yes, you’re hiring the vendor, but that doesn’t make them your slave.  The old adage, treat those as you’d like to be treated definitely holds true here.  You’re in this together and in order to ensure success, you’ve got to act as a team.

2.    Set and manage expectations – I prefer to have everything in writing and I’m often on conference calls all day, so I prefer to try and conduct as many transactions as possible via e-mail.  I had one vendor who seemed to only want to use the phone, so I finally said, I’m available at this time, or we can just handle this via e-mail.  If you prefer to discuss via phone, let them know in advance.  And, be clear on when things are needed.

3.    Invest in making it work – take the time to make the partnership – 30 seconds doesn’t cut it.

4.    Share information – this should go without saying, but it’s important to give the vendor the big picture and all the information they need to get the job done. In the same way as you’d do for a colleague, explain the program, why you’re executing it and provide the details.

5.    Give feedback – throughout the process give regular feedback and discuss it when the program/assignment is wrapped. 

Now, I just need to take my own advice!  

When I started my career in public relations, I swore from the onset I wouldn’t do events – I didn’t sign up to be a glorified party coordinator after all.

That was a foolish oath blatantly revealing my naiveté about life (never say never) and the many layers of PR (it’s not just pitching, stupid).

The inevitable role of any good public relations practitioner is, in part, the art of creating, managing and staffing events you and your client can be proud of. This is no small task. Think of the last time you organized a birthday party for a friend or planned your own celebration. Who will cater? Who do you invite? Will they show up? Unlike your typical affair, who attends, who they talk to, what is discussed and what they do with the information after they leave is everything.

In PR we don’t throw parties to show off our savvy people skills (but they do come in handy!). We strategically assemble the right people in the ideal environment on a key date and time to accomplish specific goals that at the end of the day show a return on the investment. Most often, we want targeted media to attend and we need illustrious spokespersons that will tout key messages and toe the party line, so to speak.

Make a date

Think carefully about the date – does it coincide with a significant regional or national event that can outshine yours? Does it coincide with a holiday or other commemoration that can nicely compliment your efforts? Consider the time of day. If TV stations and print reporters are important to you (as they typically ought to be), consider their on-air schedules and run dates. Are they likely to give up their evenings for a 7pm event? Is it on a Saturday? Are there crews that will come out on the weekend? Remember that stations are severely understaffed on weekends. On the other hand, news is slow on weekends and your event could be just the ticket.

Location, location, location

Consider the size of your event and the length of the guest list. Bigger is most definitely not always better. I’d prefer a space that is overflowing with attendees than an excessively spacious one where people tend to gravitate to the side or corner with a bare center, leaving the impression there were a lot of no-shows. Outdoor locations are great for health or fitness related activities or musical events, but if you’re planning on some place where rain anytime is possible, have a Plan B firmly in place. Indoor or out, know there will be a lot of city government, union and venue restrictions; know them all well in advance so there are no surprises. Describe the event flow to the venue representative so you can negotiate what’s allowable and what isn’t every step of the way.

Oh, and develop a comprehensive, step-by-step event flow of the day’s activities – be meticulous and thoughtful about every detail. This becomes your team and the client’s bible for what to do, when, how and where in timeline form.

Talking heads

Identifying and securing the right spokespersons – from niche experts to high-profile celebrities – is a skill in itself, often underestimated. Give the discussion and analysis with your team and the client the time and energy it deserves. Know your limitations. If you’re not up to speed on celebrity causes or interests that match your client’s, bring in third party experts to help identify options and to secure the talent. This process should begin a good several months before the event. You will likely not secure your first choice, or even your third. Anyone who has dealt with managers, agents and lawyers knows that there’s a lot of blood, sweat and tears before contracts are signed and the working relationship begins.

Parting words

The best advice I can give is to do an audit before you make a significant financial investment. Ask your media friends if they would cover your event on the date and location you’re considering. Ask your own friends if they’d attend if you’re throwing a consumer event that hopes to attract the general public as well. What would they expect to see and receive? Most of all, ask your clients what their vision for success is. You’d be surprised that what they think a great event is might differ from your own.

Take a realistic look at your budget and manage your clients’ expectations. They can’t rent the ballroom at the Peninsula at a shoestring budget, or expect A-list talent to attend or play the role of spokesperson on the cheap or without clear incentive.

Got it all? Good, have a BLAST!

The video below should tell you all you need to know about the state of media right now.  Recently on HBO’s Costas Now there was a fascinating breakdown, heated debate and sometimes not-suitable-for-work discussion over the sea change that is sweeping over the media industry.

I’m a huge fan of Will Leitch and Deadspin, as well as Buzz Bissinger.  What this video really illustrates is a generational gap and a debate over where value lies in journalism.  Does value lie in the speed and sometimes brutal honesty of blogging or is it in the time-honored craft of reporting and filling a beat.  Probably somewhere in between.  Enjoy.

You’ve graduated with a public relations/communications/journalism/abstract liberal arts degree.  You’ve studied abroad, volunteered at the local shelter, interned at high-powered corporations (including that one entertainment PR firm) – all to achieve that so-desired breadth of knowledge and experience required to enter the world of public relations.

But yet – your work doesn’t end here.  Your first job in PR is more than learning how to develop a mean media list, write a decent pitch letter, and monitor client-related news.  Where you decide to hone your skills as an assistant or coordinator will also determine the types of clients and professionals you’ll get to meet and work for, how much hands-on practice you’ll receive, and in which areas you’ll be able to gain significant expertise.

Assuming you’ve narrowed it down to agency life (considering the less likelihood of breaking into an in-house PR job right out of school), you might ask yourself the following questions:  Multinational or boutique?  Established name or young startup?  Full-service or specialized?  As you might expect, there aren’t any right answers.  Depending on what you want, every agency offers a unique experience that you can tailor to fit your personality and career goals. 

For instance, take global Agency A, with a name that could be mistaken for any law firm or vineyard.  The credibility factor of the name is alluring – a surefire resume builder and networking hit.  The clients will also likely be large, well-known brands.  Your responsibilities however may be limited to your job title.  Client interaction could consist of Fedexing a package or arranging travel.  Media relations could be handed off to the designated “media team” whom already has established relationships with the WSJ or GMA.  Some may prefer an organized hierarchy, while others find it confining. 

On the contrary, Agency B, with forward-thinking, kitschy name is a relatively young company brewing with fresh ideas.  With only a few offices across the country, this boutique has a few specialties and is working to establish its name through inventive campaigns incorporating new distribution channels, viral and grassroots activities, and a unique branding that separates itself from its competitors.  You are certainly gaining invaluable experience, but maybe it’s too overwhelming?  There is less of a hierarchy and might feel that you’ve bitten off more than you can chew.  Agency B is not a “well-oiled machine” and you’re learning as you go, realizing that you are not just a number, but rather making a tangible impact on the company.

Now keep in mind – these are two opposite ends of the spectrum, with many agencies falling within and between.  The lesson is that research is essential.  More than just visiting a Web site, the job search should consist of talking to people within the field, attending industry conferences and meetings, and recognizing what environment is most conducive to YOU.

Ready…Set…GO, and good luck!