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PR Agencies’ Guide to Attract and Retain More Clients

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1 U.S. Bureau of Labor Statistics.2 Communication and Public Relations Generally Accepted Practices, Strategic Communication and Public Relations Center in partnership with the

Public Relations Society of America, 2014. 3 Agency Relationship Sustainability, The Bedford Group, 2013.

There are plenty of options for organizations looking to hire a PR firm. If you’re not actively engaging new clients and courting existing ones, you’re at risk for losing them to your competition. This eBook offers real tactics you can use to ensure your agency is in high demand.

Supply and DemandThere are more than 7,000 PR firms in the U.S.1

57% of public companies report having ongoing project-based relationships with multiple PR agencies while only 13% reported having a single agency of record2

The average client-agency tenure is less than three years3

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Is your agency exerting more effort chasing after prospects or making your agency a magnet that attracts them to you? Stop the rat race and let your work speak for itself.

Attract

at•tract(verb): to cause (someone) to choose to do or be involved in something; to draw by appeal to natural or excited interest, emotion or aesthetic sense

pur•sue(verb): to follow and try to catch or capture (someone or something) for usually a long distance or time

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Reputation Matters

A reputation is easy to get and hard to shake, so it is critical yours is a good one. While you can’t give yourself a reputation, you can influence those around you and leverage 3rd parties to help you out. Earned media is your best friend so treat it as such.

Encourage happy clients to work for you with endorsements, testimonials, mentions, etc.

Regularly publicize and reference any publicity, awards, accolades and recognition received

Become an expert and boost credibility by getting your company name in industry publications, editorials, professional communities and blog contributions

Attract

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Lay It All on the Table

Prospective clients want to see what you’re made of so impress them from the start with stunning presentations using hard data generated from analytic tools.

Reporting – present easy-to-understand reports to demonstrate how results can be shared and explained to justify PR efforts

Business Impact Assessment – show you understand prospects’ businesses/industries and can amplify their brands

Share of Voice Analysis – help prospects recognize opportunities where competitors are and have yet to be present and baseline your plan for their account

Attract

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What is your agency doing every day to retain clients? If you can’t answer that question quickly, you have some work to do.

re•tain(verb): to hold secure or intact

lose(verb): to fail to keep or hold (something wanted or valued)

Retain

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Your existing clients are still your bread and butter so treat them like they’re the only ones you have or they’ll go elsewhere. Consistently confirm they’re with the right agency by offering proven methods and the latest technologies. ROI is king so quantify it to illustrate the impact of your PR efforts.

Enable clients to use media monitoring tools and reporting to accurately measure quality of PR outcomes and how they have changed over time

Help clients measure the impact of high-value earned media with quality (not just quantity) and impact scoring algorithms, and track over time

Encourage clients to automate reporting to track competitors’ earned, owned and social mentions and compare with their own

Retain

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What matters most to your clients are results. Deliver more winning pitches when you have a deeper understanding of publications, their authors, their audiences and the brands they mention.

Use semantic analysis and big data analytics to model the PR ecosystem

Maintain a dynamic media list, know what they want and nurture relationships with them

Analyze the frequency target authors/ influencers/ publications are covering your client’s industry, and their propensity for quoting or referencing your client or their competitors

Retain

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The PR landscape is highly competitive. Agencies need the best tools at their disposal to attract new clients and keep them.

TrendKite

To learn more or request a free demo, visit www.trendkite.com or call us at 512-298-0100. See how you can take your PR efforts to the next level.

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