Instead of staffing up and then laying off as new clients and contracts come and go, PR agencies are forming partnerships with independent practitioners, giving them access to "just in time" expertise. Edward Barks shows some of the benefits for both sides.

Howdy Partner!
The Benefits of Partnerships Between Agencies and Independents

by Edward J. Barks

Every public relations agency wants happy clients - clients that stick by the agency despite the vagaries of the economy.

Many leading PR firms forge those strong client bonds and enhance their customer service by establishing partnerships with independent PR pros. After all, experienced independents possess specialized skill and knowledge that delivers vital expertise to the agency's clients.

As a case study, let's focus on independent media trainers. Partnerships result in a win for everyone concerned. The agency lands a skilled trainer. The independent gains access to a steady stream of clients and revenue. Most important, the client benefits by learning how to communicate in a way that resonates with reporters, thanks to a sharper message and enhanced communications skills.

It is true that most large agencies retain media trainers. When times are flush and bookings are high, the additional capacity provided by a veteran independent trainer is a godsend. Alternatively, during an economic slowdown, partnerships negate the need for agencies to enter into risky long-term staff commitments while allowing them access to essential "just in time" expertise.

Most mid-size agencies do not employ media trainers, yet they, too, benefit from partnerships. How? The agency rids itself of the nightmare scenario in which inexperienced junior members of the account team fumble in an attempt to conduct media trainings. Such a ploy represents a huge disservice to the client. Placing your client's fate in unproven hands robs it of the professional training so vital to success when dealing with the press.

Clients benefit handsomely from such partnerships. Let's face it, clients pay good money, and they deserve the best the firm can deliver. An independent with deep experience knows how to guide an agency's key clients through a valuable training session, preparing them to tell their story in a positive and powerful light.

Cultivating relationships with agencies is an ongoing process for the independent. Ongoing marketing is a must. Whether you accomplish this by networking, authoring articles for trade publications, driving traffic to your web site, or direct mail, you must market yourself aggressively and consistently. Once you have established the partnership, outstanding customer service is the key to ensuring a long-term, mutually beneficial relationship.

Partnerships between agencies and experienced independents are a good deal no matter the economic climate. Such partnerships make for happy clients, highly regarded agencies, and profitable independents.

Edward J. Barks, President of Barks Communications, is an expert in media, presentation skills, and testimony training. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at http://www.barkscomm.com/.

Ed invites you to subscribe to his free e-zine, Personal Trainer, at http://www.barkscomm.com/. He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2003