Natalie Murphy – PR Manager
Want PR you’ll love? It’s time to commit.
If there’s one thing that’s certain today, it’s that these are uncertain times.
And when things are uncertain, it can be difficult to know what to say.
In an environment where opinions are formed fast and reputations lost quickly, it can seem safer for companies to avoid PR activity altogether. Or, when they feel PR is necessary, opt to commission project work, rather than commit on a retainer basis with their agency.
But is good public relations possible without a relationship?
Here’s why we recommend a longer-term agreement for better results.
Like all good relationships, the retainer model requires commitment from both parties. In the case of PR, it’s the client and the agency.
On the agency side, it makes it easier to plan and always have the right resources in place to deliver on the account. And from the client point of view, it provides continuity and the knowledge that a key part of the marketing mix is being managed.
With retainers usually based on a minimum period of one year, there’s also the time and scope for the agency and client to invest time in getting to know one another.
The better your PR agency knows your company, the more readily they can spot opportunities to get your key messages across.
It’s the perfect blend of the maths and the magic – a clear expectation of what will be achieved over a contracted time and close working that will spark ideas to cut through.
Someone to share with
In a world where everyone can share what they think, it’s tempting for companies to avoid the conversation. But if you don’t tell your own story, someone else will tell it for you.
Quality PR puts you on the front foot – getting what you do and, more importantly, why you do it out to your audiences.
It’s also simply a good business decision.
At Pace, we deliver PR that not only generates headlines but also delivers on the bottom line too.
And when you put blood, sweat and tears into running a successful company, why wouldn’t you want to share why all that toil matters?
For better, for worse
A retainer ensures that you have PR on-hand when the going isn’t so good too.
Calculating risks is an everyday part of business life, so it makes sense to have a solid communications partner you can rely on if the unexpected happens.
Retainers might be long-term, but they’re pretty flexible too.
If there’s a disaster and you need more support one month, we can switch-up the hours and compensate during quieter times.
The same applies if you have something to shout about, if your business is heavily seasonal, or you have a product launch.