In the Web 2.0 World of Communications, Big Guns Often Fire Blanks

Size Doesn't Matter ... Skills Do

During many interviews with corporations, organizations, and PR agencies—in addition to the media—in preparation to write my new book, "The Media Savvy Leader," I found that not many corporate leaders are exchanging high fives over the performance of even the largest global public relations agencies.

While agencies today, whether advertising or PR, charge hefty fees, many have not kept up-to-date on the skills needed to effectively communicate in the Internet era.

They might be huge, employ a lot of people, have multiple offices (which is usually accomplished through the purchase of existing agencies), and make tons of money, but they still operate in silos, and the level of expertise among offices is inconsistent. It's a sadly dismal yet accurate picture.

On the other hand, such an environment presents tremendous opportunities for the C-level executive who wants to learn how to capture the media spotlight and establish a reputation as a compelling and charismatic leader.

A Non-Traditional Checklist

Here's a non-traditional checklist of tips that I compiled working with a well-known head of corporate communications at a leading global corporation—to help you find a public relations agency that can deliver top-quality results for your organization. Incidentally, having been president of a major PR agency, he recommends that organizations beef up talent internally to stay ahead of the game:

Size Does Not Matter

The size of a PR or Marketing agency today is meaningless and not relevant to the quality of work. In fact, there is some belief that today's super-sized global agencies have been grown that large only in order to charge super-sized fees. That may work for large clients with significant budgets that get an ego-thrill by dropping the name of their agency, but it does not always equate to meaningful results. What's far more important is solid expertise to specifically deliver solutions that will help you become more successful.

Reputation

Ask your colleagues, customers and even competitors what PR agency they believe delivers the best results. Be sure the agency really understands the business you are in. So many client-agency relationships fail because the agency does not fully understand a client's business, or the client has not honestly expressed personal expectations that are more important than stated objectives.

Big Guns Often Fire Blanks.

Determine who has the experience, who will do your work, and who will be accountable. PR agencies, especially the big ones, have a business model of presenting the "big guns" during new business presentations and then hand the work off to junior staff once they win your business. On the other hand, a senior-level communications sole practitioner with deep credentials, vast contacts, savvy approaches, and a network of similar professionals with complementary skills might be far more beneficial to create the results you need than a so-called full-service global agency.

Chemistry

Chemistry with the communications team is important; it will lead to results. I suppose it is not unlike dating. While I researched the factors in finding the right agency match, Barbara Robinson at Dun and Bradstreet said it best: "Chemistry between the agency and the internal team ... will the agency be fun to work with? PR is hard work so why not make the hard work fun?"

Gut Sense

Rely on your intuition to judge what people say and how they conduct themselves.

Top-Quality Communications Strategists

Partner with people who know competitive trends, take pride in accomplishing terrific results for their clients, and are authentic professionals in their fields. Invest in the talent of such professionals, and you will enjoy outstanding results. After all, you are entrusting them to successfully enhance the image, reputation, and brand of your organization.

Strategic Communications Consultants are not Simply Vendors

The people who supply your office with computers, IT services, and coffee machines are vendors. Invest in smart communications pros with clever ideas to competitively position your organization and to become even more successful.

Consider a Bold New Direction

Take charge, and beef up your own communications team with world-class expertise. Go out and hire some dynamic and creative strategic communications pros, former journalists, and tech wizards who can enhance your organization's reputation, image, and bottom line. I guarantee you will benefit from better and more meaningful results.

About the Author:

David Henderson, an Emmy Award-winning former CBS journalist and author, has joined Cincom Expert Access as a contributing expert. David is based in Washington, D.C. with global credentials. He regularly lectures at communications and media relations workshops in the U.S. and Europe and is an adjunct professor at the University of Virginia.

David is a recognized authority on media trends and today's dynamic convergence of mainstream media with New Media and the digital revolution driven by Web 2.0. His new book, "The Media Savvy Leader," is scheduled for release in January 2009. The Media Savvy Leader profiles some of today's most recognized executives who know the competitive importance of personally taking charge of communicating the vision, brand and reputation of their organizations ... and their own value, as leaders. The book is built upon years of research, interviews and experiences with friends and colleagues such as Bob Scheiffer, Walter Cronkite, Dan Rather, Mark Cuban, Stuart Elliot (New York Times), Michael Deaver and about 150 other people you'll probably recognize. The book profiles some of today's most recognized executives who know the competitive importance of personally taking charge of communicating the vision, brand and reputation of their organizations.

Contact Information:

Email: David Henderson

www.davidhenderson.com