Time-Honored Agency/Client Partnership Techniques to Get the Most from Your PR Agency

Provide for Us
We don’t know your business (yet). You know your business. Provide us with your company’s vital statistics: key personnel, projects, philosophy, priorities, goals, competition, history and sales strategy. Tell us what makes you unique and special.

Don’t Stint
Tell us everything. Regularly update us on company news and information. Tell us about even mildly interesting events or activities. While you may not see its newsworthiness, we might find, know of, or develop an opportunity to use it on your behalf.

Partner with Us
Make yourself available for media interviews, meetings and informational and networking events. We’ll coordinate, consult, coach. We’ll plot, plan and pitch, but in the end, we’d like you to bask in the limelight yourself. Do, and you’ll get better results for the effort.

Alert Us
Inform us if the media contacts you. The call may result from our efforts, but they might call you direct, as well. In either case, your agency will help provide the right information, visuals, and/or insights to help you prepare your position or statements.

Appoint a Liaison
We know you’re busy, but, we can’t work in a vacuum. Assign a key employee to be our day-to-day contact. That way, we can spend more time on strategy and execution and less on chasing information. Expect to invest approximately 10 percent of company time in PR, because your responsiveness to us is vital. We use hard facts along with strategic ideas and angles to “sell” you, but you must always be in on the action.

Agree to Media Training
What you say and how you say it to the media and/or public takes skill and experience.

Give Us Time
Unless you’re dealing with breaking news, PR agencies generally need a few weeks (or months, for promotions or events) to develop effective PR strategies, media interest and results.

Too Many Cooks ……
Develop an efficient “approval” process, and give our liaison the power to approve simple issues. And please, no more than two or three of you on more complex issues.

Make Us Accountable
PR is not an exact science. In the event plans don’t produce the expected results, insist on knowing why. Agencies are often at the mercy of dwindling newsrooms, sloppy reporters, breaking news, a social media storm. Plans occasionally go awry. Understanding why a plan doesn’t work helps in redesigning it for success or taking an altogether different approach.

Respect Our Industry
Please don’t ask your agency to stretch or evade the truth. Don’t ask us to stonewall. Don’t scream when a story didn’t turn out exactly as it should have if YOU wrote it, that’s the value and the challenge behind PR. For the most part, we are depending on third-party testimonials to build your brand or tell your story. If you want direct promotion, buy an ad. Also, we won’t post a negative Yelp review about your competitor down the street; we won’t cross that line, don’t ask it of us.

(With props to Laura Walcher for her original article)

While we all know the common rules that apply to job interviews (hopefully), like wear a suit, be prepared with copies of your resume and perhaps, most importantly, BE ON TIME – there are a few things practicing PR professionals or those pursuing careers in PR should know NEVER to say.

As public relations professionals it is our job to be creative and to stand out amidst a sea of similar  faces, places and products to present what makes our clients special and worthy of media coverage. So why wouldn’t we look at potential employees in the same manner?

So here’s what we DON’T want to hear during an interview when asked the following:

• Why do you want to work in public relations? “I like to talk to people.”

Yes, while this is an important aspect of public relations (after all, what good would an anti-social PR person be?), it should not be the sole reason you want to get into public relations – there has to be something more … substantial.

• What is PR to you? “Relating to the public” or “Creating positive relations between a business and its clients.”

We work in PR; we don’t need a textbook definition of what we do every day, thank you very much. However, we would like for you to demonstrate that you actually know how to do the job, or rather, explain what tools we use in order to “create positive relations between a business and its clients.”

• What aspect of PR do you like most? “I like planning and going to parties.”

Then become a party planner. Despite what pop-culture depicts, public relations    is not all about parties and events – it’s an office job.

• What kind of clients do you like to work with? “Well, I don’t like…”

We didn’t ask what you don’t like, but while we’re on the topic – don’t highlight what you hate! Especially if what you hate happens to be an industry many of our clients belong to.

• What attracts you to a career in public relations? (I know – this is very similar to item #1 on our list, but we’ve actually gotten this answer more than once) “I want to be like Samantha from Sex and the City.”

I don’t really think this needs any explanation.

Top Take-Aways from PRSA Counselor’s Academy Conference, May, 2011, Las Vegas

While conferences are designed to teach us new things, they also remind us of what we’re not, but should, be doing. Here are my best take-aways:

1. Do one less old thing you already know a client doesn’t care about – and one new thing you know they do

2. Watch your staff time! For instance, if an SAE is doing AAE tasks, he/she’s working at the wrong level for efficiency – and income! Also, not all staff needs to be at all meetings, nor does every meeting require composing time-intensive reports.

3. “Find out what they want, how they want it – and give it to ‘em just that way!” (that’s a line from a famous musical which I found out some PRSA Counselor Academy members love but some hate – musicals, that is). This is applicable to client communication too. What’s their favorite style of communicating? E-mail, phone, meetings? Do they need prose in reports, or will bullets suffice? Are they formal or casual? What should you know about a hobby, a family, their non-profit involvements? Clients are people, too!

4. Become specialists in specific industries, professions. Doesn’t mean you can’t serve others.

5. Grow your current clients vs. hunting for new ones. Organic is in.

6. Immerse yourselves in your clients’ industries and issues. It’ll help broaden and deepen your services, and be educational as well.

7. Mandate and budget time for creative ideas – you know, the ones your clients didn’t necessarily ask for …

8. Potential clients: can you proudly include them on your roster? Do they fit your specialties? Value PR? Have any money? Develop a process for evaluating new business.

Props go to Roger M. Friedensen, @rogerfriedensen; Ken Jacobs, @kensviews; Bret Werner, @bret_werner; Kelly Womer, @linhartpr; Michael Lasky

We’re looking for our next incredible intern. If you think you’ve got what it takes, send us your resume, cover letter and writing samples.

Job description and requirements below:

J. Walcher Communications is seeking a creative and enthusiastic individual to work part-time as public relations intern (minimum 16 hours per week).

J. Walcher Communications is a boutique agency specializing in local, regional and national public relations, and strategic communication campaigns. Working in a wide range of industries including real estate, consumer products, professional services, health and fitness, nonprofit and association, sports/entertainment, hospitality, and more, we help our clients build their businesses with smart and effective campaigns that set them apart from the competition.

Scope of Work

The J. Walcher Communications intern will be involved in all aspects of the agency including media relations and research, writing, event coordination, and client and product research for a variety of businesses. He/She will gain a practical understanding of the public relations industry as well as how to develop the tools necessary to compete and excel in this exciting and growing field.

Specific responsibilities include research, database management, maintaining media lists and client clip files, writing, proofreading, preparing presentation materials, as well as administrative support which includes phones, faxing/scanning, word processing, filing, copying and mail distribution.
Requirements

* A college junior or senior majoring in journalism, public relations or communications or related discipline

* Strong oral and written communication skills

* Minimum 3.0 GPA

* Microsoft Word, Excel, Outlook, internet and database experience necessary. Adobe Photoshop and media database knowledge a plus.

* Social media knowledge required

*Internship begins A.S.A.P.

*For College Credit Only

*Flexible Hours

Interested candidates should send cover letter, résumé and writing samples to:

Email: jacqueline@jwalcher.com

Visit us at www.jwalcher.com

As the public relations agency for the Lung Cancer Alliance’s San Diego Breath of Hope Lung Cancer 5K Walk, we thought it would be a good idea for us talk the talk and walk the walk for what we were promoting.  Please join us on Sunday, May 1 to support the Lung Cancer Alliance Walk — grown-ups and kids welcome. Your walk contribution of $30 (kids $15) is greatly appreciated and includes a free ticket to the June 4 Padre game. We are equally thankful for general contributions to this great cause.

Facts:

• Lung cancer is commonly misperceived as a “smokers’ disease,” but more than 75 percent of all diagnosed cases occur in people who have never smoked or people who have quit smoking.

• Every year, lung cancer also kills nearly twice as many women as breast cancer and three times as many men as prostate cancer. However, lung cancer receives the lowest amount of research dollars compared to any other major cancer.

To register for our team or donate, please visit:

http://budurl.com/jwcbreathofhope

Full press release:

Third Annual San Diego Breath of Hope Lung Cancer Walk Set for May 1

Walk Benefits Lung Cancer Alliance (LCA) for Leading Cause of Cancer Death in Nation

SAN DIEGO – For La Jolla resident Mike Stevens, it began with a cough. At 43 years of age, he was a healthy non-smoker with a wife and two kids – he never thought he’d have lung cancer. Over a dozen rounds of chemo therapy and six years later, Stevens is one of the three to five percent of people that survive stage 4 lung cancer.

In 2009, Stevens and three other San Diegan lung cancer survivors started the San Diego Breath of Hope Cancer Walk. This year, the event will be held on Sunday, May 1 in association with Lung Cancer Alliance (LCA), the only national nonprofit organization that provides support and advocacy for the lung cancer community. All proceeds will benefit LCA.

“Most people do not know that lung cancer is the leading cause of cancer death in the nation and in California, taking more lives than breast, colon, prostrate and pancreatic cancers combined,” said Stevens, who is also the co-chair of Lung Cancer Alliance-California. “Our goal is to raise awareness about lung cancer throughout San Diego County and increase early diagnosis and research funding for this deadliest of cancers.”Pre-registration online is $30; on-site registration is $35. Children 12 years old and under are $15. All participants will receive a t-shirt and ticket to the June 4 Padres game. For more information about the San Diego Breath of Hope Lung Cancer Walk or to register, please visit http://www.sandiegobreathofhope.org. For more information about Lung Cancer Alliance, please visit http:// www.lungcanceralliance.org.

The LCA’s San Diego Breath of Hope Lung Cancer Walk, emceed by NBC 7/39’s Whitney Southwick, is a 5K walk that brings together lung cancer survivors, patients, families and friends, among many others. It will be held at Cancer Survivors Park on Harbor Island (4100 North Harbor Drive, San Diego). Registration and expo begin at 7:30 a.m., and the walk starts at 9 a.m.

The walk aims to raise the public’s awareness regarding lung cancer and more specifically address the common myths surrounding the disease. Lung cancer is commonly misperceived as a “smokers’ disease,” but more than 75 percent of all diagnosed cases occur in people who have never smoked or people who have quit smoking. Every year, lung cancer also kills nearly twice as many women as breast cancer and three times as many men as prostate cancer. However, lung cancer receives the lowest amount of research dollars compared to any other major cancer.

The LCA’s San Diego Breath of Hope Lung Cancer Walk is possible because of the generous support of numerous sponsors.  To date, Torchbearer Sponsorship is being provided by NBC 7/39 and Innovator Sponsors include UC San Diego Moores Cancer Center and Genentech/(osi) pharmaceuticals. In-kind sponsors include EDCO, Bare Escentuals, La Jolla Printing & Imaging, Palomar Mountain Premium Spring Water and Whole Foods. For sponsorship opportunities, please contact Emily Eyres at 202-742-1424.

About Lung Cancer Alliance

Lung Cancer Alliance (LCA) is the only national nonprofit organization dedicated solely to providing support and advocacy for people living with or at risk for the disease. LCA’s mission is to lead the movement to reverse decades of stigma and neglect by empowering patients, elevating awareness and changing health policy. Fifty percent of LCA’s work is patient support, with the remaining 50 percent focusing on advocacy and awareness.

Participation and support of LCA’s San Diego Breath of Hope Lung Cancer Walk allows LCA to continue directly helping patients, survivors and their families each and every day, while raising awareness and advocating for change that is now leveraging multiple millions in public health dollars for lung cancer research and early detection.

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Perhaps my biggest task as a Public Relations Society of America (PRSA) San Diego/Imperial Counties board member this year is revamping the organization website. Now, I said revamping, not completely redoing. This is a refresh. What can we do better? What’s the feedback from members? Outsiders? What would make you want to visit it more often?

PRSA SD/IC Chapter Manager Rene Carmichael and I sat down with Elevator Marketing Store’s Frank Cowell in a crowded Starbucks recently (with two toddlers who refused to give us the big comfy chairs until their mothers pulled them away) to review the ideas we had for the website.

Our ideas were solid, including adding more visual elements to the homepage, creating a “Signature Events” tab and deleting unused/rarely used pages. However, Cowell helped remind us of a few things that can often be forgotten:

1) Location, Location, Location: Yes, everyone uses this title, but that’s because it holds true in a lot of scenarios. In this case, I’m talking about where you put the most important information on your website. Can I find a link to purchase your product no matter what page I’m on? How ‘bout a button to take me back to where I started from?

Oftentimes, we focus so much attention on the homepage, we forget that a lot of the time people do not enter websites through the homepage – instead they clicked on a link on Twitter to a blog post you loved (ahem) or someone found your president’s bio through a Google search.

Anything that you want everyone to see who comes to any page on your site should be available on every page. Generally, this means that the important link/tab is part of the header, footer or on a static sidebar that reappears no matter what page I click on.

2) Call-to-action: Another favorite PR buzzword, calls-to-action are exceptionally important. It’s nice that you know how to make knitted jewelry, but what do you want me to do about it? Buy it? Attend a class? Tell my friends to “like” your Facebook page?

It should be immediately evident on every page of your site what you want me to do with this information and what the purpose of your organization is. Note that this call-to-action can and probably should change. Even if you always want people to make reservations for dinner, the call-to-action can include details about an amazing new appetizer or a special for those who book before 6 p.m.

3) The Regular Refresh: Social media seems to be all-important nowadays, at least to many. This includes adding links/icons to your social media pages on your website – to not do so is to waste existing marketing real estate, in my opinion. Many people have also placed Twitter and Facebook feeds to their website. This can be a great way to continuously provide fresh content to the website; HOWEVER, this should not be the only thing that regularly changes on the site.

For example, for this larger PRSA SD/IC website refresh, we are making some major structural changes, especially to the homepage, and adding numerous new pages and tabs, but a regular refresh is something we do on a weekly, if not even more frequent, basis. This includes news items, upcoming events, new job listings, etc.

Whether you use a content management system (which I highly recommend and may be a topic for a future post) or have a company/internal person that inserts the HTML codes for you, please don’t have the exact same things on your site for the entire year. Even a new paragraph or photo can revitalize a website and give someone reason to visit again.

In PR, we know that it usually takes multiple brand exposures for a person to even consider action, and a website is not any different. Why would I go back to your site if it’s exactly the same as the last time I visited?

P.S. Check out what we’ve got now: www.prsasdic.org, and I’ll post a link to the refresh when it’s launched.

Six Reasons We’ll Miss Our Intern Brianna Shannon

Brianna Shannon (also known as Bree, B and BMoney Millionaire) has been our PR intern since September, and we’re sad to see her leave J. Walcher. However, we know that she’s ready to enter the “real world” (and we’re not talking the one on MTV – is that still on?) post-graduation and will be an outstanding addition to San Diego’s public relations industry.

Below are the six things we’ll miss most about Bree:

It’s all in the timing. Even when Bree was frustrated about MyMediaInfo (our online media contact database) malfunctioning, she persevered and was able to joke about it. One time she used the company credit card to order a client clip. When she returned the card to Jean she said, “Thanks. Just bought the company a new sports car.” Deadpan.

No task too big or too small. I have never once seen Bree flinch when given a mundane task, such as requesting editorial calendars or researching company addresses, which other interns might find boring or rote. Large projects also don’t scare her, and she is eager for the challenge of writing a press release from scratch or developing a pitch for a national publication about the awesomeness of our South Park neighborhood.

The idea generator. On her second day on the job, we asked her to participate in a brainstorming session regarding a client’s upcoming anniversary. Bree was able to quickly come up with creative ideas. She has found unique community service opportunities for our client, Balanced Bodyworks, and has developed snappy opening lines for the ARDA (American Resort Development Association) award entries that we just sent in for our client, Tapestry Resorts.

Who needs tracked changes? It’s an area that Bree says she still wants to work on, but she is already an excellent writer. The true test is how much red is on the page when Jean gives it back to her, and the returned copy hasn’t resembled a candy cane at all. And as for Bree’s goal to continue to improve her writing; well, that’s the attitude of any good writer.

That To Do list. Bree diligently goes through her inbox and works to complete every project she is assigned. She comes in early and stays late, without persuasion or request. (I often have to tell her that I’m leaving for the day to get her to wrap up.)

Anything Goes At J. Walcher Communications, we don’t just sit at our desks all day – we get involved with our clients, learning the ins and outs of their businesses. For Bree this meant being a model for Bazaar del Mundo’s animal print fashions and answering pub trivia questions at Proper Gastropub (Go Team Mustachios!), among other random tasks.

Brianna, getting her wild side on at Bazaar del Mundo

Santa Claus is coming to town. This story just shows a bunch of Bree’s best characteristics: The morning of our company holiday lunch, Bree and I were talking, and I told her about how I have to remember not to say “Merry Christmas” to Jean, Laura and Jacquie, since they are Jewish. She looks at me with wide eyes and says, “Do you know if they happen to have a Christmas tree, as well?” Bree had bought everyone Christmas ornaments for our holiday gift exchange. She was able to laugh it off, but left the office early and rushed to get everyone a new gift (including me – the only other gentile – because she didn’t want me to feel left out). She arrived a little late to lunch, out of breath and completely apologetic. We all had a good laugh, and everyone was appreciative of her gift-giving thoughtfulness – both times.

So, Miss Bree, your absence will be noticed, but your contributions will continue to positively impact the agency and its clients. We’d hire you if we could, and maybe, one day we still will.

Best to you – we know you’ll do well.

– The J. Walcher team

We’re looking for our next incredible intern. If you think you’ve got what it takes, send us your resume and cover letter.

Job description and requirements below:

J. Walcher Communications is seeking a creative and enthusiastic individual to work part-time as public relations intern (minimum 6 hours per week).

J. Walcher Communications is a boutique agency specializing in local, regional and national public relations, and strategic communication campaigns.  Working in a wide range of industries including real estate, consumer products, professional services, health and fitness, nonprofit and association, sports/entertainment, hospitality, and more, we help our clients build their businesses with smart and effective campaigns that set them apart from the competition.

Scope of Work

The J. Walcher Communications intern will be involved in all aspects of the agency including media relations and research, writing, event coordination, and client and product research for a variety of businesses.  He/She will gain a practical understanding of the public relations industry as well as how to develop the tools necessary to compete and excel in this exciting and growing field.

Specific responsibilities include research, database management, maintaining media lists and client clip files, writing, proofreading, preparing presentation materials, as well as administrative support which includes phones, faxing/scanning, word processing, filing, copying and mail distribution.

Requirements

• A college junior or senior majoring in journalism, public relations or communications or related discipline

• Strong oral and written communication skills

• Minimum 3.0 GPA

• Microsoft Word, Excel, Outlook, internet and database experience necessary.  Adobe Photoshop and media database knowledge a plus.

• Social media knowledge required

*Internship begins A.S.A.P.

*For College Credit Only

*Flexible Hours

Interested candidates should send a cover letter and résumé to:

Email: jacqueline@jwalcher.com

Visit us at www.jwalcher.com

What we’re looking for…

You:

o Have at least three years of PR agency experience as an account executive
o Are a strong, strategic and creative writer who can tackle a variety of subjects
o Are a smart and effective traditional and social media expert, well read and passionate about the news
o Have experience in industries including consumer products, real estate development, professional services, sports, associations and hospitality, among others
o Have excellent communication skills, both written and verbal, for effectively communicating with clients
o Have a track record in creating PR strategies that meet clients’ business goals
o Have a strong track record in effective and successful media relations and placements with local, regional and national outlets
o Can design and implement special events and develop promotions that wow the clients

We:

o Have great clients and work atmosphere
o Work hard, both independently and as team members
o Get effective results for our clients
o Offer competitive salary, pension and health coverage

Please send resume, cover letter and desired salary to jean@jwalcher.com.

I get over 1,000 e-mails a day – and this is nothing compared to journalists and reporters, whose attention PR professionals (like me) are clamoring to captivate. But as e-mail interaction has replaced the phone as the primary source of communication, it’s become increasingly difficult to get noticed.

Like a plain-Jane trying to get past the velvet rope at the hottest new LA club – overly mundane subject lines often get lost in the shuffle while outrageous ones might make you an outcast, thrusting your carefully quipped, well-written pitch into the realms of SPAM. So always remember that simply hitting “send” on an e-mail is no guarantee that it will actually be read.

So what does it take to be seen and more importantly, get read? Well, as we see it, a subject line needs to be somewhat irreverent, highly intriguing and/or slightly confusing (but in a good way – not in the “that makes no sense” way). In other words, it’s got to catch their attention, get them to open the e-mail and then read it top to bottom.

For Example: “Laps with Led Zeppelin”

Got your attention, didn’t I?

Bet you want to know what that’s all about, huh …

Well, so did the media. That headline generated interest amongst top national consumer publications like Time magazine, U.S. News and World Report, Men’s Journal, The Wall Street Journal and The New York Times.

Had we led with something safe like, “Aqua Lung Invents Snorkel with a Radio,” or something more aggrandizing like “Aqua Lung’s New Technology Revolutionizes Swimming,” our pitch may have been passed over as PR hype – or in other words, “just another new product being hocked by overzealous PR peeps promising something out-of-this-world.”

By the way, since you’re dying to know, the aforementioned subject line was used to promote our client Aqua Lung’s launch of the then revolutionary Aqua FM snorkel – the first snorkel with a built in FM receiver so swimmers and snorkelers could tune-in underwater using state-of-the-art Bone Conductivity Technology. (Of course now you can take your Ipod underwater but this was ground-breaking news at one point – we promise.)

Some basic rules to follow:

• DON’T use hyperbole
• DON’T be too technical
• DON’T be boring
• DON’T lead with outrageous claims of excellence or revolutionary concepts (no one will believe you)

• DO be clever and eye-catching
• DO use creative devices such as alliteration (when appropriate and in moderation of course)
• DO keep it short
• DO play on words