By Siddhartha Mukherjee
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The PR Agency, the Client and its Neutral Research, Planning & Audit Agency are meeting to celebrate the Client’s Annual PR Plan success story. (Psst…This is actually happening today!)
For those from the old and conservative school, it is a sham and wastage of time. For those with a progressive or futuristic thought process, it is a bullish trend setter and who would want to know more. For me, additionally, things have just got started…and yes, it is a sign of good times to come!
An ideal client is one who encourages use of Research, Planning, Benchmarking and Auditing at every step. An ideal agency is one who uses the right Research, Planning and Benchmarking initiatives to ideate and implement the on-going or annual PR Calendar. An ideal PR Research, Planning and Auditing service provider is one who understands the Client’s communication objectives and proactively provides i) The right sets of credible data and perspectives ii) Validates the PR Plan well before it is implemented.
When does it all converge into a success story? When, after all the hard work and contributions by each of the three stakeholders through the year, the Client’s PR monthly and annual initiatives hit the targeted score on the neutral PR Auditor’s report card!
This is the sign of good times to come. To me, this, albeit small, is a significant trendsetting initiative. Reasons:
1. Indicates realisation and acceptance of the role of Neutral PR Research, Planning & Audit service within the Client-PR Agency relationship. I always believe that a neutral service’s core job is to strengthen the relationship between the Client and its PR Agency.
2. Indicates that the In-house Communication Team is working towards scientific data driven monthly plans and targets.
3. PR Agency accepting the world of data, research and neutral audit work comes as a breath of fresh of air!
4. PR as a tool becomes more valuable and strategic to the internal customers of PR/Corporate Communications machinery – the CXOs!
5. This will not only set the trend of cohesive work culture among the three stakeholders – PR Agency, The Client and its Neutral PR Research & Audit service but also keep personal egos at bay to enjoy common client victories together with humility!