What to expect from your PR agency’s account leader

As a communications executive working with a PR agency, you might assume that your account team members, and especially your main point of contact, practice what they preach. After all, you hired them to communicate your value to target markets.

Yet, it doesn’t hurt to take stock of your agency’s communications prowess. It can be the difference between a trusted partnership and a stressful relationship.

Sound client communication is the forerunner to delivering value and results on a consistent basis. It facilitates your productivity by making the most of your precious time.

Your account lead is the quarterback that sets the tone for your entire agency relationship.

Here are some best practices and questions to consider:

General communication

• At the outset of a relationship, explain your preferred methods of communication and set an expectation of frequency
• Expect that even in a long-distance relationship, your agency, and especially your account executive, is committed to periodic face-to-face strategy and planning meetings
• Insist that your account lead make the most of each encounter with you
• Does s/he empower you to take action or make a decision rather than suspend progress until you return a phone call?
• For e-mail communication, is s/he concise yet thorough with a request?

Account progress

• Do you consistently get a sense of progress, alignment with program objectives and results?
• Does your account lead explain how objectives are being addressed?
• Does s/he use consistent language when discussing projects?

Merchandising results

• Insist that your account lead explain how a placement accomplishes specific program objectives
• S/he also should explain how results validate the direction of a program or indicate program adjustments
• Does s/he detail how coverage can be used in sales and marketing activities, e.g. how a piece can be socialized through Click to Tweet and other social tools?
• Does s/he offer to assist in tactical execution?

Holding your agency lead accountable to these and other best practices can help your agency relationship flourish and deliver tangible results for your organization.