Orange County Web design, SEO Writing, Internet Marketing::HQZ Experts

Years ago when I was a marketing director for a large technology innovator on the “client side” of the business fence, I was asked to conduct a PR agency review and select an agency to help us enrich our media presence, thereby enhancing our brand awareness to help us gain market share.

Once the due diligence process (researching, verifying references, identifying, interviewing, testing, comparing, and selecting) was completed, we felt pretty good about our decision and signed a retainer deal with our top choice. My colleagues and I were satisfied that our scrutiny had brought us to the right agency.  

The contract included the usual services (several press releases monthly, developing a media list unique to our market, writing case study articles, initiating an industry awards campaign, one press tour within the calendar year, and presentation coaching for our senior management.)

Noteworthy is the fact that the PR agency sales person outdid herself during the negotiation phase.  Obviously trained on the “tell them what they want to hear” school of selling and having done extensive homework and preparation on our company, she convinced everyone that the agency could move mountains for us.  She was polished and did a remarkable job convincing us that they understood our needs, possessed the right talent to service our account well, and had excellent media contacts in our niche markets.  She even committed to remain involved in our ongoing program on some level.

So far, everything seems just about perfect.  But wait.

While the due diligence process was inline and our management felt that the PR firm we chose was qualified and would be effective, as the head of Marketing and the one chartered to handle the day-to-day relationship with them, my team and I were the conduit to provide the ongoing implementation.  I’d prepared a comprehensive needs list and was very anxious to begin the communications rollout. 

So, what went wrong?

The agency brought in a new account manager to do the job (someone new to the agency and someone we had not previously met).  With fanfare and near breathless introductions, we were told that she was an expert in our field and that her PR work had won awards.  While disappointed in this turn of events (we preferred to work with the team with which we had already established a rapport and whose capabilities had been presented to us) our timeline loomed, and the company was pressed to quickly advance the PR communications agenda. 
Almost as soon as we began, a performance disconnect was apparent.  Our agency account manager was clearly out of her league.  Even with hand-holding and extensive support from us, she didn’t come close to servicing our needs (defined and agreed to in our contract).  Without delay, I met with the agency owner, explained the circumstances and defined both our surprise and displeasure.  

Many assurances followed, more meetings, review of outlined services, information dumps, etc. did not repair the growing service void.  Missed phone calls and showing up late to meetings told us everything that we needed to know.  

We fired the agency and selected one of the alternative choices, which wound up performing fully to our needs.

What’s the moral to the story?  

The Following Points:  

Sometimes even when we prepare well, the results don’t always turn out as expected.  Also, the old “bait and switch” tactic is used in all businesses, not just by your mechanic or brake guy.
 
Service providers can’t afford to ignore their client’s concerns or objections.  In this case, the smart move might have been to assign the sales person as an interim account manager and allow the agency to re-gain control of the account and save face, and the relationship.

Lastly, confidence and trust evolve in business relationships just as in personal relationships.  They usually take time and must be satisfactory to all parties involved.  At the start of a relationship if there is doubt or concern, move quickly: highlight your concerns, communicate them clearly along with your "get well" expectations and timeline for a "fix".  If results aren't swift and complete, cancel the relationship and move on.

Forest’s mama had it right “. . . it’s like a box of chocolates – you never know what you’re gonna get.”

Pat Dwight
© 2011