Managing PR - Keys to running an effective in-house PR firm
1. Managing PR
5 Keys to Running an Effective
In-house Agency
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He has managed communications teams
of all sizes and provided support to client
organizations from small businesses and
nonprofits to Fortune 100 companies.
These tips are from Tim O’Brien, APR.
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Know how a client service team works.
Every team needs a single leader for decision-making. Each
member of the team has a specific role or value. The team may
be structured rigidly or flexibly, but it must be structured to meet the
constantly changing demands of the client. Client teams are judged
on responsiveness, quality, results, and an attitude that contributes to
a positive work experience.
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Create a Service Culture.
Meet with the client at the outset to establish project parameters,
identify a definition for success, and identify any particular challenges
or obstacles to success. Create an initial scope of the project that
includes a budget, timeline, and a built-in process for keeping
both the client and service team engaged and on track. Make
responsiveness Rule #1.
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Anticipate & Manage Work Flow.
The team leader’s primary job is to assign roles and manage work
flow so that it’s delivered on time and on budget. This requires a
well-organized work plan, a timetable, and constant two-way
communication within the team and with the client. Individual team
members must identify potential problems and notify the team leader
so they can be addressed to avoid client service problems.
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Allocate Internal & External Resources.
Build teams around client needs. Assign team members based on
availability and skillsets. Smaller teams hold fewer meetings and are
more efficient. Larger teams can handle big projects in less time. You
can use internal and external resources. Internal resources tend to
have greater institutional knowledge but may not always have the right
skillsets. External resources can be used ad hoc with skillsets
matching client needs.
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13. Find me on Twitter:
@OBrienPR
or at
OBrienCommunications.com
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