How to get the most out of your PR firm

How to get the most out of your PR firm | Lynn I. Nelson

I’ve been on both sides of the PR fence during my career in strategic communications. When I was much younger, I was head of a PR department for a Fortune 100 company. For the past 20 years, I’ve owned LIN PR. I could have gotten much better results from the agency my former employer paid $200,000 per year if I’d known then what I know now about managing PR agency people.

  1. Do a plan – jumping into a PR program without a clear vision of what you want to accomplish, and how you’re going to measure it is fool-hardy, and I guarantee you won’t save money.  It doesn’t have to be long – just specific.
  2. Give your PR team what they need to get the job done: current info, regular feedback and good visual materials to share. A PR firm is your megaphone. With the right stuff, we can magnify your message. Without it, we’re just making noise.
  3. Make sure you have the capacity to engage in a PR program before you hire a firm. Your PR team will need regular meetings to stay on track, fast feedback, and your ability to turn on a dime to meet the demands of unpredictable media requests.
  4. Praise us when we do well and goose us if you aren’t seeing activity leading to good results. We definitely pay more attention to clients who are paying attention to us.
  5. Make sure your social media, PR and advertising are working in tandem. We do different things, but we should all be moving in the same direction. And that’s impossible if we don’t have access to each other or each other’s plans – at least on a quarterly basis.
  6. Give us access to upper management when we need it. Reputations must be driven from the top. Communication is much more authentic when it comes straight from “the horse’s mouth”.
  7. Stick to the plan. Good communication requires staying on course, despite distractions. Adding new dimensions and second-guessing mid-stream (unless absolutely necessary, due to new developments) is counter-productive.
  8. Pay your PR peeps promptly. Quick payers – as in any industry – get better service. Often by the time a client receives a bill, the work is done. Delaying payments can lead to a slowdown in future services. And fairly paid PR people are the most productive.

Getting great PR results requires a team effort between the agency and its clients.  If the partnership isn’t strong, the results won’t be either.

Lynn I. Nelson | President
Scott Carlson |
Senior Writer
Kristen Rebollo |
PR Assistant
Scott Carlson | Senior Writer | Joins LIN PR

Scott Carlson, a former business reporter for the Pioneer Press, has been working with LIN PR since the beginning of this year. He is a results-oriented professional writer and editor with extensive experience providing information to general and niche audiences over multiple platforms, including newspapers, magazines, websites and social media.  He is all about “Helping tell your story to the world.”

Scott can take complex information and put it into language that is easily understood by targeted audiences and is engaging to read. That means he’s also a master at research, interviewing and content management.

Scott’s professional dossier includes media/PR consultant to Twin Cities-based Experience Engineering where he has written blogs, articles, case study pitches and social media posts. He also does media work for the South Metro Federal Credit Union.

Prior to his latest gigs, Scott was a local editor for AOL’s where he launched and managed the Roseville news site including overseeing content management and promoting unique viewer traffic through marketing and social media.

For many years, Scott was an award-winning business journalist for the St. Paul Pioneer Press where his beats included workplace, manufacturing, energy and retail. He has also worked for the Sioux Falls Argus Leader and the Minneapolis-based Finance & Commercebusiness daily.

First quarter media results and FUN for you in Cook County |Kristen Rebollo
LIN Public Relations, Inc. is pleased to announce another successful first quarter in 2015 for our clients.  We have been reaching target audiences for more than 20 years, and are pleased to share with you just a few media results that we have secured for our clients.LIN Public Relations, Inc. and Cathryn Kennedy Consulting collaborated on behalf of the American Craft Council at its 2015 show at St. Paul RiverCentre in April.  We were able to secure all major Twin Cities media for placement, including all local TV stations, every daily and every major lifestyle magazine.  Here is an interesting story about one of the local ACC artists who makes hand-made shoes that aired on MPR before the show.

We have built a strong relationship with most of the business journalists in town on behalf of our law firm client Fredrikson & Byron.   These strong relationships have helped us place several feature stories with the Star Tribune.  Most recently: Attorney John Drawz’s career defined by cases like New Brighton water fight, and a front-page story about a pro bono client involving a Vietnam vet, One Last Battle.

LIN Public Relations has worked with Visit Cook County for more than a year. There is always something fun going on in Grand Marais and its nearby communities of Lutsen, Tofte and Schroeder: Take a look at what’s coming up in May and June 2015:

Northern Landscape Festival, Friday May 29-Sunday May 31.
Boundary Waters Expo, Friday June 12- Sunday June 14.
Lutsen 99er, Saturday, June 27- Sunday, June 28.