A quick follow up thought to my post last week about a PR firm’s debacle…
- Barbers don’t cut their own hair.
- The cobbler’s children have no shoes.
- A lawyer who represents himself has a fool for a client.
- And marketers do a poor job of marketing themselves. In fact, they stink at it.
Your ad, PR, or marketing firm should develop a reciprocal agreement with another similar sized shop that is not a local competitor.
The immediate gain could be a mutual sounding board and critic of current client outreach programs. Each PR firm, ad agency, or marketing shop could even create self-promotional content for the other one. This content would be fresh and exciting even for employees since they wouldn’t have gotten tired of it when they created it. It’s like having someone else make a sandwich for you. It’s better.
But the real reason you should create this reciprocal agreement today is for your impending disaster.
A smart marketer would never suggest that a client handle their own crisis communication. But marketers are more than willing to dig deeper holes for themselves.
Set up an agreement and plan that lets the other agency take over your corporate communications when you hit the panic button. Maybe even hold a social media fire drill.
Your crisis partner will have an objective view because when the crisis hits you won’t be able to see the forest for the trees.