I had to deal with a PR company recently that really upset me. It isn't uncommon for PR companies to work together on a shared interest. Many movie companies have a PR team and then the actors in the movies have different PR people... the finance people, ad companies, music contributors- they all have their own PR people. All these different PR agencies and publicists have to work together for the movie. Scenarios like this play out across different industries on a daily basis. No biggie right? You'd think so, but the answer is 'no'.
My recent and upsetting encounter was for a celebrity chef. I co-manage the chef's business dealings. He is on TV. He gives plenty of interviews for the program he is staring on. The production company for the major network brought in a subsidiary agency to help with the TV part of the PR efforts. Of course, as the main co-manager, ultimately the branding decisions on the final credential and story request lists are screened and approved (or disapproved) by me.
The new agency had two women working for them that obviously were not only new to the PR world, they were trying to make a name of themselves on the back of my client. This client could make their company. Quickly, they started to move in and try to discredit my recommendations to my client and overruled some of my decisions on media interviews. My client, who loves me, knew better and laughed them off. In fact, the agency was let go at his request. What's my point?
Publicists aren't the talent. They have an obligation to put their clients first with the media, not make the media cover their own accolades as a result of the client. They have an obligation to work for the better goal of the client, not try to discredit or interrupt the other agencies or publicists on the contracted team.
You will run up against PR agencies that want to make a name of themselves on the backs of their clients. They will undercut efforts, steal copy, borrow ideas, and chat up media outlets for self-influenced coverage. If you feel you are dealing with one of these types of contracting agencies, address the concern with the main client and whomever is also paying the bills (which is often two different outlets). Set up a mediation and a contracted "expectancy" sheet in order to move forward.
While my recent experience was upsetting, it isn't uncommon for PR people to confuse the celebrity of their clients with their own fame. This said, if you always work to promote your clients - success will follow.
Until tomorrow,
Coco the CEO
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