When times are flush and bookings are high, the additional capacity provided by a veteran independent trainer is a godsend. Most mid-size agencies do not employ media trainers, yet they, too, benefit from partnerships. The agency rids itself of the nightmare scenario in which inexperienced junior members of the account team fumble in an attempt to conduct media trainings. Such a ploy represents a huge disservice to the client. Placing your client's fate in unproven hands robs it of the professional training so vital to success when dealing with the press.
Clients benefit handsomely from such partnerships.
Let's face it, clients pay good money, and they deserve the best the firm can deliver. An independent with deep experience knows how to guide an agency's key clients through a valuable training session, preparing them to tell their story in a positive and powerful light. Cultivating relationships with agencies is an ongoing process for the independent. Ongoing marketing is a must. Whether you accomplish this by networking, authoring articles for trade publications, driving traffic to your web site, or direct mail, you must market yourself aggressively and consistently.