Edward Barks shows some of the benefits for both sides. Every public relations agency wants happy clients - clients that stick by the agency despite the vagaries of the economy. Many leading PR firms forge those strong client bonds and enhance their customer service by establishing partnerships with independent PR pros. After all, experienced independents possess specialized skill and knowledge that delivers vital expertise to the agency's clients. As a case study, let's focus on independent media trainers.
Partnerships result in a win for everyone concerned.
The agency lands a skilled trainer. The independent gains access to a steady stream of clients and revenue. Most important, the client benefits by learning how to communicate in a way that resonates with reporters, thanks to a sharper message and enhanced communications skills. It is true that most large agencies retain media trainers. When times are flush and bookings are high, the additional capacity provided by a veteran independent trainer is a godsend.