When a CEO hires a PR/ Marketing agency, there is a clear underlying expectation which is always the same: “We’re investing in you, so show us results!”. This is valid, but there is a part of the engagement that often goes unsaid: what you provide your PR agency is a big factor in what can be achieved.

Agencies can only work with the information and insights they have access to. At Moonlight IQ, we’ve worked alongside companies of all sizes, early-stage innovators to global firms and all in between. We’ve seen time and time again that the partnerships that deliver the fastest and most meaningful results have one thing in common – firms treat us like a partner, and part of the team, not a third-party service.

 

When agencies are given access, content and clarity, only then can they build up your branding, produce meaningful and interesting press opportunities and elevate the CEO’s voice in the market. In clear wording: what to expect from your agency and what your agency gets from you, go hand in hand. You can’t expect a baker to make delicious pastries without any flour. And you can’t expect your agency to get you into esteemed publications if you don’t provide any newsworthy insights.

What to expect from a partner agency

An involved agency strategizes, while a passive agency is just about execution. Here is what to expect from an agency like ours:

Strategy first, tactics second

We won’t start pumping out press releases just to check a box. We begin with positioning and messaging. Who are we speaking to? Why should anyone care? What’s the story?

 

The ability to translate complexity into clarity

Most of our clients solve complicated, technical problems. If your prospects struggle to explain what you do to someone else, we help fix that.

 

 

What your agency needs from you

We understand that with so many things on your mind, everything becomes a priority. If you are already making the jump to invest in a professional PR and Marketing team, it is important to set them up with the right tools and continue to support them in order to get your maximum return on investment.

 

Access

Let your PR and Marketing team speak directly with key people (founders, product leads, sales heads). Their conversations don’t need to be formal, and they can be occasional, once a quarter or when a new update is in the pipeline. These meetings are important to gather timely and relevant insights, directly from the right people.

 

Context

If you’re planning a big announcement, tell your team early, even if details are still forming. PR that’s informed before something happens is strategic, while PR that finds out afterwards is reactive. Reactive PR usually goes under the radar for the media, as the moment has already passed.

Clarity of priority

PR can create visibility, but without business context, it is difficult to prioritise or plan. Knowing information such as “this next phase is to target buy-side firms’ CTOs in Asia” instead of “we are expanding our client base with this update” helps agencies understand your business goals and do the appropriate research, preparation and messaging in order to reach the correct audience. 

 

Timeliness

When your agency comes to you with an interview request or an article request, you cannot sit on it for 2 weeks and expect the journalist to still be interested. That’s old news! In an industry that is always evolving, being quick to give a quote or approve an article is the difference between a journalist featuring you in their publication and being frustrated by the delayed response.

CEO’s Role

As a busy CEO, you don’t need to approve every sentence. In fact, that may even hinder the process. 

You do need to:

• Set direction
• Empower internal collaboration
• Show up when your voice matters

 

If you’re available for interviews, commentary, and big pieces of thought leadership, your agency can make a big difference in your company’s exposure.

 

What successful CEOs don’t do:

• Treat the agency like a task rabbit
• Expect PR to fix unclear messaging
• Hold information back and expect creativity to happen in a vacuum
• Vanish after kick-off and reappear asking, “Why aren’t we in Bloomberg yet?”

 

What success looks like

With the right partnership, results can be amplified.

You’ll know it’s working when:

• Journalists start coming to you for commentary
• Prospects already know who you are before a sales call
• Investors reference your thought leadership or interviews

 

Ready to start seeing the benefits of working with an experienced agency? Contact our experts today.