Specialists Produce Stronger Results
Would you hire a surgeon to cut your hair? Probably not, even though they're well acquainted with sharp instruments. If you're considering hiring an agency, how the firm is structured may play an important role in the level of results achieved for the budget invested. Here's why we're able to deliver stronger results:
Jack-of-all-trades and master of none. This long-standing axiom has unique relevance in the public relations business. For decades the vertical account management structure paradigm in the PR agency world has been built on an assumption that account people are by definition good at everything creative, strategy, copy and news writing, media placement, et al. We don't buy it, and neither should you.
Advertising agencies recognize this by staffing appropriately for account, media, creative and research capabilities. Editorial media placement is often at the center of the mix in deliverables clients expect from their investments in PR. Yet on any given day, agencies can perform in this arena with mixed results. This is not surprising due in no small part to the varying degrees of staff capability and expertise in securing media coverage. Editorial media is not a transactional process: rather, it is earned. Story ideas, angles and their astute packaging and savvy presentation have much to do with whether or not results are achieved. We set the bar high in this practice area.
As a remedy for many conventional firms, the bar is intentionally set low, and shotgun approaches are commonly used in an effort to level the playing field and bet on the odds that some editor somewhere will like a mediocre story and use it. On the contrary, we believe individuals with relevant experience should be creating editorial ideas and strategies. Clients can then point to a demonstrable track record and proven ability to consistently get the job done.
Wheatley & Timmons consists of three primary units that work as a team for each client:
Account management and planning: these individuals are keepers of the brand and consumer knowledge. They are charged with understanding the business needs of client organizations and are called upon to be devoted followers of the brand franchise they represent. Additionally, it is their responsibility to understand the needs, wants and desires of target consumers to know what media they consume and why.
Broadcast media and video production: for the most part our broadcast media team is staffed with talent from the TV news business, both journalists and producers. We understand the unique requirements and decisions made by gatekeepers in TV news and content programming fields. This helps assure that what we recommend as broadcast strategy is based on solid thinking about what will play successfully. Equally important, we have a team of seasoned production specialists who know how to create video communications that works effectively in consumer promotion, sales support, point of purchase settings.
Print and web-based media: print media requirements and eccentricities are wholly different than broadcast. Even within this media class, the magazine world, for example, is a vastly different media venue from daily newspapers or on-line media. Print and web performance is vital due to the significant audiences they hold on any given day. Our print and web media team is equally capable and focused on developing stories that match the high standards applied by print editors and reporters on what they will or will not cover.
The point of this structure is simple: it consistently produces better and stronger results, because specialists will always trump generalists in their ability to successfully deploy unique talents and focused energy.
