Aimee Woodall
Odds are, if you’re reading this, you’re a business owner. And maybe — no, let’s say definitely for the purposes of this article — you’re looking to beef up your communications and marketing plan by hiring an agency.
You know that times are changing. And you want an agency that’s forward-facing, cutting edge. An agency that’s appealing to new audiences every day and growing your business. So who do you hire? Well, if you want the agency that’s actually reaching people and getting folks talking, I recommend the one that doesn’t focus on marketing like an advertiser OR a public relations pro. I recommend the agency that markets like an activist. Allow me to explain.
Think about it. Activists are the best at getting the word out. They believe deeply in what they promote and use whatever means necessary to rally and create.
They believe in the cause. Passion is contagious, and if an agency believes in your brand, they’re much more likely to generate genuine enthusiasm. They should obsessively research your industry. They should immerse themselves in your culture. They should spend time with you and your employees, so they get to know and understand every detail of your story. This may require a good, old-fashioned sit-in in your conference room, but it’ll be worth it.
They do whatever works to get the word out. Billboard or New York Times article? Your agency should be able to look at your audience and tell you which one will be the better tool to use to reach them. They shouldn’t lock themselves to one medium. Instead they should do what works. That’s what activists do.
Activists post fliers, host press conferences, write editorials, rely on Twitter and plan rallies, meetings and benefit galas. Hell, they even operate phone banks. They’re the original street teams for the cause — and you want an agency that is too.
They build a community. A successful activist knows there’s strength in numbers. The agency you hire should apply that philosophy to your brand. They should be looking for people who are excited about the work your company is doing and empowering them to connect on a more meaningful level. And if they’re doing it right, they’ll empower an army of ambassadors and you’ll soon find your brand popping up in more places: in conversations, in columns (like this one) and on destination lists.
So, who do you hire? It doesn’t matter if they’re in PR or advertising. What matters is that they’re the ones who believe in what they do and build open, honest relationships that celebrate that. Forget about titles like public relations and advertising for a minute here. And go find yourself some activists.
______________________________________________________________________The Black Sheep Agency is a Houston-based creative agency specializing in non-traditional public relations, social media and experiential marketing. Visit theblacksheepagency.com or follow us on Twitter @shearcreativity and on Facebook at Facebook.com/theblacksheepagency.
Aimee Woodall
Black Sheep
832.971.7725
[email protected]
Theblacksheepagency.com
