by, Henrietta Mackenzie, Account Director, Waggener Edstrom

For many public relations is sometimes considered a dark art. In reality it’s simply a strategic and creative approach to help you sell more products and services. Despite the media representation of PR from the likes of ‘Absolutely Fabulous’ and ‘Twenty Twelve’, Public Relations Organisations, as you may know, are actually busy creative hubs that provide high level counsel, campaigns and content for clients across traditional and social media channels.

Within any PR organisation there are naturally many distractions and pressures of running a business, however for us, clients always come first. On a day to day basis, our priority is always helping our clients be successful whatever the PR objectives and metrics are. How do we do it? Overall, by creating a strong partnership with clients and ensuring our strategies always connect to sales. On a more tactical level – acute organisation, always meet deadlines and be flexible where required. Also it’s important that we’re passionate about our client’s business, get to know the key stakeholders and regularly suggest new ideas over and above the brief. And at the end of the day, have some fun and maybe share a beer or two.

I’ve done a variety of additional things for clients: hopped on a plane to Delhi and jumped on the Eurostar to Paris at the drop of a hat – as well as searching for the right kind of Buffalo ice cream at Taste of London and managing the pimms flow at Ascot – to name but a few..

So, despite the busy distractions of running a business, in our world clients always come first – even before the Queen..!

Henrietta Mackenzie filed this content as a guest blogger to Xerox. The content is the author’s opinion and does not necessarily reflect the views of Xerox.