By Rogério Artoni
Nowadays, in Brazil, any niche market has their big companies working in all operations. These ones have their brands stamped in the potential customer’s minds. About the small companies, that also want some space in the memory of these prospective clients, some actions are essentials, as relationship and joining forces. Keeping a good relation is extremely important and finding business partners that want to work together can be a pathway to attract new clients.
There isn’t magic, but search for companies’ partnership to complement the other one’s operations can be a great way. Many times in client meetings we identify that what they need a PR agency partner can provide. Our job is identifying a solution for our clients, even if it wasn’t our occupation. Then, what could it be done? Suggesting a business partner.
Often a client could need a new website, a gift supplier or even an office architectural refurbishment. There happened a case, in which we advised our clients to each other, to work together and to find out a solution for both of them. I believe it is one of the assignments of a PR agency. This is not only about writing pitches, communicating internally or working in social media, but also finding out a solution to the client. Therefore, we take care of relationships client to media, client to stakeholders, client to client, thus, their problems and solutions.
Obviously, each company has it is core business and although we can’t provide a solution, introducing partners could make our agency be introduced for these companies to other ones and prospecting new clients. At the top of companies list, few are there. It is hard to be outstanding. So, why not giving hands to a partner and help each other?
Finally, through these partnerships between companies it is possible to build: holdings, collaborative entities, cooperative business, and other institutions that add companies and ones pairs, joining forces to grow. In the PR market, for example, there are several entities like these, joining to reach other market niches.
Check out some national and international entities that group RP agencies around the world:
Aberje – Associação Brasileira de Comunicação Empresarial
Abracom – Associação Brasileira das Agências de Comunicação
Public Relations Society of America (PRSA)
International Public Relations Association (IPRA)
Public Relations Consultants Association (PRCA)
GlobalCom PR-Network
Public Relations Global Network (PRGN)
The Network One
* Rogério Artoni is Race Communications director
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