Public Relations Agency Management with Al Golin
In this exclusive interview with legendary public relations agency founder Al Golin — who passed away in 2017 at the age of 87 — talks about public relations agency management, promoting healthy client-agency relationships and the secrets of successful PR.
4:24 – Al Golin explains what public relations is.
5:35 – Golin on the difference between public relations and media relations, and how the fields have changed over the years: “…it’s the era of the individual not the masses…and that’s really because of the internet and because of all this new technology we’re seeing.”
7:12 – Golin discusses the services clients receive from public relations agencies.
7:52 – Golin talks about the different practice areas that comprise a public relations service.
9:05 – Golin talks about the objectives of an internal communications staff versus an external communications staff.
10:33 – Golin on how his agency goes about helping new clients.
12:51 – Golin discusses a client’s responsibility in its relationship with an agency.
14:49 – Golin explains how to have a successful relationship with a client.
16:17 – Golin talks about whether the deliverables are more important than the actual relationship with a client.
17:02 – Golin on why some government officials who do not deliver results manage to remain in office.
18:17 – Golin talks about what to do if a client has unrealistic expectations.
19:29 – Golin on whether client expectations are more or less realistic today.
20:47 – Golin on the significance of reputation management: “…trust really can make or break a brand. It’s not just good will. This is a very tangible thing that can mean lots of sales or no sales.”
21:44 – Golin offers his views on thought leadership.
25:14 – Golin explains how to create thought leadership for a client.
26:28 – Golin on helping clients write op-eds to gain exposure: “…getting exposure for the sake of exposure is the wrong thing. It [the subject of the op-ed] really should be something that’s meaningful to that person and captures that person.”
28:05 – Golin talks about finding the right public relations agency.
29:44 – Golin discusses retainer fees at boutique, mid size, and global public relations agencies.
31:03 – Golin talks about the hourly rates of different size public relations agencies.
33:50 – Golin on whether clients receive more attention from senior level staffers at small agencies versus large agencies.
36:25 – Golin talks about how GolinHarris shares the billing of a client over a global market.
37:52 – Golin shares what he thinks is the single most important thing to look for in an agency.
40:13 – Golin on how he maintains an optimistic perspective on the PR profession: “…you have to really enjoy what you do, and I still do…the best thing I like to do is work with clients…”
41:52 – Golin on the impact of technology on transparency: “We live in this transparent society now…I think companies and people got away with things in the good old days that they could never get away with today…”
43:24 – End.