When it comes to contracts, there are four words every PR pro should live by: Get. It. In. Writing. Below, Kellye Crane, founder of Solo PR Pro and #solopr chat, explains how everyone in PR — agency, in-house or independent consultant — should know the different types of contracts that exist and the specifics of what’s in your contracts with clients:
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Post by: @kellyecrane
British Telecom says “it’s good to talk,” but for public relations professionals, it’s better to get it in writing. While at first glance it may seem contracts are best left to the paper-pushers in the back office, every PR pro can benefit from understanding the legal agreements that impact you.
Whether we realize it or not, PR professionals are awash in legal documents, including letters of agreement, full contracts, performance agreements for events, subcontractor agreements, non-disclosure agreements (NDAs), speaking agreements and more (for a full explanation of each with examples, see the free Get It in Writing ebook from Solo PR Pro).
Whatever your PR position, contracts serve as a useful communication tool that can help you, your clients and partners ensure that you have clearly defined the expectations of the relationship.
Consider the following, by role:
Agency
If you’re part of an account team at a PR agency, you may not have been involved in the new business pitch and/or contract negotiations with your client. Getting familiar with the actual contract – and referring to it frequently – will help you immensely as you work to provide the best service possible to your client.
It’s easy to get pulled off course in the mile-a-minute world of agency PR by clients issuing rapid-fire requests. Knowing the specifics of your contract helps you control scope creep and avoid over-servicing (one of the biggest dangers to agency profitability).
In addition, referring to the contract – and using some of the language in it – can help prevent misunderstandings when you need to speak with your client about a differing opinion on what your scope of work entails.
Contracts may not be the most thrilling documents you view today, but adhering to them helps pay your salary, so that makes them a little more exciting!
In-house
Regardless of the types of vendors you may oversee, to be an effective manager of your agencies and contractors it’s critical that you stay aware of the terms of your contract. Even if you weren’t the point person on the agreement, chances are your managers will expect you to report on progress/results, and will use the contract as a guide.
Some flighty vendors may try to give you things you didn’t ask for, while avoiding some of what you did request. Pointing to the contract is the near-foolproof method for reeling them back in!
However, note that if you regularly ask your vendors for tasks or deliverables that are outside the contract’s scope of work, be prepared for a surprise. At some point, reputable agencies and contractors will have a conversation with you about raising your budget – and those that aren’t reputable or well-managed may just send you the over-budget bill (it happens).
The contract’s scope of work should reflect the activities of your PR plan – if priorities have changed, it’s time to revisit. There’s nothing wrong with amending the contract to meet an evolving need – just make sure to get it in writing.
Independent consultants
The importance of contracts to Solo PR pros and other independent consultancies is the most obvious, but it can also seem the most daunting. Avoid the temptation to stick your head in the sand and avoid contracts altogether!
Contracts are essential to protecting your business and your bottom line. In many ways, it’s even more important for independent consultants to have solid agreements and documentation. It shows you mean business.
Taking the time to put quality legal agreements in place ensures that you and the client have documented expectations, which can serve as a check point as you move forward in your relationship.
What are your top contract challenges and how do you handle them? Let us know in the comments!
A veteran independent PR consultant for nearly two decades, Kellye Crane is the founder of Solo PR Pro, which provides the tools, education, advocacy and community resources needed for communications consultants to succeed and grow. You can also find her on Twitter at @KellyeCrane.