I was stunt a little bit, cause i really can't understand why a small agency that only have 22 people inside will claim themselves the top 5. But sooner, i discovered why.
(Alpha senior Mr Razak, Miss Aishah and Miss Tham. At the back is the managing director Mr Z)AP positioned their agency very well using marketing segmentation theory. They know clients are divided to two kinds, first- small organisation which cases are easy to handle but pay little, and big corporate that having tough cases but pay handsomely. However, only big corporate can drive a PR agency to shine over their peers or to the top in PR industry. Small organisation won't help an agency to get too much fame. Therefore, AP segmentise themselves well- only accept clients from big corporate background.
Over the first month i stayed in AP, all the clients i heard are those listed in Malaysia Stock Exchange or those we heard since young: Time dotCom (streamyx company), CIMB bank, Proton Automobile, East Coast Economic Region (ECER), Dayang Carigali and etc..
In order to serve these companies well, AP is sharpen one of their key weapons- communication.
- They talk politely and present themselves very professionaly in front of client. In AP, everyone even the office boy also need to wear neck tie. One day in week 3 i forgot to bring my tie to office, immediately after they see it they ordered to go and buy one in nearby shopping center. Because, according to them, "you never know when client will suddenly drop off our office. How should you present yourself like this?"
- Keep in touch with several key figures. Being with big tycoon means they must mingle around with those key players in the industry from time to time. In AP, they had lunch, dinner with the "big bosses". Besides, during some special days, they will simply call those figures to congratulate them and hoo-ha with them. It doesn't matter whether those people are their ongoing clients, because somehow they might be potential clients.
3. Never scold a staff. Although i don't really see much interaction across the staffs, but I observe that in AP, the top seniors consultants never really scold the juniors. They will use serious tone and heavy emphasising if they want to voice their dissasitifaction. For instance: "if you don'f finish your part last week, WHAT IS THE POINT I AM WASTING MY OWN WEEKEND TO HELP YOU?" Perhaps being a PR consultant has rooted a good temper inside them, thus they never use harsh words although they really feel pissed off. This helps, in a way that although the juniors feel the anger from the seniors, they wont get hurt from any harsh word until they feel like quiting.
4. Big corporate always have internal communication problem. Sometimes Chief A will call AP to say this this, Chief B will call again later to say that that. Being in the middle, AP however don't spread rumuors around and involve themselves in their internal conflicts. They will answer the call like:" oh, is it? I see I see. I understand what you feel.. I see i see." -which is comforting but not revealing anything.
5. They always act like a thought leader in the PR industry. They will have their so called "current solution" announce to the world every now and then. For instance, they published an article titled "CEO grapple with tough times" in their official website. In that article they explain how economic recession force government to seek out investment from private sector, therefore those corporate which establish a good relationship with the government now will get a distinction later. This makes them different than the other agency.
I ended my internship with the realisation that becoming a successful PR agency must contains some critireas, such as correct market position, excellent communication skills and different Unique Selling Proposition. It certainly makes me improve steps further toward becoming a professional PR practitioner.
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