We are Christina and Peter Pilarski, founders and leaders of CIPR Communications and hosts of Two Babies and a Business. For our 10th podcast episode in this series, we look at resource management as your business and marketing strategy grow and evolve. Whether you have hired a marketing agency or have in-house staff, it is important to be aware of the evolution of your resources and make course corrections when needed.
Questions to ask
There are three essential questions you should be asking whether you are working with an agency or in-house personnel.
- What’s going on with the business?
- What’s going on with the individual?
- Where is the most action in the business happening?
Each of these questions is important to address during your regular check-in meetings with staff and your agency.
When asking these questions, look and see if the interest of your staff is changing. One year, they may be excited about search engine optimization, but social media is drawing their attention the following year. Workers need to be motivated and focused such that their time is spent on where it needs to be. We recommend at least a quarterly check-in with your staff to ensure things are going in the correct direction.
Effectively Managing an Agency
Your regular check-in with an agency is your opportunity to be reviewing their reports. This is as much a relationship check-in as one to ensure the strategy is implemented according to plan. Regular meetings are an opportunity for you to add value, and if necessary, make course corrections. Check-in at least twice a year unless your industry is continually shifting, where we recommend quarterly or even monthly during the relationship’s initial stages.
As your resources evolve through industry shifts or new staff interests, it is critical to make sure your staff or the agency is empowered to make their own decisions and not micromanage them. Use regular check-ins to add value, keep your eye on the game, and make course corrections if necessary.
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