1. Agency Review and Search 
2. Program Evaluation
3. Organizational Structure and Effectiveness
4. Benchmarking 
5. Agency/Client Relationship Evaluation and Optimization
6. Agency Usage Organization and Rationalization
7. Strategic Communications Counsel

Managing an effective agency review is an arduous process requiring substantial time, resources and current knowledge of the agency world. Too often reviews are turned into drawn out, subjective exercises based on inadequate information rather than well planned, highly focused efforts designed to achieve logical conclusions. Swerling & Associates has managed scores of reviews for major clients who valued our research-based, rational, and rigorous process. These clients also appreciated being relieved of the 100 - 200 hour time burden that comes with  managing a review. (See "Agency Review ")

In today's environment the PR function is being held to unprecedented levels of accountability. Swerling & Associates provides a variety of evaluative and analytical services that can help define the value of the PR function, assess success, identify communications challenges and opportunities, and suggest strategic adjustments. Among the tools we employ are: 

• Audits of key communications audiences, i.e. internal "clients" and external "customers" 
• Analysis and evaluation of specific PR activities, i.e. media and community relations, internal communications, etc. 
• Competitive analyses

As organizations grow and/or evolve, those responsible for communications often find themselves in need of guidance regarding their departments' structure, function, size and funding, all within the context of shifting organizational needs and industry norms. Swerling & Associates has the experience and methodologies to  provide objective, actionable insight into these and related issues.

As part of their planning processes, increasing numbers of PR organizations are going through benchmarking exercises in which they: 

• select specific criteria against which they want to be measured
• identify organizations that represent the "best of breed" relative to those criteria (benchmarks)
• determine the characteristics that make those organizations great
• assess their own strengths and weaknesses relative to those characteristics, and 
• implement plans to achieve "best of breed" status. 

We have managed the overall benchmarking process and done the supportive research for clients large and small.

Given the complexities of conducting an effective PR agency review and the lack of guarantees where new agency/client relationships are concerned, the best strategy for some unhappy clients is to identify and fix the problems with their current relationships. Functioning as an objective, third party "relationship doctor," Swerling & Associates can examine all aspects of the relationship (agency and client organizations, planning and reporting systems, budgets, program results, etc.) and make actionable recommendations to both parties, with the sole objective of getting the relationship on track.

In an effort to increase efficiency, cost effectiveness, and consistency in communications, many larger organizations are analyzing and, when appropriate, consolidating their overall usage of agencies. In the process they are creating new models that better meld their own needs and their agencies' capabilities. We have successfully provided valuable counsel on this complex undertaking to several well-known organizations.
  

With more than 30 years of highly diverse experience as a public relations professional, Jerry Swerling is well equipped to provide counsel on communications challenges and opportunities in a wide variety of categories, including product marketing, crisis management and corporate communications. Visit our Clients page for evidence of the depth and breadth of that experience.