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PODCAST

Agency Leadership Podcast

Chip Griffin and Gini Dietrich

The Agency Leadership Podcast provides insights for agency owners and executives. Co-hosts Chip Griffin and Gini Dietrich share practical advice and industry news relevant to PR and marketing agency leaders.

business management

All Episodes

25:16

Setting AI policies for your agency

Agency Leadership Podcast ·

2023/05/17

In this episode, Chip and Gini review the recently released PR Council guidelines for the use of generative AI by agencies. They explore which elements small agencies might consider adopting, as well as identifying others that may warrant more of a "wait and see" approach. As the use of AI by communicators continues to expand, there will be many thorny issues to navigate. The PR Council guidelines provide a useful starting point for some of these discussions.

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24:24

Micromanage your way to agency failure

Agency Leadership Podcast ·

2023/05/09

Agency owners often micromanage their employees without even realizing it. They think that they are merely seeking better results, when in fact, they are slowing things down and demoralizing their teams. When Chip and Gini speak with many owners, they express frustration with how many hours they work and how they can't spend enough time on building the business because they are so deeply in the weeds. The reality is that leaders need to trust their team members to do a good job — and then

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20:18

An honest conversation about agency owner compensation

Agency Leadership Podcast ·

2023/05/03

In this episode, Chip and Gini offer up some tough love for many agency owners who aren't compensating themselves fairly. The co-hosts discuss the need for two income streams: compensation for work provided to the agency and profit-taking as a reward for entrepreneurial risk. They talk about the different ways that owners can take compensation, the value of getting professional advice, and specific areas where they have seen owners miss opportunities.

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21:34

Helping agency employees to improve their PR skills

Agency Leadership Podcast ·

2023/04/25

Most public relations agencies hire employees with a mix of experience. Some already have a proven track record in generating media coverage, while others have only just begun to learn the ropes. In this episode, Chip and Gini explore how agency leaders can help their team members to develop the skills and knowledge needed to produce excellent results for clients. The key is understanding the needs and learning styles of each individual so that the appropriate type and level of support can

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21:07

Weekly 1:1 meetings make a big difference for your...

Agency Leadership Podcast ·

2023/04/18

It's no secret that Chip rants about the importance of weekly 1:1 meetings between agency managers and their direct reports. So he and GIni dedicated this episode entirely to the topic — including why they matter and how to run them correctly. This isn't simply a checkbox that you need to tick off, it needs to become a fundamental part of the culture of your agency if you want to see the best performance from your team and the best results for your clients (and your business).

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20:52

References and case studies for your agency

Agency Leadership Podcast ·

2023/04/04

Another day, another rant from Chip and Gini. This time they have references and case studies on their minds. The co-hosts come down firmly against spending time developing and publishing case studies, explaining that agencies are better off demonstrating expertise in conversations with prospects by tying past experiences to current challenges. When it comes to references, both Chip and Gini have regularly provided them in the past. However, they both question the value of them — as well as

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21:24

The 2023 Banking Crisis and what it means for your...

Agency Leadership Podcast ·

2023/03/28

The past few weeks have been full of headlines about bank runs, government takeovers, and financial pandemonium. Even if you don't use Silicon Valley Bank, Credit Suisse, or any of the other banks at the center of the news, there could be broader implications for banks and the overall economy. How long it will last and what it all means remain open questions at the time of this episode, but Chip and Gini tackle what is known and how agencies should be thinking about what they should be

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24:04

Expanding the service offerings of your media...

Agency Leadership Podcast ·

2023/03/21

Chip and Gini frequently hear from PR agency owners who want to move beyond just offering media relations services, but aren't sure how best to do it. They may love the idea of Gini's PESO Model, but they also recognize that they probably can't get there all at once. In this episode, Chip and Gini share some of their tips for how to supplement media relations services and better position yourself for success in an environment in which media hits are harder to come by and clients expect a

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15:30

Keeping an eye on your agency's finances

Agency Leadership Podcast ·

2023/03/14

Agency owners can be reluctant to involve employees or contractors in managing financial aspects of their businesses, especially anything that involves access to bank accounts or credit cards. The concern is understandable, especially with recent examples of even large agency financial team members stealing from their firms. Chip and Gini argue that the solution isn't to hold on to these administrative tasks yourself, but rather to set up some reasonable controls coupled with periodic

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15:02

Think twice about seeking awards for your agency

Agency Leadership Podcast ·

2023/02/28

Most agencies love awards. Larger agencies even have teams devoted to seeking them. In this episode, Chip and Gini discuss why the time and money spent on awards may be misplaced. They even have a suggestion for those of you who may disagree so that you can make a more informed decision about your future investment in awards.

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19:39

Do you need a new tool for [whatever]?

Agency Leadership Podcast ·

2023/02/22

Like many of us, agency owners can fall into the trap of believing that tools solve problems. The reality is that we use tools to implement the processes that solve problems. Rather than falling in love with the latest and greatest, start by understanding what you want the tool to do for you. Whether you are considering switching project management systems or implementing a new time tracking program or just exploring some new innovation you just heard about, the advice that Gini and

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23:15

Managing Gen Z agency employees (and anyone else with...

Agency Leadership Podcast ·

2023/02/14

Agency owners frequently lament to Chip and Gini that their employees don't have a proper sense of urgency and don't seem to work hard enough. The co-hosts explore whether this is specific to Gen Z or if it has broader applications. At the same time, Chip and Gini look at the causes for this concern and potential solutions. (Fair warning: a big piece of the answer lies in the mirror.)

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22:00

What if something happens to you as agency owner?

Agency Leadership Podcast ·

2023/02/08

Do you have a plan for what others should do if you should suddenly become unavailable due to illness, accident, or even death? It's not a fun thing to think about, but it is important to think ahead and make sure that you have at least a few essential steps in place for handling these unexpected events. Chip and Gini tackle this topic, and while they encourage you to keep it simple they do walk you through some things that you should be considering in a "hit by a bus" plan for yourself

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19:56

Relying on third parties to deliver agency services

Agency Leadership Podcast ·

2023/01/31

Most agencies depend on vendors and contracts to help provide at least some of the results that their clients expect. Any time you rely on these third parties, you need to consider what happens if they don't deliver as expected. As more agencies consider using AI tools like ChatGPT to deliver services at reduced costs or shorter timeframes, these dependencies pose an even greater risk if they fail to perform as expected. Chip and Gini discuss options, including having fallback plans or

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21:55

Beware of dangerous agency RFP terms and conditions

Agency Leadership Podcast ·

2023/01/25

Regular listeners know that Chip and Gini aren't fans of most agency RFP processes and believe that most of them should be avoided. But if you choose to play the game, you need to watch out for onerous terms and conditions — especially ridiculously slow payment terms. The co-hosts pick up on news reports about 1-year payment terms being proposed (and defended) by Dr. Pepper. This turns agencies into banks, something for which they are ill-suited. Rather than focusing primarily on price,

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20:27

Biz dev when you're just starting an agency

Agency Leadership Podcast ·

2023/01/17

You have decided to take the leap and build your own agency. But how do you find clients? In this episode, Chip and Gini share their thoughts on how to acquire your earliest clients. They also look at the steps you should take to build a consistent new business engine that will serve you well for years to come.

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20:33

Is AI writing an agency's friend or foe?

Agency Leadership Podcast ·

2023/01/10

The communications world has been abuzz with discussion about the impact that AI-generated content may have on their roles. Some agency owners are concerned about tools like ChatGPT taking away revenue from their businesses, while others see those same services as an opportunity to increase efficiency and profitability. In this episode, Chip and Gini discuss the questions that have been hearing from agency leaders and share some of their insights on where the technology stands today — and what the

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25:34

Get to Know Your Clients Better

Agency Leadership Podcast ·

2022/12/12

How much do you really know about your clients? Not the organization and its goals, but the people you actually work with on a daily basis. In this episode, the co-hosts discuss Gini's recent article with 11 questions you should ask your clients so that you know how they work and how you can best engage with them. It's all part of building stronger, more lasting relationships that will serve you well as you work to produce results and maintain the business.

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22:10

How to keep making money in 2023

Agency Leadership Podcast ·

2022/12/05

With all the talk of inflation and recession, agency owners are understandably concerned about maintaining — let alone growing — profitability in the new year. In this episode, Chip and Gini explore how you can correct your pricing to handle shrinking margins due to inflation and other factors. They look at how you should think about client retention as part of the profit mix. Finally, they remind agency leaders that price increases aren't the only way to protect profits and that managing scope

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18:03

Stop trying to be like other agencies

Agency Leadership Podcast ·

2022/11/15

It can be very tempting to say, "I want my agency to be just like [fill in the blank]." We all have companies and entrepreneurs that we look up to, but that doesn't mean that we should aspire to be just like them. In this episode, Chip and Gini explain why you should be yourself and chart a course that works for you. Trying to copy someone else's model is more likely to lead to frustration and disappointment rather than success.

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