Everyone in public relations has heard the term “legacy tech.” This means that a company’s computers and technology are outdated and archaic. I’ve lost count of the times I’ve heard a client say that new software will work with “legacy” systems or heard people talk about the challenges of “legacy IT.”

Everyone in public relations has also worked with a company with what I call “legacy culture,” which means their practices, processes and even communication style are rooted in the past. Sometimes, it can be fixed; many companies with ancient processes know it’s time to modernize. In some cases, legacy culture highlights an intractable problem, and deciding whether to keep a business as a client is essential. 

Here are four legacy culture challenges and how to fix them:

1. A Company with Outdated Work Processes: Public relations is tied to technology and PR workplaces use the latest and greatest tech. Teams keep track of projects and work on Slack, conduct meetings on Zoom, and keep assets and files on Dropbox. There are still plenty of clients, however, that are attached to outdated modes of work. When sharing a file is easier, these companies still send files back and forth via outdated tech. They also insist on traveling and meeting in person when Zoom can work for all but the most critical meetings and resist using tools that make lives and jobs easier.

Solution: Bring them up to speed. At its best public relations firms work as advisors and counselors. It’s within our job description to get clients working more efficiently. Being outdated can affect public perception, so fix problems before they compound.

2. A Company Resistant to Change: An extension of outdated work processes is an overall resistance to change. When working with these clients, it’s easy to wonder why you were hired when your advice is disregarded or overlooked. PR agencies might also find that even after they are hired, a company wants to do press releases or news events the same way — even when they’ve been shown a better option.

Solution: Talk about It. A good agency should let a change-resistant client know how they are hurting their public image and perception, and by extension, their business, by fighting change. If they still push back, it’s worth considering if the relationship is viable.

3. A Company with a Legacy Office: The nature of work has changed. Working from home is common and many businesses have employees around the world. Despite this, some businesses are eager to turn back the clock and restore a 1995 office. The pandemic showed that remote work was highly effective and people were happier working remotely, yet some companies still resist despite proof.

Solution: Monitor the Situation. How a company wants its employees to work is not an agency’s problem. However, you should never let a company dictate how your firm works. MGP is an all-remote, senior, global workforce and we’ve never heard that we can’t deliver because of our structure. It might be worth letting executives know that championing a legacy office in 2023 is a bad PR move.

4. A Company with Toxic Legacy Culture: Bad companies will get through even when an agency does homework on clients and negotiates in good faith. These are companies that tolerate sexism, racism, or homophobia, turn a blind eye to sexual harassment, protect abusive executives, and, sadly, much more.

Solution: Get out. No client or billing is worth this and you risk your agency’s reputation working with or championing a toxic office. It is also imperative to protect employees from abuse. 

Legacy culture can be a problem for PR agencies but also an opportunity. As you learn more about clients, remember you are an advisor and counselor. Look for the right moments to discuss when legacy culture is holding a company back and communicate the benefits of moving forward. Many things shape public perception and a company’s culture is top on the list. 

Everyone in public relations has heard the term “legacy tech.” This means that a company’s computers and technology are outdated and archaic. I’ve lost count of the times I’ve heard a client say that new software will work with “legacy” systems or heard people talk about the challenges of “legacy IT.”

Everyone in public relations has also worked with a company with what I call “legacy culture,” which means their practices, processes and even communication style are rooted in the past. Sometimes, it can be fixed; many companies with ancient processes know it’s time to modernize. In some cases, legacy culture highlights an intractable problem, and deciding whether to keep a business as a client is essential. 

Here are four legacy culture challenges and how to fix them:

1. A Company with Outdated Work Processes: Public relations is tied to technology and PR workplaces use the latest and greatest tech. Teams keep track of projects and work on Slack, conduct meetings on Zoom, and keep assets and files on Dropbox. There are still plenty of clients, however, that are attached to outdated modes of work. When sharing a file is easier, these companies still send files back and forth via outdated tech. They also insist on traveling and meeting in person when Zoom can work for all but the most critical meetings and resist using tools that make lives and jobs easier.

Solution: Bring them up to speed. At its best public relations firms work as advisors and counselors. It’s within our job description to get clients working more efficiently. Being outdated can affect public perception, so fix problems before they compound.

2. A Company Resistant to Change: An extension of outdated work processes is an overall resistance to change. When working with these clients, it’s easy to wonder why you were hired when your advice is disregarded or overlooked. PR agencies might also find that even after they are hired, a company wants to do press releases or news events the same way — even when they’ve been shown a better option.

Solution: Talk about It. A good agency should let a change-resistant client know how they are hurting their public image and perception, and by extension, their business, by fighting change. If they still push back, it’s worth considering if the relationship is viable.

3. A Company with a Legacy Office: The nature of work has changed. Working from home is common and many businesses have employees around the world. Despite this, some businesses are eager to turn back the clock and restore a 1995 office. The pandemic showed that remote work was highly effective and people were happier working remotely, yet some companies still resist despite proof.

Solution: Monitor the Situation. How a company wants its employees to work is not an agency’s problem. However, you should never let a company dictate how your firm works. MGP is an all-remote, senior, global workforce and we’ve never heard that we can’t deliver because of our structure. It might be worth letting executives know that championing a legacy office in 2023 is a bad PR move.

4. A Company with Toxic Legacy Culture: Bad companies will get through even when an agency does homework on clients and negotiates in good faith. These are companies that tolerate sexism, racism, or homophobia, turn a blind eye to sexual harassment, protect abusive executives, and, sadly, much more.

Solution: Get out. No client or billing is worth this and you risk your agency’s reputation working with or championing a toxic office. It is also imperative to protect employees from abuse. 

Legacy culture can be a problem for PR agencies but also an opportunity. As you learn more about clients, remember you are an advisor and counselor. Look for the right moments to discuss when legacy culture is holding a company back and communicate the benefits of moving forward. Many things shape public perception and a company’s culture is top on the list.