How to Get the Most from Working with your Public Relations Agency

Partnering with a PR agency can elevate your brand’s visibility, reputation & spearhead international growth.

However, to truly reap the benefits, it’s crucial to maximise this relationship. Here’s our advice on how to navigate the relationship from the outset and achieve the very best results together; taken from 20 years experience adapting to different styles of client agency relationships.

1. Set Clear Objectives  

Start with well-defined goals. Whether you’re looking to increase brand awareness, manage a crisis, or launch a new product, clear objectives guide your PR team’s strategies and ensure alignment with your business needs. Discuss your short-term and long-term goals, target audience, and key messages from the outset.

2. Choose the Right PR Agency 

Selecting a PR agency that understands your industry and shares your vision is essential. Look for an agency with a proven track record, relevant experience, and strong relevant network that will help achieve your goals. Assess their past campaigns and client testimonials to gauge their area of expertise and effectiveness. 

3. Foster Open Communication

Open and transparent communication is the foundation of a successful partnership. From the pitch stage it’s important to have good chemistry, meet the team you will be working with not just the senior leaders. Regular meetings and updates keep everyone on the same page. Share feedback constructively, fairly, and promptly, and encourage your agency to do the same. Effective communication helps in swiftly addressing issues and capitalising on opportunities. If the agency is slow to receive information from you, this can impact potential results. 

4. Provide Comprehensive Information

Your PR agency needs access to comprehensive information about your company. Provide detailed insights into your brand’s history, values, products, and market positioning. The more they know, the better they can tailor their strategies to fit your brand’s unique identity.

5. Collaborate on Strategy Development

Work collaboratively with your PR agency in developing strategies. Your insights combined with their expertise can lead to innovative and effective PR campaigns. Involve them in brainstorming sessions and encourage the exchange of ideas to foster creativity and innovation.

6. Trust Their Expertise

You’ve hired your PR agency for their expertise—trust them to do their job. While your input is valuable, avoid micromanaging. Give them the creative freedom to develop and implement strategies. Trusting their professional judgment can lead to more impactful results.

7. Measure Performance

Establish clear metrics for success and regularly evaluate the performance of your PR campaigns. Use key performance indicators (KPIs) to track progress and make data-driven decisions. Regularly reviewing these metrics helps ensure your goals are being met and allows for adjustments when necessary.

Do’s and Don’ts for a Successful PR Agency Partnership: ⤵

Do’s

» Forge a Long-Term Collaborative Relationship:

Aim for a long-term partnership with your PR agency. Stability and continuity can lead to a deeper understanding of your brand and more consistent results.

» Treat the Agency as the Experts They Are:

Respect their expertise and experience. Listen to their advice and be open to their recommendations. Their knowledge is what you’re paying for.

» Communicate Clearly and Regularly:

Maintain regular communication and provide timely feedback. This helps in aligning strategies and addressing issues promptly.

» Set Realistic Expectations:

Understand that PR results take time. Set realistic timelines and goals to allow your agency to deliver the best results.

» Provide Constructive Feedback:

Offer feedback that is specific and constructive. This helps the agency refine their approach and better meet your needs.

Don’ts

» Don’t Jump from Agency to Agency:

Avoid switching agencies frequently. Building a strong, long-term relationship with one agency leads to a better understanding of your brand and more effective PR strategies.

» Don’t Micromanage:

Avoid micromanaging your PR agency. Trust their expertise and give them the space to work creatively and strategically.

» Don’t Keep your Agency in the Dark:

Share all relevant information with your PR agency. Keeping them informed about your company’s activities, changes, and goals helps them to align their strategies effectively.

» Don’t Ignore your Agency’s Advice:

Take their advice seriously. This is what you are paying for. Ignoring their recommendations can undermine the effectiveness of your PR efforts.

» Don’t Set Unrealistic Expectations:

Avoid setting goals and always reverting to deliverables that are unachievable within the given timeframe. Have an open discussion with your PR team, they want to achieve the same goals and beyond for you, and understand that it’s long term and strategic investment that really reaps rewards not quick tactical fixes these will not deliver growth to the brand and sales. Unrealistic expectations can lead to frustration and a strained relationship.

Investing time to develop a successful partnership by setting clear objectives, fostering open communication, building trust and establishing long-term relationships is what distinguishes  the change-making brands we partner with.

Looking for a PR agency to spearhead your brand’s visibility, reputation and sales? 

Contact our team today.

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