subject: Get the most from your PR agency [print this page] Get the most from your PR agency Get the most from your PR agency
Working with a PR agency can be a fruitful relationship, but only if you make the most of it.
Below are some basic tips of getting more from your PR agency.
Make the right choice
Take your time in finding the agency that's perfect for you. The fit needs to be right; those with previous experience in your sector are likely to be your best bet, but don't discount others that might have something else to offer you.
Decide what you need
What result do you expect your PR agency to come up with? Lay your cards on the table from the off and they're more likely to be able to achieve exactly what you want (e.g. a TV interview for someone in your management team, local press coverage for your business, someone to manage your social media accounts etc.) as your PR agency can immediately begin to create a strategy based around this.
There's always room to change this strategy later if you wish, but a clear set of goals will give both you and your PR agency something specific to work towards.
Communicate
Always remember that communication with your PR agency is a two way street; while they obviously need to be keeping you updated on coverage and media opportunities, you in turn need to be available to answer their questions.
Ensure you hold regular meetings to keep your PR agency updated, and return calls and reply to emails as quickly as you can the media moves very quickly, and your company could miss out on valuable coverage if you don't.
In times of crisis, always be honest with your PR agency so that they have the full story and can protect your reputation as best they can.
Think ahead
Whenever you're advising your PR agency on the next project you'd like them to work on, you should always be thinking about how it fits into your long term PR strategy. Are you sure it's a valuable way for them to be spending their time (and your money)?
Use their expertise
Let's face it: your PR agency will know a lot more than you about the PR arena than you do (after all, that's what you pay them for).
While you have every right to disagree with your PR agency on any given point, always listen to their advice carefully before coming to a final decision. As experts in their field, they'll quite often be approaching the issue from a better informed, and more impartial, position.
Companies that use PR agencies are able to focus more on their core business and ensure that all situations are handled professionally and with ease, ensuring your business is able to maintain strong reputation.
