Best Practices for Working with a PR Agency

A new client and agency partnership is an exciting time for both parties. Ensuring a solid foundation is key. Regardless of the terms of service, the most successful partnerships occur when the agency is thought of as an extension of the client’s team.

If you are currently working with a PR agency, or in the market for one, here are a few tips to take into consideration:

Share your business goals and objectives:

  • At the onset of the relationship, it is important to clearly define your goals and objectives.  Additionally, the agency and the client should both be on the same page about how those goals and objectives will be measured and the frequency. Identifying goals and objectives upfront allows the agency to be strategic with their recommendations and target specific audiences.

Keep your agency in the know:

  • The agency should never be the last to find out about company news or an important announcement. Clients should keep their agency in the know about the good, the bad, and everything in between. The more they know, the better they can prepare. Leaving your agency in the dark about news not only results in missed opportunities, but also prevents the agency from planning for a variety of potential outcomes.

Be responsive:

  • Communication is key. It is necessary for the client and agency to have regular touchpoints and establish an easy cadence for communicating. Once the agency is actively pitching the media on a client’s behalf, the client is responsible for being available for interview requests, follow-up questions, and requests for additional information. If email is not always the best form of communication, be honest and upfront with the agency on how best to get in touch.

Build and maintain trust:

  • Like any successful relationship, trust plays a big role in the client-agency dynamic. Be confident that the agency you hired has your best interest in mind. Additionally, be patient. A pitch or story angle might not work the first time around, be open minded to new and sometimes outside of the box recommendations.

Taking the above-mentioned tips into consideration can lead to a successful client and agency relationship for years to come. For more related reading, check out Building a Relationship with Clients is Vital.

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