How to get the most value out of your PR agency

If you’re looking to increase brand awareness, raise investment, take a stand against a particular issue impacting your business, protect your reputation or simply improve your search marketing efforts, you have probably made the decision to invest in a PR agency. More on getting this right here.

And while it is vital to spend time finding a partner that matches your values and understands what you are trying to achieve, the work doesn’t stop there. The most successful agency/client relationships are just that – a relationship, which takes time and effort on both sides.

So, if you are looking to get the most out of your PR agency, here are our 4 top tips based on our experience of working with hundreds of clients across Scotland and beyond:

Get the brief right

For your PR agency to become an extension of your company, they need to understand everything about the company. What you do, why you do it, who you do it for, where you are going and how you plan to get there.

The more your agency understands your business, the better the results. That’s because they are only as good as the information you give them. And this starts with the brief. But it doesn’t stop there. A good agency will make sure you have regular calls booked in and this is a great chance for you to keep them updated on all aspects of the business – recruitment, sales, market challenges, and other business news and developments.

Agree KPIs at the start

For your PR agency to deliver successful campaigns, they need to know what success looks like and what it means to your business. Work together to set realistic, measurable objectives to be reviewed regularly. This means you are all working towards a clear and mutually-agreed goal.

And it means the agency knows what it needs to deliver and you can easily keep track on progress.

Be available, and responsive!

A good agency will always try and give you adequate lead time on approvals, interviews and opportunities. But sometimes you’ll need to make yourself readily available at short notice for urgent opportunities. Journalists work on tight deadlines and by accommodating their last minute requests for information/interviews, you can quickly become one of their trusted sources for future articles. Don’t miss out on such opportunities.

Be honest

The key to any good and long lasting relationship is honesty (and open lines of communication). That means if you are not happy with a piece of content or you see results are slipping, then speak up and tell your agency. A good agency will accept constructive feedback and address the issue speedily. The same goes for when you are happy – tell them!

It is also important that your agency feels they can be honest with you. After all, they are the experts and that is why you have invested in working with them. So, if your agency advises you do (or don’t) do something, it is always worth listening and actioning their advice.

Investing in a PR agency is a big decision and can have a really positive impact on your business in both the long and short term. Your investment does not stop when you sign the contract. To get the best out of your agency, you have to continuously invest in that relationship. Get the brief right, set measurable and realistic KPIs, be available and be honest and you will be in a great position to get the most value out of your PR agency.

Looking for PR agency support? Get in touch today and let’s chat.

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