Getting the Most Out of a PR Agency Relationship

shutterstock_132720506To invest your time and financial resources in a PR agency is an important decision. And once you’ve determined that is the right decision for you, you’ll want to be sure that you are making the most of those investments. Here are four simple steps to help you do just that:

1. Communicate Your Business Objectives
Take some time to communicate your business goals and marketing plan. There’s no such thing as too much context. One of the most important points here is to be sure that everyone is clear on what is remarkable about your company and product (is it an industry first? Is it solving a huge problem in a way that no one else has been able to before?). Also bring your agency up to speed on your product roadmap, delays included, and address competitive concerns.

2. Agree on Metrics
Some examples: Improved message pull through, increase in share of voice, heightened number of customer profiles in trades, increased attention from key stakeholders and influencers. Make sure whatever you choose maps to #1 above.

3. Be Aware of Time-Sensitive Opportunities or Concerns
When your PR agency is doing its best work, you will find that you’re even busier than ever with more press interviews, more bylines to approve and so on. You’ll want to be sure to carve out regular time, because while your agency may be patient, the press won’t be and it’s in your best interest to respond quickly. Also for product launches, please bring those up early.

4. Provide Constructive Feedback
Creating a PR strategy that is built for success is only created through a strong partnership between the firm and the client. It will be the most important factor to seeing a return on your investment.

With these in mind you are sure to create a great working relationship with your agency that ultimately delivers awesome results.

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