However, you shouldn’t overlook the importance of the strategy component. A good PR relationship—and, in turn, outcome—is built on trust and transparency. Just like any relationship, you must do the groundwork and nurture the relationship to get the most out of it. Taking the first step can be scary.
Here are some tips to ensure your organization thrives and the relationship with a PR agency runs smoothly:
1. Write a brief.
A clearly defined brief is the starting point and should be written well before you begin your search of an agency.
Set out your organization’s background, direction, what you’re hoping the PR program will achieve and any key challenges you are looking to overcome. Be open about your business and visualize the outcome of the campaign. Is it media coverage, an online presence or specific industry partnerships?
2. Do your research.
Do your research and select three agencies that suit your brief. Meet with them to discuss your requirements and use it as a “chemistry” meeting.