9 tips for working with a PR agency

You hired the best agency, but that’s only half the equation. To really get your money’s worth, you’ve got to be a good client, too.

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Simply by asking this question, they had already knocked out one of the best things clients can do when they are coming on board with any PR agency. However, many companies can limit the return they get from a PR firm, by simply not knowing how to effectively work with them.

Gini Dietrich, the founder and CEO of marketing communications firm Arment Dietrich, provides some great tips on when to think about using a PR firm and what you should consider as you interview for, and hire, your PR firm. However, with this post I’ve compiled some of the top things companies can do to gain the most from their PR investment:

1. Ask how you can have the best client relationship. It seems like a simple question, but some clients never ask how they can enable PR agencies to do the best job on their account. If you’re going to pay for a PR agency, why not help them succeed? It’s like buying a brand new car. It can get you to where you want to go, but if you never take the time to fill up with gas or change the oil every 3,000 miles, you might as well start walking.

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