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Getting the Most from a PR Agency


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There’s always something new and exciting about working with another company for the first time. In the case of public relations, onboarding an agency to handle your PR is a process that requires an education on both ends.

Establishing a strong foundation in the beginning pays off in the long haul when it comes to making sure your agency understands what you do, your goals, and the way in which you work. Similarly, fully understanding the world of public relations is often overlooked, but doing so can help both you and your agency get the most out of the relationship.

Understanding public relations (and vice versa). Request that your agency create a comprehensive PR strategy pitch that explains the public relations landscape today. It’s a constantly evolving industry, and knowing and understanding how your product fits into it is crucial. On-board your agency in the same way you would a new employee joining your company. The more you share with each other, the more familiar you’ll become with each other as time goes on.

Create and share benchmarks. Public relations is tricky in that it’s very hard to measure its success with a direct correlation in sales numbers. Instead, PR relies on media impressions, defined as “any interaction with a piece of content and an audience member.” Working alongside your agency to help create benchmarks of impressions, number of placements, types of placements (digital, broadcast, print), allows the agency to understand your goals and measure the success of a campaign.

Share, Share, Share. Staying in frequent contact with your PR firm lets you share information so that both of you to operate more efficiently. Agencies will typically set a weekly, biweekly, or monthly status call or meeting to go over the latest updates on both ends. Checking in and asking questions is a great way to find opportunities for working together.

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