How to get the best from your PR partner
Finding the right PR partner is a crucial step in ensuring your organisation is understood and trusted by its audiences.
A good relationship with your retained consultants paves the way for smoother collaboration. Recognising what makes you a good fit is the first step to a perfect partnership. And that’s exactly what it should be: a partnership.
Our support for clients covers different strands of activity – from strategy to delivery – across content, PR, design and engagement. Although client requirements differ, we’ve found there are similar traits that underpin a successful relationship between client and agency, which sit at the heart of the fantastic satisfaction scores our clients give us.
Taking this on board, here are five things to consider when working with an agency to ensure your partnership thrives.
#1 Know where you’re heading, and what you need
Before engaging a PR agency, it’s important to have a sense of what you want to achieve.
A good team will work with you to develop a comprehensive strategy once commissioned, but having an idea in mind of your goals can help them to formulate a stronger brief for the type of support that you need.
This is why we always encourage clients to spend time at the outset understanding where they are and where they need to get to. With this in place, you can more confidently ensure that you work with the right communications team to help you to get there.
Communications support covers a wide range of disciplines. Identifying your priorities will help you to find the right expertise – and ultimately get results that make an impact.
#2 Think about budget
Budgets for PR campaigns or retainers vary depending on what’s needed (aka the scope of work). At Distinctive, there is no ‘off the shelf’ solution and we develop a fee structure and scope based on requirements.
Beginning initial discussions with at least a ball-park figure enables more constructive and realistic conversations from the start.
Being open with your agency from the outset helps them to provide solutions that work for you. It also sets you up for a strong working relationship and ensures that both parties can deliver to clear expectations.
#3 Think about specialisms
Some agencies specialise in certain sectors, disciplines, and geographies – or any combination of the three. When selecting an agency, consider their expertise and whether it meets your needs.
We’re proud to work with companies in the built environment across the UK – place-makers, construction firms, and property companies – skills and training providers and purposeful businesses, including charities, CICs and people-centric organisations in the South West.
Our strong relationships with journalists, in-depth understanding of industry trends, and knowledge of relevant media titles allows us to deliver impactful results for our clients within these areas.
Our knowledge of places and the sectors enable us to build trusted relationships on our clients’ behalf.
And our understanding of the sectors we work in enables our teams to speak knowledgeably and credibly for our clients.
Take time to understand how your agency’s knowledge and expertise can help your organisation.
#4 Make time, and agree ways of working
Your PR agency’s success depends on your input. Make time for them. An hour a month for a meeting can maintain momentum and facilitate success. Share information, communicate openly and agree clear protocols early to streamline approvals.
Providing information in a timely manner, being clear on requirements and deadlines, and creating an honest working relationship will ensure you’re on the same page as work progresses. This applies to both sides, agency and client. Remember, you’re on the same team and working towards the same goals.
We prioritise building trust with our clients to become part of their team – standing by their side as trusted advisors.
It works best when clients give us the time and space any professional relationship needs to succeed.
#5 Talk, and listen
Be honest – if you need to adjust the plan, say so. If you want to receive updates a different way, tell them. Ask questions, be open to ideas, and discuss things constructively.
A good PR agency should be agile and regularly evaluate what works and what doesn’t to ensure that you’re achieving your goals.
Clarity, transparency, and accountability are the cornerstones of a strong agency-client relationship.
At Distinctive, we pride ourselves on having open and honest conversations with our clients to achieve meaningful results.
As a small team, we know that clients’ success is crucial to our success. We’re grateful for their trust in us and are proud to support them.
If you’re interested in discussing the communications requirement for your project or company, get in touch for an initial discussion.
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Photo by Andrew Moca on Unsplash
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