Getting the best from your PR Agency

By: Henshall Centre  08/10/2009
Keywords: PR Strategy

Delegates learn how to:

· Brief their agency so as to give a solid foundation for a successful programme

· Establish the confidence and trust that allows both parties work more effectively

· Set attainable expectations that can be supported by management ·

Establish workable systems for monitoring progress and making 'course corrections' as needed · Build an effective evaluation process with meaningful feedback


In the Beginning Often, the most difficult phase of the relationship between an organisation and its agency is the early 'honeymoon' period. Important time and impetus can be wasted if the agency is not brought up to speed effectively. A comprehensive briefing is critical as you get to know your agency team and they get to know you.

Implementation It is critical that you and your agency share a clear, common understanding of what you require. This must be realistic and within the agency's remit. Then they must deliver to objectives and to your professional standards.

Interpersonal Skills Good people skills are vital to get the best from your agency team. This involves understanding individual responsibilities, the agency hierarchy and the principles of clarity in goal setting.

Monitoring and Evaluation Evaluation goes well beyond press coverage. Management systems are needed to keep track of progress, adjust where necessary and plan for the future. How to ensure that agency feedback gives you the information you need for each of these functions

Keywords: PR Strategy