Communicating well with your PR agency is the key to a positive and prosperous relationship with not just the agency but also prospective customers, media, bloggers and influencers. At times, miscommunication between your business and PR agency may occur. How then, can you reap the benefits of your PR agency and make the relationship a win-win synergy?

1. Be Honest

To allow a PR agency to deliver the best results, work together to allow them to know about your brand in order to develop the most compelling story. Know that their role (day in and day out) is to create and manage publicity and credibility. Knowledge is power, especially in crisis management. Do not hide or withdraw information and expect your PR agency to handle bad publicity if it arises. Transparency is key to a successful client-agency relationship.

2. Set Clear Goals

Remember, you and your agency have a shared goal: Success of your campaign. A poor campaign is as bad to them as to you. To attain the goal, clearly set forth project objectives with your PR agency and communicate regularly with them to keep them updated. Yes, there is nothing more damaging to the client-agency relationship than consistent shifting of goal posts (and, of course, late payment).

3. Give Constructive Feedback

Yes, as a third party, PR agencies work only upon approvals. To move forward in any campaign, always furnish constructive feedback. Do not assume that the agency would know of your company’s protocols, brand guidelines or taboos if you don’t share.

Do not assume that the agency would know of your company’s protocols, brand guidelines or taboos if you don’t share.

Communication is key to the PR industry, without which your relationship with your PR agency cannot be sustained. Here at Brand Inc., we have an extensive portfolio with long standing clients simply because we have maintained positive and healthy relationships. The foundation of our client relationships is buttressed by our fortress in trust and reliability. We strongly believe in maintaining effective and transparent communication which maximises PR potential and fosters stronger working ties. 

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