1. Clear Communication
Why? Be specific about what you want to achieve. This could range from brand awareness to increased sales. A focused, targeted campaign is easier for the agency to manage as the team is clear on what needs to be done. From the client perspective, clear goals and objectives makes results easier to process. You’d be surprised at how many companies don’t have specific goals.
Top tip: Once you’ve set and communicated your goals, schedule regular meetings to discuss progress, upcoming campaigns, and any adjustments needed. We recommend weekly/bi-weekly calls.
2. Provide Detailed Information
Why? Share your company’s history, mission, values, and key messages. Yes, agencies can glean this from your website but there will information that isn’t on the website that would be hugely helpful if shared. Often, that cool idea is hidden in the detail.
Top tip: Provide data on your target audience, market trends, and competitive landscape. Take time to sit down with your agency and talk history, values and what the future looks like.
3. Set Realistic Expectations
Why? Because PR results take time. This is expected with print but digital takes time too. All media, influencers included, have plans and schedules. Discussing realistic timelines for your different goals will help all-round.
Top tip: Agree on the key performance indicators (KPIs) together. How will success be measured? What does success look like?
4. Be Open to Ideas
Why? Relax, we know what we’re doing. We do it all day and have been doing it for several years now. Be open to our creative strategies and give us a heads up on anything new and exciting that’s happening in your world.
Top Tip: Have those conversations and be open and honest. If you don’t like a creative idea why is that? Perhaps it can be refined. Keep the conversation going.
5. Share
How? It’s only too late if it’s over. An impromptu launch? Tell us about it! A last-minute sign up to a consumer/trade show? We want to know. We are massive planners and ideally would like to know all this well in advance however life doesn’t always work like that, and we understand. If we know we can find ways of maximising your efforts, but the key is to tell us.
Top Tip: Add a bullet point to your weekly/biweekly agenda: “Surprise revelations!”.
6. Checkout all services offered by your agency
Why? We can make your life easier. Remember, PR agencies are about communication and from content creation so can produce copy for articles, blogs and newsletters as well as press releases. Events, influencer marketing campaigns and here at Spring, retailer support are also services that we offer. You’ll likely get a better price and the service will more easily align with the rest of the marketing activities that you are running with your agency. If your agency doesn’t offer a specific service, it will probably know a reputable company that does.
Top Tip: If you’re looking for a specific marketing service ask your PR agency, even if it’s not listed on their website. You don’t have to use them but if nothing else it gives you a starting point.
7. Measure and Analyse Results
Why? Most reputable agencies have sophisticated tools to track and measure coverage and they should be sending this to you monthly at least. Remember to look at it! There’s a whole lot of intel in there, from competitor comparisons to trends.
Top Tip: Regularly review the reports provided by the agency and discuss the findings. If you’re not getting exactly what you need have a chat. They may have another tool in their armoury.
8. Budget Wisely
Why? It works in your favour to be open and honest about budgets if you’re to get the most out of your spend. Give your agency an amount up front and they can work on delivering the best value for you. Budgets squeezed? Share that and your agency and they should be able to offer budget-friendly options.
Top Tip: Don’t try to do too much. Keep focused and targeted so that you can concentrate on strategies that provide the highest return on investment.
9. Prepare To Be Sociable
Why? Keep up with industry news and trends and circulate. If your agency is worth its salt, it will offer you opportunities where you can collaborate with like-minded people. We are big believers in putting our brand representatives in front of influencers and media so that both parties get the most out of the relationship (although this isn’t usual).
Top Tip: Use events and networking opportunities suggested by your agency to boost your profile.
10. Maintain a Long-Term Perspective
Why? We have clients that have been with us for over 20 years (although that is unusual) and our average is around seven (which is also unusual). However, a long-term view to your relationship means an in-depth knowledge bank, complete alignment with your values, an innate sense of what works and savings. Likewise, focus on long-term relationships with media and influencers rather than short-term wins, this approach can deliver loyalty, added value and stronger messaging.
Top Tip: Begin your relationship with the aim of it being long-term. It doesn’t have to be a 20-year contract (!) but sticking with your media partners, key influencers and your PR agency for several years will reap a multitude of benefits.
By following these strategies, you can ensure that you’re not only utilising your PR agency effectively but also fostering a partnership that drives sustained growth and success for your business.