5 tips for getting the most out of your PR agency

A truly successful strategy requires your active participation. Here are five tips to help you make sure you’re getting the most out of your firm:

1. Keep them in the loop. Communication is essential in any successful, ongoing relationship. This might seem obvious, but many companies have a habit of bringing in a new agency for an extensive “data dump” at the beginning, but ongoing communication takes a nosedive as things get busy internally. Once you bring agency staffers into the loop, be sure to keep them there. Treat them as part of the team, not like external vendors.

Business changes every day, so holding regular meetings to discuss the latest product news and company goings-on will ensure your agency has the information it needs to attain great results. If your schedule gets busy, forward emails that can fill in the blanks or get agency staffers thinking. You might also consider inviting your PR team to listen in on internal sales and marketing calls—great ideas might be percolating that you didn’t realize had PR value.