How To

Our top tips to ensure you’re getting the most from your PR agency

by Sally Ellson |

PR agencies come in all shapes and sizes, but how do you know you are getting the most from yours? As a Birmingham PR agency with experience across a wide range of clients, sectors and business needs, we know what it takes for client and agency to work effectively together. Here are our top tips to ensure your agency meets the requirements of your communication strategy and adds value to your business.


Creating a strong relationship with your PR agency is fundamental to success. Treat your agency as part of your team, keep them informed, hold regular meetings and share company news to ensure the agency has the knowledge it needs to achieve the best results. An agency who is immersed in your brand or business will deliver more insightful and impactful campaigns. A best of breed agency will also keep their finger on the pulse and share insight with clients about their business or market to help inform the brief.

Measurement and evaluation

Setting clear, measurable objectives at the start of a new contract or campaign helps to ensure everyone is on the same page and will help define a positive working relationship. Be realistic in your targets and always ask for measurable systems and KPIs from your agency to show return on investment. Credible PR companies use the internationally recognised Barcelona Principles 2.0 to set a reporting schedule. Measurement and evaluation of any campaign is important to manage performance and to learn and refine. Each campaign is different and will require input and discussion for setting KPIs however adhering to the Barcelona Principles as the basis for campaign measurement is a sound platform to work from.

Effective briefing

It might sound simple but providing a PR agency with a comprehensive brief which delivers information about your business objectives, requirements, challenges, key messages, target audience and your goals is critical to success.

Remember your brief should be detailed but at the same time allow room for your agency to be creative and proactive in their approach. Expect your agency to dissect the brief and ask you questions to enable them to fully understand your outline, and feedback with a quality response.

Brief on time

Too often a client calls a PR agency with a moments’ notice to launch the next big product or organise an event. A rushed deadline creates a rushed response and sometimes results in impacting the output. This is where a comprehensive communication strategy is invaluable – knowing your key dates well in advance will help you to brief your agency in good time.

Working under pressure is a quality the PR industry thrives on however the best results are often delivered when an agency is given time to research, plan and implement a considered communication campaign.

Respect their expertise

When you make the decision to hire a PR agency you are also hiring their professionalism and expertise. Therefore, trust their advice and appreciate that their tactics will be based on experience and how best to engage the media. In a crisis your PR agency can been invaluable and act as an independent voice, aware of the bigger picture but also knowledgeable about your business.


Remember to give timely and constructive feedback as this will help develop a better relationship between client and agency. PR agencies know their role is to add value to your business and feedback helps them monitor and evaluate this. In fact, a good agency will proactively welcome feedback. If you are happy with the way a project is going, there is nothing that makes an agency happier than knowing they have a happy client! On the flip side if something isn’t working, let the agency know – they will want to learn and improve so they can refine their tactics.

If you’ve got a brief you think this Birmingham PR agency could help you with, contact us today on 01455 245 250, or email us on Alternatively, keep up to date with what we’re up to by signing up to our newsletter, or following us on Twitter, LinkedIn, Instagram or Facebook.