Collaborating With A PR Agency: A Guide for First-Timers

Whether you’re a startup looking to get the word out about your brand or a seasoned MNC looking to stay relevant in a competitive market, working with an agency is one of the best ways to scale up your PR and marketing. What this means, however, is that you’re entrusting an external partner with your story and your brand. And this is a process about which you may well have several questions, such as: “What will the day-to-day of our collaboration look like? How involved do I have to be in the little things? How much control do I have to hand over to the agency? When will I start seeing results?”

These are all valid questions, and it’s important to have them answered to your satisfaction before you invest in an agency. So today, we’ll walk you through the fundamentals of what an agency collaboration will look like, from the initial conversations to continued support.

Stage One: Discovery

This stage lays the groundwork for everything that is to come. It can take up a few weeks to complete — but the investment is more than worth it.

• Your PR agency will start by getting to know your brand, its history, its objectives and mission statement, the values it stands for, and where it currently stands in the market. This will typically include a deep dive session with the company leadership.
• Based on these discussions, the agency will help you define specific goals for the partnership. These could look like: “build a credible digital footprint for the brand” or “build familiarity with tier 1 media nationally”.
• After this comes an extensive research phase, wherein the agency studies your industry and your company materials and engages with stakeholders on your team to build a comprehensive plan around the best strategies to promote your business. They will then present this plan to you, including suitable media opportunities, key messaging recommendations, online/offline channels to focus on, and more. They will also share expected timelines for results and anticipated costs.
• You will then work together to clarify doubts, refine the message, and finalise the strategy.

Best practice: Don’t be afraid to share any questions or objections you have about the strategy, however minor. Remember that this is where your brand’s overarching story is being laid out. Your contributions are key to making the story as relevant as possible.

Stage Two: Planning/Ideation

Once the strategy is finalised, it’s time to get the processes in place. You and your agency will assign points of contact for all communications, and agree on channels through which to share messages and updates (email/Slack/phone/other platforms). The agency will also share any expectations around deadlines for responses, especially for any time-sensitive media opportunities.

Best practice: Be clear about the communication channels, timelines, and approval processes you’re comfortable with. If there’s a specific format you prefer for your weekly updates, or if there’s a particular metric you want the team to keep an eye on, say so. The more you’re in agreement about processes, the fewer hiccups there will be once campaigns get underway.

Stage Three: Execution

Time to get rolling with your PR campaigns and online marketing! The agency will use the strategy document to start crafting relevant content and connecting with media outlets and publications where that content can be shared. They will also share social media content to boost engagement and amplify your brand message. And whenever any unique media opportunity comes along, they’ll have a fast-response plan in place to help your brand make the most of it.

Best practice: Bear in mind that news cycles move fast, and that opportunities are often fleeting. Make sure that your point of contact is always reachable on the channel you’ve agreed on so that any approvals can be quickly cleared. And this process goes two ways — if there’s a particular trade show, publication opportunity, or speaking engagement you’re interested in, let the agency know as soon as possible.

Stage Four: Measurement and Refining

Numbers are at the heart of every successful PR strategy, and your agency will be keeping tabs on all relevant metrics for your big campaigns as well as your day-to-day marketing activities. When you have a campaign going on, expect frequent updates on how your content and media placements are performing against predetermined KPIs. In addition, there will be comprehensive reviews every few months (typically at the end of every quarter), giving you a full picture of your performance during that time period and laying out the activities planned for the upcoming period.

Best practice: Be sure to keep your PR agency updated on any important events or changes, such as new CSR projects you’re investing in or strategic hires you’re making. This will help them craft the right narrative for every stage and choose the best platforms/audiences to share it with.

FAQs about the process

Let’s tackle some commonly asked questions about the agency collaboration process.

• Do I need to speak to the agency every day? Not necessarily. Your point of contact with the agency will typically reach out to you with weekly updates on your active campaigns, as well as any requests for information. Any other communication can be need-based.
• Will I have the final say on any and all campaigns? Your agency will craft campaigns that it deems most suitable for brand building, and your point of contact may advocate for or against any given strategy based on their industry experience. However, they will never put out anything without your full and final approval.
• Can the agency help me with my personal brand building? Many agencies offer personal branding and media promotion as a special service for the CEOs and spokespeople of their client companies. Feel free to reach out to your point of contact to know more.
• How soon can I expect to see results from the agency’s PR efforts? A top-notch agency will invest in strategies that are best suited to your brand and that have been proven to pay off in a timely fashion. However, it’s important to remember that an authentic brand presence is not built overnight. You’ll need to consistently show up with quality content and media campaigns to be recognised as a credible brand. And your agency will be happy to show you your progress in terms of metrics that go beyond follower count or the number of likes on a post.

Forging authentic bonds

As with any new relationship, building a solid bond with your PR agency will take time. The right agency will respect this process and give you all the support you need to get the most out of the relationship. In turn, we recommend trusting your agency to do the right thing for your brand — they bring industry experience and fresh perspectives that can give your PR presence the boost it needs, while staying true to your values and brand identity.

At Star Squared PR, we’re known for our 360-degree approach to every client relationship we sign on. We believe that the best PR stems from an authentic understanding of what you believe in as a brand, and prioritise keeping your voice front and centre from day one. And over the last ten years, we’ve been proud to shape the brand stories of hundreds of companies, large and small.

Ready to embark on an exciting new partnership? Reach out today to book a call with our team. We’d be delighted to show you what we can do for you.