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8 steps to a happy PR marriage

Written by: Janine Lloyd

Article Overview: Getting into bed with an agency is more than a casual relationship, it is like a marriage. To avoid your relationship with your PR firm ending in divorce, this article provides the vital ingredients for your PR ‘marriage’ to succeed.

8 steps to a happy PR marriage

Today there are a plethora of PR companies out there, some performing and others not. There are many varieties: large; small; those offering niche services; those specialising in a niche industry; and the full-service marketing communications agency. There are those that deliver outstanding results and those who promise the world and deliver very little. So, how do you sift through them to determine who is the right agency for you?

Getting into bed with an agency is more than a casual relationship, it is a marriage. If you are not careful the relationship will quickly go from whirlwind romance, with its giddy-headed expectations, to the harsh reality of non-performance, bad communication and eventually resentment. To avoid ending in divorce there are some vital ingredients your PR marriage will require for success, culminating in a mutually beneficial long-term partnership.

Tip 1 – Is there Chemistry?
This sounds trite, however there needs to be a mutual meeting of the minds or to put it another way you need to be on the same wave length with your PR company. If you are a fast-paced organisation, is your PR company able to think-on-their-feet? Are they flexible? If you are a large organisation that requires sensitivity and that procedures must be followed, do you want a non-conformist running your PR campaign? If your company is primarily young, hip and forward thinking, do you have a PR firm that matches your character? Consider carefully the values and personality of your company and make sure your PR company has the same.






Tip 2 – Is there understanding?
Does the PR company ‘get’ your industry and your business? Do you understand their capabilities and weaknesses? Are they willing to delve and immerse themselves within your company to ensure understanding? The PR company will always have a learning curve period - usually in the first 3 months of the campaign – thereafter the PR company should be able to represent your business as a staff member would.

Tip 3 – Is it marriage to last?
Are you entering this marriage with the view that you can always get out of it, or are you only willing to commit to a three-month contract? As in relationships, having one foot out the door and not committing to your PR is a certain recipe for disaster. This applies to the PR company too, if they are only in it for the cash and not committed to developing a long-term relationship, then they are probably not the agency for you. Consider what makes for a successful PR relationship and work hard from your side to ensure you are giving the commitment it deserves. Many PR relationships fail because one or other of the partners is not giving or providing what they should.

Tip 4 – Do you know where you are headed?
You will need to ensure that you are headed in the same direction. This means setting goals and messages upfront that are aligned to the business objectives and vision. It also means checking in at least quarterly to find out how you are doing? When you change the course of your direction don’t forget to involve your PR company as soon as possible. They may be able to provide invaluable advice and perspective. Do not accept a PR company that is unable to provide yearly and quarterly plans which are aligned to the business objectives of your company.

Tip 5 - Do you have a ‘fighting’ strategy?
Many companies face some form of crises which more often than not can be planned for upfront. Meet with your PR company to draw up company policy, scenario plans, communications procedures and messages in anticipation of these disasters. Some crises are just not foreseen, however once you are aware of them, involve the PR and Communications team as early as possible – they will be critical to how you respond. If your PR agency does not have the skills in-house, contract in a reputable consultant who is able to advise and direct you in this matter.

Tip 6 – Are you openly communicating?
Are you able to pick up the phone any time and speak directly to any person at your PR agency? Are you telling them the truth? Are you giving them all the information they need to carry out their job? Are you giving them access to key people within your organisation? At the same time you need to ensure that the PR company is communicating with you every step of the way. There will be times when the PR company and you will disagree, are you able to openly debate or disagree and then resolve conflicts amicably and maturely? It is vital that there is clear two-way communication between you and the PR team.

Tip 7 – Invest in the relationship.
Consider meeting quarterly off-site for lunch or breakfast to build positive relationships. Include the PR company in key staff events and gatherings to ensure they feel part of your team. Add them to your staff email list, birthday calendar and other communication tools. Don’t see them as suppliers but a vital part of your team.

Tip 8 – How are you performing?
Part of making a relationship successful is to check in with your partner on how you are doing? Are you happy? Are they happy? With your PR company, or in-house team, ensure that you have regular performance reviews – Yearly, six-monthly or quarterly, whichever will give you the most value. Don’t just measure how they are doing, but also be truthful about whether you are playing your part or not.

In conclusion, view your PR relationship as a long-term commitment that requires honesty, integrity, respect and good communication. So, go forth and multiply.



Today there are a plethora of PR companies out there, some performing and others not. There are many varieties: large; small; those offering niche services; those specialising in a niche industry; and the full-service marketing communications agency. There are those that deliver outstanding results and those who promise the world and deliver very little. So, how do you sift through them to determine who is the right agency for you?

Getting into bed with an agency is more than a casual relationship, it is a marriage. If you are not careful the relationship will quickly go from whirlwind romance, with its giddy-headed expectations, to the harsh reality of non-performance, bad communication and eventually resentment. To avoid ending in divorce there are some vital ingredients your PR marriage will require for success, culminating in a mutually beneficial long-term partnership.

Tip 1 – Is there Chemistry?
This sounds trite, however there needs to be a mutual meeting of the minds or to put it another way you need to be on the same wave length with your PR company. If you are a fast-paced organisation, is your PR company able to think-on-their-feet? Are they flexible? If you are a large organisation that requires sensitivity and that procedures must be followed, do you want a non-conformist running your PR campaign? If your company is primarily young, hip and forward thinking, do you have a PR firm that matches your character? Consider carefully the values and personality of your company and make sure your PR company has the same.






Tip 2 – Is there understanding?
Does the PR company ‘get’ your industry and your business? Do you understand their capabilities and weaknesses? Are they willing to delve and immerse themselves within your company to ensure understanding? The PR company will always have a learning curve period - usually in the first 3 months of the campaign – thereafter the PR company should be able to represent your business as a staff member would.

Tip 3 – Is it marriage to last?
Are you entering this marriage with the view that you can always get out of it, or are you only willing to commit to a three-month contract? As in relationships, having one foot out the door and not committing to your PR is a certain recipe for disaster. This applies to the PR company too, if they are only in it for the cash and not committed to developing a long-term relationship, then they are probably not the agency for you. Consider what makes for a successful PR relationship and work hard from your side to ensure you are giving the commitment it deserves. Many PR relationships fail because one or other of the partners is not giving or providing what they should.

Tip 4 – Do you know where you are headed?
You will need to ensure that you are headed in the same direction. This means setting goals and messages upfront that are aligned to the business objectives and vision. It also means checking in at least quarterly to find out how you are doing? When you change the course of your direction don’t forget to involve your PR company as soon as possible. They may be able to provide invaluable advice and perspective. Do not accept a PR company that is unable to provide yearly and quarterly plans which are aligned to the business objectives of your company.

Tip 5 - Do you have a ‘fighting’ strategy?
Many companies face some form of crises which more often than not can be planned for upfront. Meet with your PR company to draw up company policy, scenario plans, communications procedures and messages in anticipation of these disasters. Some crises are just not foreseen, however once you are aware of them, involve the PR and Communications team as early as possible – they will be critical to how you respond. If your PR agency does not have the skills in-house, contract in a reputable consultant who is able to advise and direct you in this matter.

Tip 6 – Are you openly communicating?
Are you able to pick up the phone any time and speak directly to any person at your PR agency? Are you telling them the truth? Are you giving them all the information they need to carry out their job? Are you giving them access to key people within your organisation? At the same time you need to ensure that the PR company is communicating with you every step of the way. There will be times when the PR company and you will disagree, are you able to openly debate or disagree and then resolve conflicts amicably and maturely? It is vital that there is clear two-way communication between you and the PR team.

Tip 7 – Invest in the relationship.
Consider meeting quarterly off-site for lunch or breakfast to build positive relationships. Include the PR company in key staff events and gatherings to ensure they feel part of your team. Add them to your staff email list, birthday calendar and other communication tools. Don’t see them as suppliers but a vital part of your team.

Tip 8 – How are you performing?
Part of making a relationship successful is to check in with your partner on how you are doing? Are you happy? Are they happy? With your PR company, or in-house team, ensure that you have regular performance reviews – Yearly, six-monthly or quarterly, whichever will give you the most value. Don’t just measure how they are doing, but also be truthful about whether you are playing your part or not.

In conclusion, view your PR relationship as a long-term commitment that requires honesty, integrity, respect and good communication. So, go forth and multiply.

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