DON’T: hire a PR agency if you can’t (or won’t) devote *internal resources* to the effort. 🫠 DO: hire a PR agency when your exec team *prioritizes comms* as a key biz driver. 🤗 That’s the whole post. This is the way ✊ #publicrelations #pragency
So true!
I recently wrote a blog on this exact topic! Totally agree
Second that, Parry! A PR agency can't operate in a silo. Your internal team understands your brand voice and culture best. And the best PR comes when there's a consistent flow of this "internal message." It is not a hands-off process.
Over the last 25+ years, it's pretty common where I've started a new Corp Comms role and been told by a non-comms person that we need to get rid of a PR agency only to find after spending time with them that they've been set up to fail. They've been given no understanding of what the comms approach/strategy is trying to achieve and why; let alone an understanding of the overall business. I always wanted my PR agencies to be advisors as opposed to just executors. They can't do that if they don't have a thorough what, why and how understanding of the business...
To extend the analogy, you can throw them the keys knowing they will drive expertly, but you (the client) have to put fuel in the tank to get anywhere!
Or sponsor something and then not invest in leveraging it and then withdrawing from it because it’s deemed to be a failure. That’s a common one too.
Success in PR isn't just about hiring an agency; it's about aligning internal commitment with external expertise. When your exec team champions communication as a strategic priority, magic happens.
So true, and yet many leadership teams (esp. CEO’s and COO’s) seem to believe that they do not need to be part of the relationship with the PR agency. Which is weird, as they usually have no problem partnering with the AOR/creative agency.
Hard agree. I'd love to throw this back to PR agencies working with recruiters too. Sending an email with a job brief attached and asking us if we have anyone isn't going to get hiring managers the right talent. comms, comms, comms.
Agency Leader | PR + Communications + Marketing | Global + MENA brands | Integrated comms expert | Leading campaigns for Riyadh Air, Heinz, Dubai Holding, Little Moons, Five Guys, Al Habtoor Motors and New Balance
5moStill amazes me how many clients say 'we want more PR on this' without an ounce of actual news value to add.