An Insider’s Guide For Getting The Most Out Of Your PR Agency

I have been the founder and CEO of a PR agency for over 15 years.

For what it’s worth, I came from the brand side — most recently as the CMO of Martha Stewart Living Omnimedia. And I’ve managed many PR agencies among other agency partners for years. Truthfully, I never thought I’d be running a PR agency of my own. As a result of my experiences both on the (advertising) agency side and on the client side, I bring my own unique perspective to all of this.

One of the questions I get asked most often is, “How can I get the most out of my PR agency?” Whether it’s a prospective client asking how we can best work together, or it’s a friend or acquaintance asking how they can ensure they’re getting what they pay for from their PR team, the same handful of answers are true.

So, I thought it would be helpful to put together an “insider’s guide” for getting the most out of your PR agency.

1. Communicate clearly what your objectives are for PR.

The biggest mistake entrepreneurs, executives, and companies make when hiring a PR firm is not clearly defining a strategy.

Sometimes, people hire a PR agency just because they feel like they need to, or they think, “I need to have a quick push for…