If you engage a legal firm, more likely than not, you will not only listen to their advise, but also act on it. So why do so many companies engage a PR agency or freelancer, sometimes with a hefty retainer, only to ignore the guidance they paid for? Sadly, this is a question that many PR professional face on a regular basis. In order to save your company money and frustration, it is critical to be prepared before engaging with a PR agency or freelancer.
- Make sure your leadership team is on the same page. Check out the resources available for download here and discuss them in detail with your colleagues.
- Start with a short term (3-6 month) engagement. Some agencies may require a year commitment but try to work out a shorter term project so that your team and your agencies or freelancer can test out the working arrangement and see if there's a good chemistry.
- Be honest with yourself. Are you going to micromanage or relinquish control of your PR program? If you aren't going to listen and respect the advice of your agency, maybe you just aren't ready for a PR program.
So are you ready?