Selecting and Managing your PR Agency

Selecting and Managing your PR Agency

(1 day)

Ideal for

Marketing communications professionals and managers who may be new to working with a PR agency.

Benefits

With value for money uppermost in everyone's minds, it is more important than ever to make sure you are getting the most benefit from your PR agency.

This course will enable delegates to open discussions with PR agencies to start the selection process; relate overall business objectives to public relations objectives; justify the value of PR to senior management and set measurable objectives for an agency.

Content of the course

• What is PR? Why do we do it? Why do we need an agency?
• What do we want to achieve? What does the company need?
• Converting the overall need into a PR requirement
• Talking to agencies. Possible selection processes
• Developing a budget
• Developing a shared understanding. Developing a plan
• Getting management involved
• Training for managers - what journalists want
• Day to day involvement - manage the agency, don't let them manage you
• The pitfalls of outsourcing reputation management
• Measurement and what to do with it