If you are still thinking of hiring an agency to help with your marketing and PR, or you have just signed with one, you may be wondering: how do I maximise my investment? In part three of our series designed for founders navigating how to best engage with PR and Marketing experts, we’ll show you how to work with an agency in a way that actually delivers and how to know when things are going off track.

Missed parts one and two of our series? Check them out here:

Part one: Five key indicators that you need marketing and PR for your company

Part two: Founders: How Do You Pick a Marketing Agency That Gets Your Vision

Share your goals and expectations

 

You surely have internal business goals, either short- or long-term. The very first thing you should do is paint a picture of what these are for your agency. Let them know what your vision for the future is and where your company should be in one year. It is important to be honest at this stage. Next, set expectations about how much time you can dedicate to communications activity and what your view of success is in the partnership. 

Immerse your agency in your company

Send all available material to the agency you are working with. They need to know as much information about your positioning, your company values, your product, etc., as possible. Only once informed, they will be able to provide valuable insights and recommendations. Encourage them to ask questions about your business and to have briefing calls with your staff. We find that the most important information about a business can be said in passing during these briefing calls! Offering all these materials from the jump creates a solid foundation for your agency.

Listen 

Yes, you indeed know your business better than an external partner. But don’t forget that the agency you hired has/had other clients in your space, even some former competitors. This gives them an understanding of what has worked and what hasn’t. This valuable industry knowledge can be a great asset to you. Rely on their experience and expertise on what works and what doesn’t. You may feel that an article is not technical enough, but your agency understands your audience and the journalists who help you get to them. 

Be willing to try

Creativity doesn’t live in a place of comfort. If you want your agency to be creative, allow them, even encourage them, to show you the crazy ideas. Then be willing to experiment with ideas you are most comfortable with. Don’t expect great results immediately, especially if you are trying something new. Try, learn from results, refine, then try again!

Be open and honest

 

Be honest with your agency. If something is not as you expected, try to understand why by talking to them. See them as a partner in the true sense of the word and treat them respectfully and speak to them candidly. This will help you both understand if things need to change, if you are working in the most efficient way possible or if there is still room for improvement. Honest feedback from both parties is important in trying to make processes better.

Getting the most out of your agency is about building a solid relationship grounded in trust, transparency and shared goals. It does not mean clocking in additional hours, to micromanage a new team. When you invest time in aligning your agency with your vision from the start and remain open to creativity and feedback, the results will follow. 

Looking for more guidance? Reach out to our experts today to get started