The first step towards working with a PR agency is to produce a brief. This is crucial to the success of your work together, and should outline:

• What you want to achieve?
• Who you want to communicate with?
• Your priority messages and ideas
• Any relevant background
• Budget

For best results, the briefing process should include a face to face discussion as well as a written brief. You can then ask the public relations agency to send you a written proposal outlining their recommendations. Once you have considered this, you can invite them in to ‘pitch’ or present their ideas. This then provides you with the opportunity to engage in open discussion about how their ideas may work for you, how the account will be run and how it will be staffed. Remember, the more information you share with your PR agency, the more accurately the results will reflect your purposes.