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Choosing and Using a PR Agency

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Places available:
Points Awarded: 
Course Type: 
Classroom based

The need for this course was suggested by the fact that over half of PRCA members’ principal client contacts have not undergone formal training in the management of public relations programmes. The course is designed to provide managers and marketers – non-PR-specialists with responsibility for public relations and/or personal involvement in PR programmes – with an intensive, one-day introduction to public relations: what it can do, how it works, what it costs, how to measure its performance, how to co-ordinate PR with other communications techniques, and how to get the best from PR agencies.

Course Objectives: 

Participants will complete the course understanding the science of public relations and knowing how to use a set of basic tools to formulate PR objectives, monitor progress and manage the contribution of public relations departments and public relations consultancies.

Learning Objectives: 

Section 1 - Introduction to PR and PR Agencies

What is PR? & What can PR do?
Legal aspects, ethics and regulation
PR people: who they are, key skills and talents
PR agencies: the shape and structure of the UK PR industry

Section 2 - How it works
How PR works: mobilising the media and other third-parties
Formulating a PR brief: objectives, stakeholders, messages, channels
Budgets: fees, costs, expenses. Typical PR budgets – Practical example & exercise
Contingencies: handling surprises – opportunities and problems

Section 3 – Agency Relationships
Choosing a PR agency: long-list, short-list, pitch, selection criteria
Hiring a PR agency: T&C’s, KPIs, reporting system, incentives/penalties
Managing a PR agency: from briefing and evaluation to people / performance issues
Agency relationships: how to be the agency’s favourite client

Section 4 - Online Communications
Online communication: online media, social networks
Role of social media in PR - social media agency versus PR agency
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Participants are provided with a set of notes and checklists covering all the tools and techniques described during the course. The course slides are available in digital and hard-copy form. Access to the trainer for questions and discussion is offered free of charge for a period of six months.