Partnering with a PR agency can transform your business visibility, but like all relationships success can depend on setting realistic expectations and undertaking proper preparation, writes Osborn Communications director Chris Leggett.
If you recognise that you need external help and want to see your profile grow, understanding what agencies deliver plus what they need from you in return is crucial for achieving meaningful results.
At Osborn we have received positive feedback for our onboarding approach with customer comments such as: “They have made the process very easy for us which has allowed us to carry on with the day job.”
Another client wrote: “Right from the start, I noticed how much attention they pay to the little details. What’s great is that they don’t just react to the immediate stuff; they’re always thinking ahead to keep us on the right track.”
A third wrote: “Great service got us into our mainstream publications within a couple of weeks, understood the brief fully even with little or no experience of our industry. Highly recommend, thanks.”
All of this is pleasing to receive as we work hard to make the onboarding process as smooth as possible but we do not take for granted that many businesses ask for help with little experience of working with a third party adviser for communications.
With this in mind, we offer some general advice so you can be ready to make the most of the journey ahead with your PR partner.
What your PR agency will provide
Depending on the brief you have set and the goals you have requested, your agency will have its own approach to working to achieve your ambitions.
In general, a professional PR agency acts as your brand’s external voice, developing strategic campaigns that enhance reputation and engage new audiences in line with your business aims.
You can expect any of a range of activities, including content production, media outreach to generate coverage across regional, national or industry publications, plus online platforms and broadcast media.
Beyond traditional press relations, agencies create tailored content for company websites, social media platforms, and marketing materials, ensuring consistent messaging that resonates with your target audience.
Your agency may also handle crisis communications, award submissions, and thought leadership opportunities, positioning your business as an industry authority while building valuable media relationships on your behalf.
Essential information you may need to provide
To maximise engagement, like any external partner new to your business your PR agency needs comprehensive background information.
This could include everything from a detailed company history, key personnel profiles, the unique selling propositions, and specific business objectives.
They will also look to you to share details of upcoming product launches, significant milestones, awards, customer success stories, and any newsworthy developments.
Get ready to provide access to company spokespeople, high-quality imagery, and existing marketing materials, but if there are limits to what you can do or afford it is best to be transparent from the outset about budget constraints, timelines, and any sensitive topics that should be avoided.
The more context you provide about your industry, competitors, and target customers, the better your agency can craft compelling narratives.
Setting Realistic Expectations
PR can make a positive difference but it is best viewed as a long-term investment, not an overnight solution.
Quality media coverage takes time to develop, and relationship building with journalists is gradual.
While agencies bring expertise and connections, they cannot guarantee specific coverage outcomes as media priority decisions ultimately rest with editors and journalists.
Success requires ongoing collaboration so expect to offer regular communication, prompt feedback on proposed content and a willingness to participate in interviews or events.
Your agency will soon become an extension of your team, but your active involvement ensures campaigns remain authentic and aligned with business goals.
Working with the right PR agency transforms how your business communicates with the world, driving engagement and building lasting reputation.
Everyone will have their own views but there are some common themes. Your agency should treat you as a unique client, be resilient and want to chase down every opportunity to spread the word for you. We wish you all the best working with whoever you select.
If you’d like support with amplifying your business profile, we can help. Osborn’s clients benefit from our years of experience generating positive content for diverse audiences. Drop us a line to book in a chat.