by Choosing a PR agency is no small task. When a company goes through the (often lengthy) process of finding, evaluating and hiring a PR agency, some tend to think the hard part is over. And to an extent it is. However, for both the company and its new PR agency, this marks the beginning of a very important stage, one that will be a key determinant of how successful the relationship is onboarding.
A successful collaboration relies on open communication, shared objectives, and a commitment to working together towards common goals—an outcome that the onboarding phase is designed to achieve.
It lays the groundwork for strategic planning, providing the company with the knowledge, understanding, and tools to become a strong partner in PR, and giving the agency what it needs to succeed.
So, what can companies expect while onboarding a PR agency?
During onboarding, the company should be able to gain insights into how the agency operates, including timelines, deliverables, approval processes, and communication protocols. It should also get an understanding of the PR landscape, especially if it is new to working with journalists and media outlets or unfamiliar with concepts like earned, paid, and owned media.
Companies should get a sense of the current trends and shifts in the media landscape—whether it’s the growth of digital platforms, influencer marketing, or the shrinking size of newsrooms from their PR agency. These insights will help companies better understand the challenges and opportunities ahead. Additionally, in highly regulated industries and communications involving public companies, a PR agency should provide guidance through compliance requirements as part of the communications strategy.
This discovery process should involve assessing your organization’s past PR and marketing efforts and conducting in-depth interviews with your senior executives to get an understanding of the corporate business strategy, as well as competitor landscape and broader industry trends to understand market challenges and dynamics that will guide the PR strategy and program. It also involves identifying upcoming milestones or key opportunities for media exposure. These could include product launches, events, or new partnerships—any of which can serve as powerful touchpoints for PR efforts.
This information serves as the backbone of the strategic plan, which includes crafting key messages, identifying relevant media and influencers, and identifying the most effective tactics and channels. Clear metrics and KPIs should be set to measure success and guide execution. Without this approach, any PR strategy lacks focus and purpose.
In essence, onboarding is not just about starting a PR program; it’s about laying a strong foundation that delivers maximum value. By completing onboarding with a strong, compelling and thorough strategy and plan, both the company and agency are prepared for a successful partnership and can work towards achieving the company’s PR objectives effectively.
Once onboarding is complete and the initial groundwork has been laid, the focus shifts to execution. This involves implementing the plan and monitoring progress. Regular check-ins, updates, and open dialogue will ensure everyone stays aligned and PR activities remain on track.
Thinking of a PR agency as an integral part of a company’s team can transform the relationship into a true partnership. This mindset, coupled with a collaborative onboarding process, sets the stage for a successful marketing communications and PR program that can drive sustained value for your organization. By investing in this partnership, companies can harness the full potential of PR and achieve their communication and business objectives.