How to Get the Most Out of Working With Your PR Agency (From My Side of the Table)

Some of the best relationships we’ve had at Briscoe PR have lasted years – not because of how many things we delivered, but because of how closely we worked with the client. Over time I’ve learned that the relationship is what enables you to get the most out of working with your PR agency.

A brilliant strategy means nothing without a collaborative partnership. Here’s what I believe makes a PR/client relationship work.

1. Treat your PR agency like part of your team

Share your plans, your challenges, your concerns and your ambitions.
The more we know, the better we can help.

2. Keep communication regular

Monthly or quarterly reviews aren’t admin – they’re where the strategy gets sharper.
I always say: silence kills momentum.

3. Feed your agency stories

We can spot angles, but we can’t invent news that isn’t there.
If I know what’s happening inside your business, I can shape it into opportunity.

4. Use your PR content across all channels

Coverage shouldn’t sit on a shelf.
Share it internally, push it out on social, use it in sales, include it in recruitment.

5. Be open, honest and clear

If something isn’t working – tell us; If something is working brilliantly – tell us that too.
Honesty strengthens the strategy.

6. Commit to the long term

I’ve never seen PR deliver its best work in three months.
Nine months, 12 months, 18 months – that’s when the real value emerges.

My recommendation to get the most out of working with your PR agency in 2026

If you want to get the most from your PR agency in 2026, invest in the relationship.
PR isn’t a service – it’s a partnership. And the better the partnership, the better the results.

Find out how we like to work with our clients.