How to Appoint a PR Agency (and what to expect from the process)
If you're thinking about working with a PR agency, it’s helpful to know what a typical engagement process looks like, and how both sides can get the most out of it. At Shakespeare Communications, we believe in making the journey clear, collaborative and efficient from day one.
Step One: The Intro Call
Every potential partnership begins with a discovery call. This is where we get to know your business, understand your goals, and explore what kind of PR support you’re looking for. It’s also your opportunity to get a feel for how we work, our approach to communications, and whether we might be the right fit. We only work with companies who feel comfortable with our (very hands-on) work style, and our ethics.
During the initial chat, we ask that you come prepared with a few essentials: a clear sense of your PR objectives, your ideal duration (is this a short campaign or a long-term partnership?), your target regions or languages, and a realistic budget. Don’t worry if you’re not sure of all the details yet - we’re happy to help shape things - but these initial insights make a big difference.
We tend to ask for a six month initial commitment, allowing us to gain deep insight into your business, and develop closer relationships with key media relevant to your sector. Six months also gives time for us to create tangible results.
Step Two: Proposal Development
Following the intro call, our team goes away and builds a tailored PR proposal for your brand. This can take anywhere from a few days to a week, depending on the complexity of the brief, the markets involved and scope of deliverables. We invest time in strategy, creative ideation, media planning and ensuring our approach is aligned with your brand tone and business goals.
Step Three: Pitch Presentation
We then present our proposal to you in a live or virtual meeting. This is your chance to ask questions, understand our thinking in more depth, and get a real sense of the team that would support you. We welcome open, honest dialogue here - it’s important that expectations and ideas are aligned from the start.
A Few Expectations…
To make this process effective and respectful of everyone’s time, there are a few things we ask in return:
A proper brief (request for proposal) or follow-up email clearly outlining your PR needs, expectations, and budget.
An indication of when you expect to decide on appointing an agency.
A commitment to reviewing and acknowledging our proposal, and if we’re not selected, a short note to let us know why. This feedback helps us grow, refine and improve.
If you’re inviting multiple agencies to pitch or requesting highly detailed proposals, we may request a proposal fee. We’re always transparent about this upfront.
PR is a partnership built on mutual understanding, creativity and trust. Whether you’re launching a new brand, handling crisis comms, or simply looking to raise your profile, a clear and collaborative start helps set the tone for great work ahead.
If you're ready to take that first step, we’d love to hear from you.