Overview

In the Beginning:
Often, the most difficult phase of the relationship between an
organisation and its agency is the early ‘honeymoon’ period.
Important time and impetus can be wasted if the agency is
not brought up to speed effectively.

A comprehensive briefing is critical as you get to know your
agency team and they get to know you.

Implementation:
It is critical that you and your agency share a clear, common
understanding of what you require. This must be realistic
and within the agency’s remit. Then they must deliver to
objectives and to your professional standards.

Interpersonal Skills:
Good people skills are vital to get the best from your
agency team. This involves understanding individual
responsibilities, the agency hierarchy and the principles of
clarity in goal setting.

Monitoring and Evaluation:
Evaluation goes well beyond press coverage. Management
systems are needed to keep track of progress, adjust where
necessary and plan for the future.

Who is it for?

A one-day workshop for those who need to maximise the performance
of one or more public relations agencies.

Getting the Best from your PR Agency shows how best to use
this significant communications resource to help achieve your
organisation’s objectives. It is about managing the agency, not
managing PR.

The course complements Developing PR Strategy. That course
addresses how to integrate public relations into corporate management.

What will I learn?

Delegates focus on how their public relations agency fits effectively into their organisation and contributes to achieving its goals.

They are shown a reporting framework that highlights any need for corrective action.

They learn the responsibilities necessary to
become a “good client”.

• Brief their agency so as to give a solid foundation for a successful programme.
• Establish the confidence and trust that allows both parties work more effectively.

How will I be assessed?

A Certificate of Attendance available on request.

Address

Business Design Centre
52 Upper Street
Islington
LONDON
N1 0QH.

Travel Information

Details can be found on henshallcentre.com

Additional Notes

Our website shows:

Terms of Business;

EarlyBrid discounts, SuperSaver prices and all course details.

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