Appointing a PR agency can represent a significant investment for a firm, and ensuring it is a successful relationship will involve time, effort and energy from both parties.
We spoke with Matt Baldwin about ‘how to successfully appoint a PR agency and how to make a success of the relationship when you have’. This discussion explores the questions a firm should ask itself when looking to appoint an external PR agency, the questions they should be asking proposed agencies, and best practice in making that relationship work.
Matt is a specialist in PR strategy, media relations, crisis management and marketing communications. For the past 20 years Matt has worked with the legal profession – a period that has seen dramatic change and consolidation. He has held senior in-house communications and business development roles in some of the country’s largest law firms, before establishing Coast with his partner in 2003.
- Why do law firms work for external PR agencies?
- What prompts a firm to use a PR agency?
- The briefing process
- Hiring a PR agency
- The onboarding process
- Follow through and maintaining activity levels
- Ideal contract lengths
- What to do if things don’t work out?