How to work with a PR agency: updated for 2026 (UK). To get the most out of a UK PR agency: give clear written briefs, set realistic expectations about timelines, make decisions fast (approvals within 24 hours, not weeks), be willing to comment on news as it breaks, handle social amplification yourself when placements go live, and review outcomes monthly against agreed KPIs.
The client-side work that makes PR succeed in 2026
- Clear briefs with specific commercial objectives, not “more coverage”.
- Fast turnaround on approvals (within 24 hours, not 2 weeks).
- Availability of spokespeople for interviews at short notice.
- Willingness to take opinionated public positions.
- Sharing honest internal data (customer numbers, growth metrics).
- Social amplification when placements go live.
- Sales team briefings on coverage so they can cite it.
Why most agency relationships underperform
- Client cannot decide fast enough to hit journalist deadlines.
- Spokesperson not available for interviews.
- Client takes no public positions — pitches have nothing to say.
- Placements go live and nobody amplifies.
- No monthly reviews — drift sets in.
How to work with a PR agency from day one
- Hold a proper onboarding session. Share your business goals, customers, competitors, past coverage and any sensitive issues.
- Agree objectives and KPIs in writing. Link them to business results, such as enquiries or search visibility, not just numbers of articles.
- Set a communication rhythm. A short weekly update and a monthly review keep everyone aligned.
- Name one decision-maker. A single point of contact who can approve quotes and releases quickly avoids missed deadlines.
- Give access to people and information. Spokespeople, data and customer stories are the raw material of good PR.
What a good agency should give you
- Clear plans and honest advice about what is realistic.
- Regular reporting that links activity to results.
- New ideas, not just the announcements you bring to them.
- Fast warning of risks or negative stories.
Reviewing the relationship
Every three months, look back at the original objectives together. Agree what is working, what should stop and what to try next. If the contract has a notice period, make sure both sides understand it; our PR agency agreement template shows the usual terms.
FAQs
How much time does working with a PR agency take?
Expect a few hours a month for briefings, approvals and interviews, more during launches.
How do I know if the agency is doing a good job?
Compare results with the objectives agreed at the start. The PRCA publishes guidance on professional standards that can help you set expectations.