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
- 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.