By Julia Labaton, president of PR Boutiques International
The end of the agency selection process is only the beginning of the relationship. Founders often make the mistake of thinking the work is “done” once the contract is signed, but the first few months are the most critical for onboarding and alignment. There is a learning curve on both sides: the agency must learn your products and goals, and you must learn the best way to work with their team.
During this period, expect your agency to be “needy” for information. They will need to gather data on your competitors, your perceived differentiation, and your target audiences. This is thefoundational deep-dive discovery phase where they gather critical information to ensure their strategic planning is rooted in reality. You should arrange frequent meetings and provide clear channels for feedback to ensure the agency’s outputs are matching your expectations.
To optimize the ramp-up, ensure your agency has access to key decision-makers. If the PR assignment involves employee communications, they need to speak with the Head of HR; if it’s product-focused, they must be in sync with the Product Manager. Avoid the temptation to tell the agency exactly what to do; instead, let them recommend the right tactics to support the strategy they have developed. By giving them the space to be consultants, you allow them to provide the 30,000-foot look at your communications needs that internal teams often miss.