The Public Relations Consultants' Association has produced the following 'Ten Golden Rules' for getting the best from the relationship.
1. Work hard on the understanding process – both at the outset and throughout the relationship.
2. Trust your Consultant/Consultancy. Don't keep unnecessary secrets that will hinder the relationship or the quality of their advice.
3. Involve them at an early stage in any activities that will require their support – last minute briefing usually means lost opportunities.
4. Make sure they are helped to work in harmony with other communications suppliers and with any of your own staff important to their work.
5. Ensure your top management is aware of the PR goals and are committed to their achievement.
6. Plan and manage all PR activities carefully, but be prepared to act quickly when the Consultant/Consultancy advises you it is necessary.
7. Give them a clear understanding of the limits to their brief and when there is a need to go to a higher authority.
8. Conduct regular and honest reviews of progress and achievements to ensure the relationship continues to flourish.
9. Agree what constitutes success from the programme and measure the results constantly against the criteria agreed.
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