A Match Made in PR Heaven: A PR Team that is a True Extension of a Client’s In-House Team

The PR world is dynamic in every sense of the word. It is constantly changing, requires quick thinking, and works best when minds meld to establish and execute creative campaigns. But, this can’t happen in a silo. It is most successful when both the in-house and agency teams work so well together it is hard to tell where one ends and the other begins. It’s like Cupid’s arrow hitting its mark — a perfect union that creates real success. 

We have been lucky enough to have invaluable partnerships with many clients. But more specifically, over my 18 years in the PR industry, here’s what I’ve found makes these kinds of partnerships so powerful.

1. Shared Vision and Goals

At the heart of any successful PR program is a clear, unified vision. When an agency PR team is a meaningful part of a client’s PR team, they aren’t just passively receiving updates or approvals — they are deeply involved in creating the strategy and shaping the direction of the campaign. 

This solid partnership makes it easier to navigate the complexities of a PR program. When both the agency team and the client have strong chemistry, achieving the collective goals is play, not work. This creates a higher level of strategic planning, stronger creative content, and more compelling POVs that break through the noisy landscape that combine to increase the visibility of the company to propel it above others in the industry.

2. Trust and Transparency Create Strong Partnerships

Trust is the foundation of any successful relationship, and this is especially true when it comes to PR partnerships. By fully integrating an agency team into a client’s PR team, a barrier is broken down. There is comfort on both sides to freely share ideas, take calculated risks without fear of immediate retribution, and admit when those risks may have gone ary. 

Trust and transparency also encourage a free flow of feedback and a true sense of teamwork. This level of honesty is critical to the success of a program because it fosters a sense of investment in the program and motivation to do good work on behalf of the client. 

3. Flexibility and Responsiveness Drive Results

In the fast-paced world of PR, agility is key. There is a global 24-hour news cycle full of trends and crisis situations that require quick turnarounds during early mornings, late nights, and yes even weekends. But when client and agency teams are fully integrated, those quick turns require minimal churn and lead to quality coverage that is meaningful for the business. 

Yes, the onus is on the PR team to truly know the tone, voice, and POV of the client to ensure a quick review, but in the best partnerships, the agency and client share the responsibility of being flexible, neither feels trapped inside a box and instead can act outside of it.

4. Long-Term Success Is Built on Strong Relationships

In our world, the most meaningful and impactful partnerships are built on mutual trust and reliability. Those partnerships encourage creativity and risk-taking that can truly make a difference for the client. Award-winning campaigns, dream media coverage, successful events and goal-smashing results are the result of this kind of partnership. 

Just like any kind of relationship, this takes work. Continually refining strategy and creatively spicing things up make things interesting. Pushing boundaries and pushing for a team’s best – both internally and externally, makes for a stronger program, partnership, and ensures long-term success.

So, in honor of Valentine’s Day, I encourage you to take a look at your agency team and think about your relationship. Do they live up to these points? If not, drop us a line because I know we do. 

xoxo,

Katie