Bringing a PR team into your business operations is one of the smartest ways to keep your company visible and your wins in the spotlight. Whether you’re announcing a new product, beefing up your awards program, or highlighting ongoing company achievements, your PR teams take the information you provide and transform it into a clear, compelling narrative that resonates with your target audience. Sure, it sounds straightforward, but the truth is, for your PR team to work efficiently and effectively, your relationship needs to be strong; at the foundation of that is effective communication. Being transparent and timely with your team isn’t just helpful, it’s a strategy that directly drives campaigns and media opportunities.
Transparency is Key
Always be upfront and honest with your PR team. Holding back on details, even unintentionally, can hurt your PR strategy. Sharing things like upcoming product launches, new partnerships, or key results helps your team create timely press releases and pitches, target the right media outlets, and align messaging with broader company goals.
Information doesn’t need to be perfectly polished or media ready. Looping in your PR team allows them to plan ahead and build the right strategy. They can filter out any information, make smart narrative decisions more effectively, and position your company effectively when they have a larger snapshot of all the information. Even the smallest updates can spark an opportunity, even if it seems unimportant. Your PR team may hold onto that information for the perfect opportunity.
Early Updates = Stronger PR
Keep your PR team up-to-date early so they can plan strategically. For example, if quarterly results or key metrics are shared early, your PR team can amplify the success in industry publication, social media, or even for boosting your award program narrative. Hard numbers or clear metrics in any campaign can add weight to your messaging and credibility.
Early communication also helps your PR team to identify and prepare for challenges. Advanced notices about potential timing conflicts, sensitive announcements, or competitive activity gives them time to develop messaging that maximizes media attention. In PR, timing is everything. The earlier your team knows, the more impact they can make.
How to Keep Your PR Relationship Strong
So how can you build a strong relationship with your PR team to make sure you’re maximizing your company news? A strong client-PR relationship is built on clear and consistent communication. Here are a few practical ways to strengthen that relations:
- Regular Check-Ins: Having an established cadence for meetings either weekly or monthly ensures nothing slips through the cracks and everyone stays aligned.
- Share Calendars: Tracking product launches, events, and major announcements can help keep your teams in sync and help build out your campaign calendars.
- Open Communication Channels: Making sure your team has a direct line to ask questions and receive updates in real-time (such as email, chat, or shared workspace).
- Share Performance Metrics: Let your team know what is working internally so they can amplify it in the media and other channels.
PR isn’t Magic, It’s Teamwork
PR isn’t just a service, it’s an extension of your internal team. When transparency is embraced and information is shared proactively, campaigns are stronger, media coverage is more impactful, and opportunities multiply. Remember, your PR team are partners in your success. When you win, we win.
