Your organization has to see PR as a partnership, not a one-off transaction. When expectations are aligned from the start, PR becomes a strategic asset that grows in value over time.
At Progress Communications, we often work with organizations that are engaging a PR agency for the first time. Based on that experience, these principles help set realistic expectations and create a more effective partnership for organizations starting with PR.
PR requires internal time and involvement.
PR cannot be fully outsourced. If you hire an agency for ten hours a month, expect to invest a similar amount of time internally. Providing input, aligning stakeholders, reviewing content, and approving messages all take time. Without that internal involvement, PR slows down and loses quality.
PR also works best when it is integrated into your wider business, brand and marketing strategy, rather than managed in silos. Having an internal PR lead and involving the PR team early in launches, planning cycles and leadership discussions gives the necessary context to shape stories proactively. When your PR manager and PR agency are treated as an extension of the internal team with have access to the right information, experts and decision-makers, then the output becomes sharper, more relevant and more consistent.
Clear ownership matters
Few people would question the CFO on how to do their job, yet when it comes to PR, everyone suddenly seems to have an opinion. In practice, fewer reviewers lead to better and faster outcomes. Ideally, PR content has one main reviewer and one final decision-maker. Too many internal voices dilute the message, slow down approvals and often weaken the story.
It is also important to understand what PR is and what it is not. PR is not a lead-generation channel. It builds trust, authority, and visibility over time and supports sales indirectly, but it is not designed for short-term, MQL-based attribution. Organizations that approach PR with performance-marketing expectations often underestimate its real value.
PR only works when it is understood internally. Teams that recognise its role become ambassadors, contributors and sources of insight. Internal buy-in speeds up decision-making and improves storytelling. A good PR agency can support this by working with teams to identify stories, uncover “hidden gems” within the organisation and translate internal expertise into relevant news angles through structured discovery sessions.
Consistency is key. PR builds over time.
A steady monthly rhythm consistently outperforms sporadic announcements. Visibility grows through repetition, relevance, and reliability. One press release rarely changes perception; sustained presence does. This impact increases when organizations are available to the media not only for their own news, but also when journalists are looking for expert context or a quick check-in on broader developments.
Trust and transparency are essential.
Share both opportunities and challenges. A PR agency can only protect and strengthen your reputation when it has the full picture. If something is delayed, sensitive or not ready yet, say so early. Transparency leads to better advice and fewer surprises.
Finally, thought leadership requires preparation and of course some courage. Expert positioning does not happen spontaneously. Media relevance comes not just from talking about your own business, but from having clear views on markets, economics, and industry developments. Spokespeople often need narrative development, messaging alignment, or media training. Organizations that hesitate to take positions or share insights will struggle to stand out. Thought leadership is crafted over time, and it requires trust in the process.
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