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How Do PR Companies In UK Function?

Public relations companies in the UK work closely with their clients to help them create a positive public image, manage public opinion and generate internet-based and non-paid media publicity. When you hire a UK based public relations company, it's important to share information with your account services team about your company's mission, marketing goals and business practices. The team of PR professionals assigned to work on your account will utilize this information to create an effective communications plan and a customized strategy for your business.

Client Contact

Typically, a PR agency in the UK will assign an account executive to each client. This person serves as the liaison between the team at the PR firm assigned to work on your account and your company. A professional account executive will work with the PR firm's team to create and implement a public relations plan that is aligned with your company's strategic and business objectives. The PR plan will be submitted to you for approval and you will be able to ask questions, request additional information, and suggest revisions. Depending on your contract and your public relations needs, you may receive a new plan each month, quarter or year.

Account Services Team

In addition to the account executive, the account services team assigned by the UK based PR firm to work on your behalf will generally include a copywriter, a publicist and a graphic artist. The PR copywriter will handle writing news releases, creating copy for your brochures, writing inquiry letters to media contacts and other writing tasks. Professional publicists specialize in communicating with media representatives to help generate publicity for your company. The services of a good publicist who has strong professional contacts with UK based professional reporters, talk show producers, and high-profile bloggers are invaluable.

PR Publicists constantly seek new venues in which your company's products or services can be promoted and they pitch relevant information to gatekeepers of media coverage. The public relations graphic artist assigned to your account will be responsible for creating and sustaining the visual aspects of your company’s corporate image. The graphic designer will handle layouts and designs for all printed public relations materials including press kit folders, letterhead, product packaging and more. The graphic designer can also design a new logo for your company if needed.

Selecting a Public Relations Agency

When shopping for a UK based PR firm, it is in your best interest to seek a company with experience in your industry. For example, if you are the marketing director for a publishing company, you should hire a public relations company with expertise in promoting books and authors. If you are looking for a professional public relations agency or firm to help launch a new software application, you must select a company with technology and software experience, as well as new product launches.

Compensation for Public Relations Agencies

Some PR companies in the UK enter into retainer relationships with their clients. The terms of the retainer agreement will specify the types of actions and tasks that are covered for a pre-determined monthly fee. PR Retainer firms usually cover all ongoing public relations needs, such as writing and submitting news releases, communicating with the media, designing brochures or other marketing materials and other tasks based on client needs.

Alternatively, many clients and public relations companies enter into a work-for-hire agreement, which involves paying an hourly or pre-determined fee for specific actions. Professional UK PR agencies who handle many of their own communications needs internally often utilize work-for-hire relationships with public relations firms to handle specific events or new product launches.

For more information on PR Companies see our PR Companies buyer's area.


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