Some companies choose to employ a PR agency and simply leave them to it. They have the vague hope that the PR consultancy will know exactly how the company wants to be portrayed and will automatically sense the message they want to put out. But the truth is, there needs to be a huge amount of communication between a PR agency and a business or company employing its services. The worst moment for both parties is the meeting following the campaign, when there are no results to speak of but to avoid this moment, an agency must ask what the company wants from the campaign. In return, the company should clearly state their objectives and their messages. The most important thing to consider before the beginning of the campaign is the outcome. The outcome needs to be considered from a PR perspective as well as from a business point of view if you are ever going to get the best out of a PR campaign. PR campaigns make sense from a business perspective, but only if both sides communicate and are clear about their objectives right from the very start.