In order to get the most from your public relations agency, you need to build a good relationship with them. You also need to allow them access to your company to ensure that they can get familiar with it.
The PR consultancy will need to get to know your company really well if it’s going to have the best chance of getting the right message across. It will need to be familiar with your way of working, your aims and your perceptions of certain things so this is why you have to develop a good relationship with your PR agency.
Tell your public relations consultancy all about your company and its history so that they can build up a real understanding of you. If you have a mission statement, then make sure the PR agency is familiar with this and give the PR company an idea of your objectives so that you can work out how PR can help with this.
Make sure that the senior management can be reached by the PR company. These are the people that the public relations agency will want to hear from so that they can get the most accurate and inside knowledge to help your PR campaign.