Appointing a PR agency can represent a significant investment for a firm, and ensuring it is a successful relationship will involve time, effort and energy from both parties.

We spoke with Matt Baldwin about ‘how to successfully appoint a PR agency and how to make a success of the relationship when you have’. This discussion explores the questions a firm should ask itself when looking to appoint an external PR agency, the questions they should be asking proposed agencies, and best practice in making that relationship work.

Matt is a specialist in PR strategy, media relations, crisis management and marketing communications. For the past 20 years Matt has worked with the legal profession – a period that has seen dramatic change and consolidation. He has held senior in-house communications and business development roles in some of the country’s largest law firms, before establishing Coast with his partner in 2003.

Interview covers

Why do law firms work for external PR agencies?What prompts a firm to use a PR agency?The briefing processHiring a PR agencyThe onboarding processFollow through and maintaining activity levelsIdeal contract lengthsWhat to do if things don’t work out?

Connect with Matt on LinkedIn or check out his agency, Coast.