Public Relations

Managing Communication Agencies

Many organisations rely on PR, creative and digital agencies, but get mixed value from them. This course covers deciding what to outsource, agency selection and pitches, briefing, contracts and fees, day-to-day management, evaluating agency performance and building productive partnerships.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Weak briefs and poor management waste agency budgets. You will learn to get the best from your agencies.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Briefing workshops, pitch evaluation exercises, contract case studies and performance review practice.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Decide what to outsource and why
Run agency selection processes
Write effective agency briefs
Negotiate contracts and fees
Manage agencies day to day
Evaluate agency performance

Target audience

Who should attend.

This course is suitable for:

Communication and PR managers
Marketing managers
Procurement staff
Brand managers
Corporate affairs staff

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Outsourcing decisions
Agency selection
Briefing
Contract management
Performance evaluation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Working with Agencies

09:00–10:08Agency types
10:08–11:00In-house versus agency
11:00–11:30Coffee break
11:30–11:45In-house versus agency (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Selection

09:00–10:08RFPs
10:08–11:00Pitches
11:00–11:30Coffee break
11:30–11:45Pitches (continued)
11:45–12:53Evaluation criteria
12:53–14:00Workshop

Day 3Briefing

09:00–10:08Good briefs
10:08–11:00Objectives
11:00–11:30Coffee break
11:30–11:45Objectives (continued)
11:45–12:53Approvals
12:53–14:00Writing practice

Day 4Contracts

09:00–10:08Fee models
10:08–11:00Scope
11:00–11:30Coffee break
11:30–11:45Scope (continued)
11:45–12:53Intellectual property
12:53–14:00Case study

Day 5Performance

09:00–10:08KPIs
10:08–11:00Reviews
11:00–11:30Coffee break
11:30–11:45Reviews (continued)
11:45–12:53Partnership
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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