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So, you're outsourcing your company's PR activities. But how do you know if the agency is really being effective?
The effectivness of tyhe agncy can be determined from its working reationship truck record or from its wide experinece recordes it has accomplished over years.
When companies sign PR company, PR objectives are set and deliverables are agreed. The progress of the agency work is monitored based on the same deliverables and KPIs. If the brand is achieveing its objectives than the progress is good ... also if the goodwill of the brand has increased it is also says the same thing.