When parting ways with your current PR firm — whether to transition to a new agency or bring PR resources in-house — ensuring a seamless handoff is crucial. A smooth transition protects your brand, ensures business continuity, and minimizes disruptions to your ongoing PR efforts. While many firms promise quick and easy transitions, it often takes more than 90 days to fully make the shift.
To set up your brand for success during a PR agency change, it’s essential to ask the right questions and request the right materials. Here’s a comprehensive guide on what to request from your incumbent PR agency during a transition, covering key areas like media relations, social media management, content creation, SEO, and more.
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1. Access to key materials and assets
When transitioning to another PR firm or an in-house team, your first priority should be requesting access to all assets and materials your incumbent firm developed. Here’s an overview of what this includes:
- Media materials
Request news releases, media kits, lists of media outlets and contact titles*, and any coverage the PR firm secured.
- Social media assets
Request your content calendars, post drafts, video assets, information about the current status of your social media accounts, and login information for each account.
- Web assets
Request access to your website’s content management system, SEO tools, Google Business Profile, and any blogs or landing pages your PR firm has built or contributed to.
- Analytics and reporting
Request the latest media coverage reports, SEO performance reports, social media metrics, and any analytics tied to your PR campaigns, including Google Analytics and Google Tag Manager information if applicable.
Focusing on acquiring these assets quickly can help your brand avoid disruption in its media outreach, content distribution, or other communication efforts.
* PR firms' agreements with media database providers prohibit them from sharing individual media contacts. However, your PR firm should be able to list the outlet names or summarize the types of outlets and media contact roles they targeted in your campaign.
2. Social media transition plan
If your PR firm has been managing your social media presence, ensure that you receive:
- Social media content calendars
These should cover past and future content plans to help you maintain consistency in messaging.
- Platform-specific strategies
Ask for the detailed strategy behind each social platform, including what’s worked, what hasn’t, and the best practices you should carry forward.
- Training
If your team is taking over social media management, request a training session on the tools and processes the agency has been using.
3. Media relations handoff
Your new agency or in-house team will need access to all the media relationships and history your previous firm developed. Key elements to request include:
- Media contact lists
Ask for comprehensive and up-to-date lists of journalists, bloggers, and influencers who have covered your brand.
- Past press releases
Request copies of all news releases and media pitches the firm sent to help you maintain a consistent narrative going forward or improve upon it.
- PR strategy
Gain insight into what types of stories gained traction, the strategic direction of your press outreach, and any seasonal or ongoing media opportunities.
- Any open media inquiries
Have them hand off any ongoing conversations with media contacts carefully to avoid losing momentum.
4. Content handoff
Content is king in PR. Ask your firm for:
- Final versions of blogs, articles, and thought leadership pieces
These should be available for republishing or adapting for future use.
- Ownership of created content
Confirm that you have full ownership of any written materials, graphics, and videos the firm created on your behalf.
- Editorial calendars
You’ll want to have a clear understanding of upcoming blog posts, content initiatives, and any planned thought leadership pieces.
Transferring these materials efficiently helps ensure your content creation doesn’t miss a beat as you transition.
5. SEO and inbound marketing handoff
Search engine optimization is critical to long-term PR success. If your firm has been handling SEO or inbound marketing efforts, be sure to request:
- SEO audit and reports
These include keyword strategies, rankings, and performance metrics.
- Backlink and content strategy
The firm should provide details about how your website’s SEO is structured and any ongoing content marketing strategies that are driving SEO.
- Access to tools and platforms
Request access to any analytics or SEO tools (Google Analytics, Google Tag Manager, Ahrefs, SEMrush, etc.) the firm uses.
- Inbound marketing setup
If your firm has set up lead generation tools (like landing pages or email campaigns), request these assets for continuity.
6. Crisis management strategy
If your PR firm has been managing crisis communications, you’ll need to have:
- Crisis communication plans
Request any detailed protocols they’ve developed on how to handle PR crises, including templates for news releases, messaging guides, and contact lists for quick outreach.
- Media responses
Ask for copies of any past crisis communications they developed during sensitive times and media responses.
7. Thought leadership handoff
Thought leadership is a long-term investment. If your PR firm has been positioning your leadership team as industry experts, make sure you request:
- Executive bios and media pitches
Your firm should send you updated versions of executive bios, articles your team members wrote, and any successful pitches you can reuse or repurpose.
- Speaking opportunities
Ask for a list of any speaking opportunities the firm has secured or planned.
- Award submissions
Request status updates on any ongoing or upcoming award submissions for your executives or organization.
8. Set clear expectations for the transition timeline
A smooth transition can take longer than you might expect. While it’s tempting to rush, remember that successful PR strategies require thoughtful planning and execution. A well-managed transition can take up to 90 days, depending on the work's complexity. This timeline accounts for:
- Proper documentation of all processes and materials
- Transferring relationships and media connections
- Comprehensive onboarding for your new PR team or internal resources
- Time to review and align your brand strategy to ensure there are no gaps in messaging or media presence
9. Ongoing support and post-transition help
Clarifying the level of support you can expect after transitioning from your PR firm is important. Will they offer a short-term consulting period to ensure a smooth handoff? Or will they provide any resources to help your new agency or in-house team hit the ground running?
Conclusion
A comprehensive handoff is about maintaining the integrity of your brand while setting up your new team for long-term PR success. By proactively asking the right questions and requesting the right materials, you’ll help your PR efforts continue seamlessly.
For more detailed guidance on managing a PR transition and avoiding common pitfalls, check out our previous blog post, “Why you want 90 days to cancel your PR.”
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Photo by Christina Morillo
Topics: PR tips
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