12 things to ask your PR agency for Christmas

The festive season is the perfect time to reflect on the year gone by and plan for the year ahead. Whether your PR agency has been your trusted partner for years or you’ve just started working together, December is a great time to align on expectations and ensure you’re set up for success in 2025.

Here are 12 things to ask your agency for this Christmas to make sure you’re maximising your partnership.

1. A review of 2024: the good, the bad, and the ugly

Before diving into the New Year, take a moment to reflect on what worked well and what didn’t in 2024. Celebrate the wins, analyse the misses, and learn from the challenges. An honest and comprehensive review will set the stage for a stronger footing in 2025.

2. Fresh ideas to solidify your position

In a competitive landscape, staying ahead requires constant innovation. Ask your agency for creative strategies to strengthen your market position and steal mindshare from the competition. Whether it’s a bold campaign idea, a fresh approach to telling your story, or introducing a new platform, make sure you’re not standing still.

3. A competitor review: where can you win?

You might want to request a competitor review to identify gaps you can exploit, strengths you can adopt, and areas where you can differentiate. A smart competitor analysis can reveal opportunities to stand out and challenge in 2025.

4. Crisis support: be prepared

Even if you’ve been lucky enough to avoid a PR crisis, it’s essential to be prepared. This year has shown us the importance of having support in place – just look at this week’s Greg Wallace debacle – a classic flying solo which has made a comeback unlikely. Ask your agency for a crisis communications backup plan so you’re ready should the moment occur.

5. A strategy to reach the next generation

Gen Z is shaping the future of communications and their preferences can’t be ignored. If TikTok isn’t part of your strategy yet, now might be the time to consider when it will be or if your audiences might be found there. Ask your agency to give thoughts on which channels you need to be active on.

6. A daily industry news digest

In a rapidly changing landscape, staying informed is often the advantage. Request a tailored daily news round-up focused on your industry. It’ll keep you ahead of trends, give you a competitive edge, and provide inspiration for timely campaigns and content.

7. More newsjacking

Speaking of timeliness, are you making the most of newsjacking opportunities? By aligning your messaging with trending topics, you can gain visibility, relevance and often top tier publications. Ask your agency how they can help you spot and capitalise on these moments more effectively.

8. A customer PR plan

Your customers are your best advocates, but are they singing your praises? A customer PR plan can explain the PR methodology, relieve any anxieties, and turn your happiest clients into your strongest ambassadors. From case studies to testimonials, ask your agency how they can amplify your customers’ voices to boost your credibility. It’s something that can also elevate your sales and marketing strategies too. 

9. Create an industry research-led campaign

A great way to own an issue is to delve down into the heart of it. But ensuring it takes the right direction, results in a credible and weighty report, and generates maximum traction is something your agency can or should lead on. Ask them to come up with a killer survey strategy to drive your messages home in 2025. 

10. More for less: the AI-human balance

AI is transforming the PR and marketing landscape, but it’s no substitute for the human touch. Ask your agency how they’re using AI to increase efficiency and how they’re investing the time saved into adding value for you. The right balance of technology and creativity can deliver more bang for your buck.

11. A face-to-face to plan for 2025 

In a world dominated by Zoom calls and Slack messages, there’s nothing quite like a face-to-face meeting. Schedule time to sit down with your agency and discuss plans for 2025. You can’t beat a productive in-person session for building the relationship and sparking creative ideas.

12. Finally, more passion

Last and certainly not least, does your agency show they care? Do they respond within the hour, go above and beyond, and approach your brand with genuine enthusiasm? You should always be able to feel they are on your side.

Christmas is about giving, but it’s also about setting expectations. Asking for these 12 things doesn’t just benefit your business; it creates a stronger, more collaborative partnership with your agency. With the right support and strategy, 2025 could be your most successful year yet.

Back to blog