What a PR Agency in Ghana Does Month by Month
On a retainer, a PR agency's work moves from strategy and preparation in the first month to steady media relations, content and stakeholder work, with regular reporting against agreed objectives.
On a monthly retainer, a PR agency in Ghana typically spends the first month on strategy, messaging and preparation, then moves into a steady rhythm of media relations, content, stakeholder communication and issue monitoring, with regular reporting against objectives agreed at the start. The exact mix depends on the brief, but the pattern is similar for most organisations.
For businesses, cultural organisations and public figures considering a retainer, this article explains what the work usually looks like, so you can judge proposals and set realistic expectations.
Month one: strategy and preparation
The first month is mostly about getting the foundations right:
- Understanding the organisation, its objectives and its audiences
- Reviewing past coverage, current messages and any reputational issues
- Agreeing positioning and key messages
- Preparing a company boilerplate, fact sheet and approved images
- Building a media list and identifying story opportunities
- Agreeing the measures and reporting format
Little visible coverage may appear in this month. That is normal; the preparation makes later activity more effective.
Months two and three: first outreach
With materials ready, the agency begins proactive work: pitching stories, arranging interviews, preparing spokespeople and supporting announcements. See how to pitch a story to journalists in Ghana and how to prepare a spokesperson for a media interview.
The ongoing monthly rhythm
Once established, a typical month might include:
| Activity | What it involves |
|---|---|
| Planning | A monthly plan of stories, announcements and opportunities |
| Media relations | Pitching, interviews, responding to journalist requests |
| Content | Articles, press materials, social content and spokesperson posts |
| Stakeholders | Partner, community or internal communication where in scope |
| Monitoring | Tracking coverage and online conversation, flagging issues |
| Reporting | Results against objectives and recommendations for next month |
What the client contributes
A retainer works best when the client provides timely information, access to spokespeople and quick approvals. Agree who supplies facts and who approves materials. See how to get the most from your communications agency.
How progress should be reported
Monthly reports should relate activity to the objectives, not just list outputs. See how to measure a PR campaign beyond reach and how to tell whether your agency is working.
Retainer or project?
A retainer suits ongoing reputation, media relations and talent PR. A project fee suits a launch, event or campaign with a fixed end. If you are unsure which you need, see what to expect in your first 90 days with a PR agency and our complete guide to PR in Ghana.
PR369's Strategic Communications and PR service covers planning, messaging, media relations and stakeholder communication. Email info@pr369.com with your objective, timeline and current challenge. We will begin with a strategy conversation.
