PR contract template

In this article, we’ll explore PR contracts, their purpose, management and use. We’ll also look at how these contracts are traditionally managed – and how Juro can automate this process.

What is a PR contract?

A PR (public relations) contract is a formal agreement between a client and a public relations firm or consultant. It outlines the scope of work, responsibilities, terms and conditions under which the PR services will be provided, ensuring both parties understand their obligations and the expectations for the PR campaign or services.

What is the purpose of a PR contract?

A PR contract is crucial for setting clear expectations and protecting the interests of both the client and the PR provider. It serves as a reference point for the scope of work, deliverables and payment terms, which helps to prevent misunderstandings and disputes.

It also ensures that both parties are aligned on the goals and metrics for the PR campaign, enabling a more effective and successful collaboration.

Who manages PR contracts?

Managing PR contracts typically involves multiple stakeholders, each with specific roles and responsibilities to ensure the effective execution and compliance of the contract terms. The key parties involved in managing PR contracts include:

Client-side management

• Marketing or communications director – often oversees the overall PR strategy and makes sure that the PR contract aligns with the company’s goals and objectives. They are typically the main point of contact with the PR firm.
• Legal department – reviews and approves the contract terms to ensure they comply with legal standards and protect the company’s interests. They may also handle any legal issues that arise during the contract period.
• Procurement or finance department – manages the financial aspects of the contract, including payment schedules, budgeting and expense tracking.

PR firm or consultant management

• Account manager – acts as the primary liaison between the PR firm and the client. They coordinate the execution of the PR activities, monitor progress and ensure deliverables are met as per the contract.
• PR specialists or consultants – execute the tasks outlined in the contract (e.g. media outreach, content creation and social media management).
• Legal department – like the client’s legal team, the PR firm’s legal department reviews the contract to protect the firm’s interests and handles any legal matters.

Managing PR contracts is a coordinated effort between various departments and roles within both the client organization and the PR firm. Clear communication, regular monitoring and adherence to the contract terms are essential to ensure a successful PR partnership that achieves the desired impact.

When are PR contracts used?

PR contracts are used in various scenarios to formalize the relationship between a client and a public relations firm or consultant. Here are some common examples:

Launching a new product or service

Companies often hire PR firms to create buzz and generate media coverage for a new product or service launch. A PR contract ensures that the PR firm’s efforts are aligned with the company’s marketing strategy and objectives.

Crisis management

In the event of a crisis – like a product recall, scandal or negative publicity – businesses may engage PR consultants to manage the situation and mitigate damage to their reputation. A PR contract outlines the scope of work and strategies to handle the crisis effectively.

Brand building and reputation management

Long-term PR campaigns aimed at building a brand’s reputation and maintaining a positive public image often require formal agreements. PR contracts define the ongoing activities and deliverables necessary to achieve these goals.

Event promotion

For significant events such as product launches, conferences, trade shows or charity events, companies may engage PR firms to handle publicity and media relations. A PR contract specifies the promotional activities and coverage expected for the event.

Media relations and press coverage

Businesses looking to establish or improve relationships with the media might use PR contracts to outline the PR firm’s responsibilities in securing press coverage, arranging interviews and managing press releases.

Social media management

With the increasing importance of social media in brand communication, PR contracts are often used to define the strategies and activities for managing a company’s social media presence, including content creation, engagement and monitoring.

Public affairs and lobbying

Organizations involved in public affairs or lobbying may use PR contracts to formalize their engagement with PR firms that specialize in influencing public policy and opinion.

What should a PR contract template include?

A comprehensive PR contract template should include the following key elements:

Scope of work. Defines clearly the services the PR firm or consultant will provide. This may include media relations, crisis management, social media strategy, event planning, content creation, and more.

Duration. Specifies the length of the contract, including start and end dates. It may also outline any renewal terms.

Compensation. Details the payment terms, including fees, payment schedule and any additional costs or expenses that may be incurred.

Deliverables. Lists the specific outcomes or products the PR firm will deliver, such as press releases, media coverage, reports or social media posts.

Performance metrics. Establishes how the success of the PR campaign will be measured. This could include metrics like media impressions, social media engagement or changes in public perception.

Confidentiality. Includes clauses to protect sensitive information shared between the client and the PR firm. This ensures that proprietary or confidential information is not disclosed without permission.

Termination. Outlines the conditions under which the contract may be terminated by either party, including any notice periods required.

Liability and indemnification. Specifies the responsibilities and liabilities of each party, and includes indemnification clauses to protect against potential legal issues.

Intellectual property. Addresses the ownership of any intellectual property created during the course of the PR services, such as content, branding materials or strategies.

Dispute resolution. Provides a mechanism for resolving any disputes that may arise during the course of the contract, such as mediation or arbitration.

How are PR contracts typically managed?

Managing PR contracts involves several steps and stakeholders. The typical process includes:

1. Drafting: The PR firm and the client collaborate to draft a contract outlining the scope of work, deliverables, payment terms, confidentiality clauses and other essential details.
2. Review: Both parties' legal teams review the draft to ensure all terms are fair and legally binding.
3. Negotiation: If necessary, terms are negotiated to reach a mutually agreeable contract.
4. Signing: Once finalized, the contract is signed by authorized representatives from both parties.
5. Progress tracking: Regular updates and reports are shared to monitor the progress against the agreed-upon deliverables and performance metrics.
6. Communication: Continuous communication between the PR firm and the client to address any issues or changes needed.
7. Amendments: If changes are required during the contract period, amendments are drafted, reviewed and signed.
8. Renewals: Before the contract expires, discussions on renewal terms take place if ongoing services are needed.
9. Performance review: Both parties review the campaign's success based on the defined performance metrics.
10. Final payment: The client processes the final payment, and the contract is formally closed.

How Juro can improve the PR contract management process

Juro, with its AI-native contract management platform, can significantly enhance the PR contract management process through several features:

Streamlined contract creation

• Template library. Use customizable templates to quickly draft PR contracts, ensuring consistency and compliance with legal standards.
• Clause library. Access pre-approved clauses to easily build contracts tailored to specific PR needs.

Collaborative workspace

• Real-time collaboration. Multiple stakeholders can collaborate on the contract simultaneously – making edits, adding comments and ensuring all input is captured in one place.
• Version control. Track changes and maintain a clear history of contract versions to ensure transparency and accountability.

Automated workflows

• Approval workflows. Set up automated workflows for contract review and approval, reducing the time spent on manual processes and making sure all necessary approvals are obtained efficiently.
• Notifications and reminders. Automated notifications and reminders help keep the contract process on track, ensuring deadlines are met and no critical steps are missed.

Secure electronic signing

• Digital signing. Enable secure eSignatures directly within the platform, speeding up the signing process and eliminating the need for physical paperwork.

Centralized repository

• Contract storage. Store all PR contracts in a centralized, searchable contract repository, making it easy to access contracts as needed.
• Analytics and insights. Gain insights into contract performance and compliance with built-in analytics tools, helping to identify trends and areas for improvement.

Integration with existing tools

• Seamless integration. Integrate Juro with other business tools (e.g., CRM, project management software) to streamline workflows and ensure data consistency across platforms.

AI-powered features

• Contract analysis. Use AI to analyze contract terms, identify potential risks and suggest improvements, enhancing contract quality and reducing the risk of disputes.
• Smart reminders. AI can predict and set reminders for key dates and actions, ensuring critical deadlines are never missed.

By leveraging Juro’s advanced contract management capabilities, businesses can significantly improve the efficiency and effectiveness of managing PR contracts. The platform's collaborative features, automated workflows and AI-powered insights help streamline the entire process – from creation to completion – ensuring that PR campaigns are executed smoothly and successfully.

Juro's AI-native contract automation platform empowers all teams to create, agree, execute and manage contracts up to 10x faster than traditional tools. To find out more, hit the button below to book your personalized demo.