10
PLAYBOOK TEMPLATES

Public Relations (PR) Agency Agreement

A PR Agency Agreement defines the scope of public relations services, deliverables, and media obligations. This playbook examines confidentiality, approval rights, and crisis response provisions.

Regulatory Compliance

Why This Matters: Ensuring regulatory compliance prevents costly fines, enforcement actions, and reputational harm from misleading or unlawful advertising.

Negotiation strategy

If you're the Client:

Ensure all advertising materials are reviewed for compliance with relevant laws and guidelines. Implement a robust internal review process to catch potential issues before dissemination.

If you're the Service Provider:

Advise the Advertiser on best practices for compliance and assist in the development of materials that meet all regulatory requirements. Maintain open communication to address any compliance concerns promptly.

Essential elements

1

Compliance Assurance

Verification of legal adherence.
2

Claims Substantiation

Evidence supporting advertising claims.
3

Ethical Standards

Commitment to honest marketing.

Action framework

ACCEPT

Propose edits when existing clauses lack specificity or fail to cover all necessary regulations.

EDIT

Reject clauses that do not provide adequate protection against non-compliance risks.

ADD

Add clauses when new regulatory requirements or industry standards emerge.

PRO TIP

Regularly update compliance processes to reflect changes in laws and industry standards.

Example clauses

FAVORABLE

Comprehensive Compliance Clause

"The Parties agree that all advertising and promotional materials shall comply with all applicable laws, including FTC and ASA guidelines."
NEUTRAL

Basic Claims Substantiation

"Each Party shall ensure claims are substantiated by reliable evidence."
UNFAVORABLE

Lack of Indemnification

"No indemnification for non-compliance is provided."

Fallbacks

Cross-Border Campaigns

When targeting multiple jurisdictions, ensure compliance with the most stringent local laws to avoid enforcement actions.

Digital Advertising

Digital platforms may have additional guidelines; ensure all digital content complies with platform-specific rules.

Influencer Collaborations

Ensure clear disclosure of material connections between influencers and brands to maintain transparency.
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