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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.
Scope of Services
Negotiation strategy
Ensure the scope of services is detailed and specific to avoid any ambiguity. Clearly define responsibilities and approval processes to maintain control over the project.
Negotiate for flexibility in service delivery while ensuring that any additional work is compensated. Clearly outline the boundaries to prevent scope creep.
Essential elements
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Service Definition
Detailed list of services.
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Responsibilities
Allocation of duties.
3
Boundaries
Limits of service scope.
Action framework
ACCEPT
Propose edits if the scope lacks clarity or if responsibilities are not well-defined.
EDIT
Reject if the clause allows for undefined services or lacks an approval process.
ADD
Add language to specify timelines and approval processes if missing.
PRO TIP
Always ensure the scope is as detailed as possible to prevent future disputes.
Real-world examples
FAVORABLE
Preferred Scope of Services Clause
"The Service Provider shall deliver the following marketing, media, and advertising services: [insert detailed list of services]. These services shall be performed in accordance with the specifications and timelines set forth in this Agreement."
NEUTRAL
Fallback Scope of Services Clause
"The services provided by the Service Provider shall be limited to those expressly stated in the Scope of Services. Any additional services or modifications shall require a written amendment to this Agreement, signed by both parties."
UNFAVORABLE
Unfavorable Scope of Services Clause
"The Service Provider shall perform services as needed without specific limitations."
Alternative scenarios & positions
High-Risk Projects
In high-risk projects, ensure the scope includes detailed risk management strategies and contingency plans to address potential issues.
Multiple Service Providers
When multiple providers are involved, clearly delineate responsibilities and establish a coordination mechanism to prevent overlaps and gaps.
Long-Term Contracts
For long-term contracts, include periodic reviews of the scope to adapt to changing needs and ensure continued alignment with objectives.
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