Public Relations Services Agreement Template for United States

A Public Relations Services Agreement spells out the working relationship between a company and its PR firm or consultant. It details how the PR professional will manage the company's public image, handle media relations, and create promotional content, along with specific deliverables and timelines.

The agreement protects both parties by clearly defining fees, confidentiality requirements, and who owns the creative work produced. It also sets performance metrics, outlines crisis communication protocols, and establishes how either party can end the relationship. Most U.S. agencies require these contracts before starting any PR campaign or reputation management work.

Use a Public Relations Services Agreement before starting any PR campaign or ongoing communications work with an outside firm. This is especially important when launching major marketing initiatives, planning crisis management strategies, or hiring agencies to handle your company's media relations and public messaging.

The agreement becomes crucial when dealing with sensitive corporate information, coordinating multi-channel PR campaigns, or managing reputation-critical projects. Many businesses put these agreements in place during expansion phases, before product launches, or when bringing in specialized PR expertise for specific market segments or challenges.

• Project-Based Agreements: Cover specific PR campaigns or launches with defined timelines and deliverables
• Retainer Agreements: Establish ongoing monthly PR services with set hours and regular activities
• Crisis Communication Agreements: Focus on emergency response and reputation management services
• Digital PR Agreements: Specifically outline social media management and online PR strategies
• Full-Service Agreements: Combine multiple PR functions including media relations, content creation, and event management into one comprehensive contract

• PR Agencies: Draft and execute the agreements, outlining their services, deliverables, and performance metrics
• Corporate Clients: Review and sign agreements to secure professional PR services for their business needs
• In-House Legal Teams: Review and modify agreement terms to protect company interests and ensure regulatory compliance
• Communications Directors: Oversee agreement implementation and manage day-to-day PR agency relationships
• Business Executives: Approve budgets and sign off on PR strategy and deliverables outlined in the agreement

• Scope Definition: List all PR services needed, from media relations to crisis management to content creation
• Timeline Planning: Establish project duration, key milestones, and delivery schedules
• Budget Details: Outline fee structure, payment terms, and any additional costs for special services
• Performance Metrics: Define specific KPIs and success measures for PR campaigns
• Confidentiality Terms: Identify sensitive information and required protection levels
• Approval Process: Document the chain of authority for PR content and strategy decisions

• Parties & Scope: Full legal names of both parties and detailed description of PR services
• Term & Termination: Contract duration, renewal options, and conditions for ending the agreement
• Compensation Terms: Fee structure, payment schedule, and expenses policy
• Deliverables: Specific PR outputs, timelines, and quality standards
• Intellectual Property: Ownership rights for created content and materials
• Confidentiality: Protection of sensitive information and trade secrets
• Liability & Indemnification: Risk allocation and protection measures

A Public Relations Services Agreement differs significantly from a Managed Services Agreement in several key ways, though both involve ongoing professional services. Here are the main distinctions:

• Service Focus: PR agreements specifically cover reputation management, media relations, and public communications, while managed services agreements typically address technical operations, IT support, and infrastructure maintenance
• Deliverables Structure: PR agreements often include campaign-based outcomes and media placements, whereas managed services focus on continuous system uptime and technical performance metrics
• Intellectual Property Rights: PR agreements emphasize content ownership and usage rights for promotional materials, while managed services agreements focus on software licenses and data handling protocols
• Performance Metrics: PR success is measured through media coverage, brand awareness, and public perception, while managed services track system availability, response times, and technical benchmarks