What should the scope of work spell out?

The scope should make clear what the agency will do, what it needs from you, what you will pay, and how either side can change or end the arrangement. You should be able to read it and picture a normal month or project.

Describe the work you are buying

Start with the goal and audience, then list the services that will support them. “PR support” is too vague to explain whether you are buying media relations, messaging, founder visibility, crisis advice, or something else.

Include the important deliverables, ongoing activities, and exclusions. For example, a fictional media-relations scope might cover story development, outreach, interview preparation, and reporting while excluding social posting and paid distribution.

Ask what the team would prioritize first. Leave room to adapt the approach as it learns, without leaving the core service undefined.

Make the working arrangement realistic

Name the regular agency contact and describe the team's expected involvement. Agree on a practical update rhythm and how time-sensitive requests will reach you.

Spell out important company inputs: interviews, product facts, customer introductions, and approvals. If delays affect the schedule or fee, explain how.

Decide what you can approve in advance and which new claims or sensitive materials need another review. The responsibility guide helps settle those handoffs.

Agree how you will review progress

Describe what the agency will report and when you will discuss it. You should be able to see the work performed, meaningful results, what the team learned, and what it recommends next.

Independent coverage can be a goal, but an agency cannot control an editor's decision. Avoid treating a publication quota as a substitute for a clear description of the work. The reporting guide gives a practical standard.

Include the costs and boundaries that matter

Confirm the fee, payment schedule, required expenses, and approval for extra work. Know which changes require a new quote, such as another market, an additional campaign, or urgent specialist support.

Settle the minimum term, renewal, notice, and handover. Clarify what the company can use and keep, including reusable materials and access to company accounts.

Confidential work, competing clients, regulated claims, or access to sensitive systems may need specific protections and specialist review. Put those requirements beside the relevant work.

Resolve important sales promises before signing

If something mattered to your decision, make sure the agreement reflects it. Ask about a missing service, expense, or team commitment while both sides can still adjust the proposal.

Then save the signed documents somewhere the company can find them for the next review or scope change.