Competition is fierce in the business world. You need your cause and brand to stand out to make an impact, you want to be the first to come to mind when someone thinks of the product you offer or the cause you are finding for. And you need results. Though you have specific needs now, you know that your demands will change as your brand grows. A PR agency can help you attract the right kind of attention, build a solid reputation, resulting in more desired results.
Choosing the right PR agency can be confusing and intimidating. But it doesn’t have to be. Here are seven tips to assist in selecting the ideal PR agency for you.
1. Search the web for a few agencies that seem a good fit, then reach out and talk with them. Many offer a free initial consultation. Take advantage of that. Whether you speak on the phone, via Skype, or are able to speak with a local agency in person, a brief conversation will allow you to get a feel for the agency.
Are they friendly and likable?
Are they listening to you?
Are they patient in answering all of your questions?
Do they answers your questions vaguely?
Do they support your vision?
Do they have the same values?
Do they help build excitement about your company and the project?
If there are any red flags, then politely end the conversation and move on. It is essential that you are completely comfortable with the agency and specialists you’ll be working with. Listen to your gut feeling! After speaking with three or four, one should stand out as a stronger fit for you.
2. It is crucial that your agency is respected and influential in the media world. If an agency is not reputable, how can they help position you and your company in a place of prominence and integrity in your community?
3. The world of PR is always evolving. Social media is constantly changing and if done right it has the power to really boost your visibility and connect with your target audience. Is the agency you’re interviewing knowledgeable on current trends? Is their strategy diversified, or do they rely on a particular form of media too heavily? They must have their finger on the pulse of progress.
4. While you don’t want to select an agency based on cost alone, the reality is that you have a budget. You must be able to afford the agency. Many agencies have options based on your allowance. The cheapest is usually not the best option. Quality matters, so find out what you can expect for your investment.
5. How readily available is the agency to work with you? If you need to start immediately, make sure their client load allows them the time to focus on the needs of your company, and that they have the appropriate staff.
If you need to get in touch with your PR specialist, you’ll want to know which method of communication is preferred and how quickly you should be able to expect a response. Do you want someone who will answer your call immediately? Or are you satisfied communicating by email with a delayed response? Make sure your expectations align with the agency’s inner workings.
6. There also must be a clear understanding of the services they will provide and your role in the process. Having a detailed contract is helpful. You can’t work off of assumptions, and you need to protect yourself. Know their strategy, their plan of action, the agency’s commitment and responsibilities, and what is required of you. Be sure to ask if you have any questions now or at any time along the process.
7. The world of business is constantly changing. Your business will evolve with the times and your agency must be able to accommodate the changes quickly. You’ll want to know how the agency stays informed of upcoming changes, and how they plan to adapt. If you and the agency are not continually educating yourselves, you could be left behind.
While choosing a PR agency isn’t necessarily easy, these seven tips should help you select the agency that is right for you and help you build a strong and successful partnership. Don’t hesitate to let us know is you have any questions, even if we don’t work together we will be happy to point you in the right direction!