Good PR can make or break your brand, and set you apart from the competition. When done well, it can provide priceless credibility and boost your reputation in a way traditional advertising simply can’t. That’s why it’s important to take the time to choose the right agency: one that understands your goals, and has the capabilities to help you realise them.
So, how can you make sure you are choosing the right agency?
1. Know your objectives
PR works best when the agency and the brand are clear on what they are trying to achieve. The best agencies will want to understand the bigger picture of where your brand is heading. They’ll ask questions about your business plan, and how you can collaborate to achieve your short and long term goals.
2. The people
Make sure to get to know the team you’ll be working with on a day-to-day basis. Some agencies will send in their experienced senior pros to woo clients, but will pass the actual work to more junior colleagues once the contract is agreed. Insist on meeting the people who will be responsible for your project!
3. Market knowledge
Some PR agencies will specialise in certain sectors, and their insight and contacts could prove highly valuable. But PR professionals are adaptable, and can quickly understand new markets, so don’t be put off if a good agency doesn’t specialise in your sector.
Make sure to understand what communication tools the agency employs. They should have a broad set of skills, from digital and social media to SEO, and should know how to engage relevant press coverage. Make sure the agency can explain how they will apply these skills to your case.
Being up front about your budgets can save time in the long run. High quality, experienced PR professionals aren’t cheap, but if they do the job right then it’s a price worth paying. But if an agency seems more interested in your budget than in understanding your brand, then steer clear.
6. Agency size
The size of an agency is not necessarily an indicator of the quality of their work. Smaller agencies will often have your brand higher on their list of priorities, so don’t be sucked in by big name agencies
7. PR measurement
When speaking with PR agencies, make sure to check how they will track the success of their work. Measuring column inches is an outdated way of working, and the best agencies will track other gauges like web traffic, enquiries, downloads, or sales.
8. Track record
Finally, check out work the agency has done with other clients. If you like what you see, then you might be on to a winner.
If you’re reviewing your PR, or looking for a new agency, then why not get in touch with ThinkPR. We’ll be happy to put together a pitch, and show you why our agency could be right for you!