If you’re ready for PR, finding the right Public Relations agency demands a bit of strategic scrutiny. I’ve been on both sides of the fence — picking PR firms in my in-house roles and running my own PR agency for 10 years.
Here are my insights into the nuanced world of selecting a PR agency. In my candid insight, I share essential considerations, from getting clear on PR objectives, budgets and industry expertise to the delicate art of cultivating long-term professional partnerships.
I ran my own PR agency for 10 years, V&VPR, which is a question I still get asked often. Here is my insider scoop on what everyone needs to know before hiring an agency– the good, the bad, and everything you need to keep an eye out for when hiring a PR agency:
What you need PR for
Determine what you really need PR for. Is it a new product launch, building up brand awareness, handling your reputation, or maybe some crisis comms management? This will guide you to the right agency — some only do Crisis Comms, for instance.
But, a heads-up: if your product or service isn’t up to scratch — substandard products/bad customer experience/your e-commerce is slow. No amount of PR magic can save you in the long run. I’ve seen it happen. Ensure you have a quality offering to begin with. Bad news travels fast, especially thanks to social media, and you want to aim for a high repeat business ratio (the cheapest form of customer acquisition).
What’s your budget
Decent agencies these days won’t bat an eye at anything less than SG$6K (US$4,462) per month for at least three months. Folks that went for cheaper options came running back when the said cheaper guys didn’t perform.
Also Read: Barbie-fy your business with the power of PR
Lesson learned: you pay peanuts, you get monkeys. If you can’t afford an agency yet, there’s lots of DIY help out there to do it yourself, including what I’ve been doing with my Media Insiders Summits and HYOPR teaching PR cohorts. Carve out some time to do a little DIY and, in the background, save to get a good agency.
Industry experts rule
Pick an agency that knows your industry like the back of their hand. If you’re in travel, go for a crew that’s all about lifestyle or travel PR. It doesn’t always have to be super niche, though; sometimes, expertise from slightly different yet complementary fields like wellness, food, or hotels can work well as opportunities for partnerships. They should know your market, your rivals, and the latest trends so they can guide you on standing out in the crowd.
Creativity and flexibility
Your agency needs to be creative and flexible in today’s wild and ever-changing world. They’ve got to be able to cut through the noise with innovative strategies and roll with the punches when things get crazy — think economic shifts, political drama, or, hello, a global pandemic. Check out their testimonials and case studies, and have a chat with their current/past clients to see if they’ve got that creative spark and adaptability.
Who’s in their black book?
Ask them about which journalists they rub shoulders with — that’s part of what you’re paying for. A good agency should have a little black book of media contacts, and they’ve got to be buddies with the right people. Trust me; you want your brand in the hands of a trusted agency, not just any Joe Bloggs agency with a ‘Spray and Pray’ approach.
Set expectations and KPIs
Lay it all out on the table — what you expect and what they can realistically do. Work together to agree on some sensible KPIs. Forget about outdated metrics like AVE. Focus on SMART goals and objectives that actually matter.
Respect the partnership
Treat your agency like a partner, not just a service provider. Let them do their thing, respect their boundaries, and don’t throw curveballs for unrealistic, unnecessary deadlines. Remember, they’re juggling other clients too. Treat them right, and they’ll bend over backwards when you need it.
Also Read: How startups should approach public relations
Understand the process
PR can actually be pretty fun and interesting! Ask the questions and get to understand the process, make an effort to understand the agency, and let them get to know you. The more you understand how the media world works and what’s relevant, the better you can work together in creating effective campaigns. You’ll soon realise that getting on the front page of a national newspaper doesn’t happen overnight.
Account Management 101
Before you seal the deal, make sure you know who’ll be managing your account. No one wants to be handed off to an intern who’s still figuring things out. Check that the designated person knows their stuff. You can also work your (fair) KPIs into the contract with review dates.
Are they nice people?
Do they work ethically and treat their team well? Do they align themselves with ethical brands and people? There’s much to be said about kind, happy PR teams treating each other and their clients with care. You also don’t want to be associated with an agency representing brands that are unethical for obvious reasons. Ask yourself, can I actually work with these people?
Take your time in the process — shortlist three and have the conversations. If you can visit them in person, even better. Your brand’s reputation is at stake at the end of the day, and you can’t get back the time, money and potential damage working with the wrong PR Partner.
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