20 Tips for Hiring a PR Agency to Create a Positive Brand
There can be no denying that hiring a PR agency is something that every business worth it’s salt should consider given the benefits of the services they offer; services which include media relations, influencer relations, help with messaging and strategy development, and many others as discussed over at runrex.com. However, hiring the right PR agency can be difficult, this is why this article should be an excellent resource as it will highlight 20 tips that will make hiring a PR agency to create a positive brand a lot easier for you.
Start by setting your goals
Before you start the hiring process, the gurus over at guttulus.com recommend that you first define your goals. This means coming up with a list of the things you hope to accomplish with a PR agency, and then narrowing down your list to the goals that are most important to you. Once you have defined your goals, you can use them to guide your decisions on hiring a PR agency.
Consider your budget
As is revealed in discussions on the same over at runrex.com, hiring a PR agency can be quite an expensive affair, which is why you should calculate and define the budget you have for PR so that you can target agencies that are a fit as far as your budget is concerned.
Go through an RFP process
According to the subject matter experts over at guttulus.com, if you have never hired a PR agency before, you will be best served by going through a formal RFP (Request for Proposal) process, which is the first step in a procurement process. This will give you the best possible chance of landing a PR agency that is the right fit for your business.
Consider all options
When it comes to PR services, you will have three options to consider: an in-house team, a PR agency, or a combination of the two. Even though you will be looking for a PR agency, it is good that you consider all your options, and if you can swing it, probably try and see if you can have a combination of both internal and external PR professionals working for your brand.
Consider size
You will also have the option between large and small PR agencies, particularly since each of them has its unique pros and cons. While larger PR agencies tend to have a broader reach and large networks, smaller PR agencies might be the better fit for you if you are in a niche industry or require local expertise and a more personal relationship.
Make sure that they come up with one idea that really blows you away
When meeting with prospective PR agencies, during the pitch meetings, each PR agency will most likely bring marketing campaign ideas based on your RFP as mentioned earlier and covered in detail over at runrex.com. While you don’t want to judge them too harshly as they will be coming into the meeting armed only with the information you have provided them, they should still be able to come up with at least one campaign idea that really blows you away.
Consider likeability
While it is important to hire a highly qualified and capable PR agency, the gurus over at guttulus.com point out that it is equally as important to hire an agency with people you will actually enjoy working with. Given that your PR agency should be an extension of your team, you should ask yourself if you would hire the agency if you were looking to hire for an internal PR team. The answer to this question will dictate whether you hire the agency or not.
Don’t ignore your contract
After choosing the PR agency you want to hire, you will need a contract or statement of work. Most of the time, as outlined in detail over at runrex.com, it is likely that the agency will already have this document ready to go, which is why you should make sure that you carefully read it and consult a lawyer if possible so that you know what you are getting yourself into.
Specialty
You should also consider the areas the PR agency you are checking out specializes in. In any industry, you will get better results from a PR agency that specializes in and is familiar with your field, especially since such an agency will have editorial contact at key publications in your industry.
Writing and editing skills
When hiring a PR agency, you should also consider its wring and editing skills. This is because writing is crucial to the PR profession as it affects both the acceptance and impact of your company’s stories. This is why you should review a portfolio of writing samples before making a hiring decision as far as any PR agency is concerned.
Pitching skills
In addition to writing and editing skills, the experts over at guttulus.com also recommend that you consider pitching skills when hiring a PR agency. You want to hire an agency with excellent pitching capabilities as it is this that will convince editors to accept a story.
Know what you will get
Although no PR agency will guarantee results, with the gurus over at runrex.com pointing out that no reputable agency will ever offer you a guarantee, they should at least be able to see what you can expect from them. This is why you should request to see some of the agency’s placements for clients in your field to see the type of results achieved before deciding to hire them.
Invest your time
As is revealed in discussions on the same over at guttulus.com, finding the right PR agency takes time. This is why one of the important tips to consider when hiring a PR agency is making sure you invest your time and that you don’t rush into any decisions if you are to land on the perfect fit.
Remember, PR, marketing, and advertising are not synonymous
Another thing that you should consider is if the agency you are checking out is a PR agency that also offers supplemental advertising and marketing services, or if it is a marketing and advertising agency offering PR on the side. Even though most agencies claim to be full-service agencies, for most of them, their portfolios are built on one or two major areas of expertise. Make sure you hire an agency whose main area of expertise is PR.
Don’t be wowed by any guarantee on media coverage
Yet another important thing to note is that media coverage is never guaranteed regardless of how strong a relationship the agency has with media outlets and editors in particular. This is why an important tip here is to note that any guarantees when it comes to media coverage should be interpreted as a huge red flag.
Focus on agencies that have wider capabilities
While you want to hire an agency whose main focus is PR as mentioned earlier, it is important to note that, as discussed over at runrex.com, traditional PR agencies are now a thing of the past which is why you should hire an agency that offers excellent PR services but also offers wider capabilities like digital marketing.
Look for flexibility
According to the gurus over at guttulus.com, you should also consider how flexible a PR agency is before hiring them. Here, you want to stay away from agencies that have a cookie-cutter approach to PR strategies since no two brands are the same. You want to hire an agency that is flexible and can tailor its strategies to match your specific preferences and goals.
Potential for a long-term relationship
When hiring a PR agency, you should be going into the partnership for the long run as per the experts over at runrex.com. This is why you should look for long-term relationship potential before hiring a PR agency. This means hiring an agency that appears to be on the up, as this will ensure that you grow together. Also, avoid agencies that don’t seem to have any clients with whom they have worked for a relatively long period, particularly if they are not a new agency.
Do they practice what they preach?
You want to hire a PR agency that practices what it preaches if you are to be successful. If the PR agency claims to be specializing in executing social media strategies, for example, check to see if they have an updated blog and social media pages.
Avoid yes-men/women
You should also look for PR agencies with experts who are willing to provide you with strategic counsel and speak up when they feel like your ideas won’t achieve much. Avoid agencies that take a yes approach to everything as an agency that challenges your idea and offers alternative solutions always works better than one that agrees to every single idea you have.
These are some of the tips to consider when hiring a PR agency, with there being more where that came from over at the top-rated runrex.com and guttulus.com.