The purpose of public relations by a company is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view, its leadership, products and services. Common activities for this include speaking at conferences, winning industry awards, working with the press, and employee communication. Generally companies hire a PR agency to manage their PR. The Selection of a PR agency if done well can reward your company in many ways. Below are few points you should consider before choosing an agency for yourself.
Objectives to be achieved with PR: It is essential that both you and the PR agency understand the objectives from the very beginning including timescales and targets. For the relationship to work, everyone needs to understand what is required of them. You should also be clear about what challenges you have faced in the past and how PR agency’s work fit with your requirements. You should also define the deliverable and also understand the types of PR examples being media relations, community relations, etc.
PR agency must understand company background and history: The pr agencies represent their clients with the media and beyond. You should ensure that you chose a partner who understands the dynamics of the company and the potential politics involved, if they have better understanding about products and services you sell, the channels you use to get your product to the market.
Information about competitors: You should have an idea of what your competitors are doing. when speaking with PR agencies monitor to see if they mention them. This will give you an insight into whether or not the PR agency has done its homework on your market space or how innovative they will be in the face of your competitors.
Meeting with whom from agency: When asking an agency to pitch, ask them to send you the actual team that you will be working with and not the agency’s pitching team.
Experience of the agency: You should know your split of clients that work in B2B against B2C. Your pr agency should understand how different media work and can also bring different ideas to the table.
Budget and compatibility with agency: Make sure the PR agency has the capacity to handle an account your size and also find out where you feature on the list of priorities. Always ask for references from past and present clients. Also ask an agency what its biggest paying client is.
Client portfolio of agency: You must ask them for a list of their past, current and recent clients and how long they have worked with them. This will give you an indication of the type of experience of your market they have which could be potentially complementary. You will also be able to ensure that they are not working with one of your competitors.
If these are followed then you might be able to partner with the right PR agency for your firm.