At some point in your business life you’re probably going to need the services of a PR professional, whether to help project the right image for your business, increase awareness or even create sales opportunities.
However, as the PR environment itself is undergoing drastic change, choosing the right PR agency for your business is becoming an increasingly difficult decision. With all the recent advancements in technology, it’s no longer just about managing your reputation through traditional media channels; almost all PR agencies have expanded the services they provide to include the likes of social media marketing, search-engine optimisation and even blogging.
Beyond the buzz words
A lot of PR agencies that claim to provide these services don’t have the best understanding of it themselves. A good way to check is to see how well the agency has integrated these components into their own business plan.
Clients usually think that their account will be handled by the team that pitched to them; however, this is almost always not the case
So ensure that they are high in Google search rankings (SEO), that they have a blog relevant to the industry they work in or the clients they represent (and not just random ramblings about their personal lives), and follow or become friends with their social networking pages to see if they really are ‘creating a buzz’ as they claim.
Whilst awards and league tables can give you a good start, it’s not always the best way to screen PR agencies. Looking at agencies which have led award-winning campaigns might leave you little choice.
Also, league tables usually apply to larger, more costly PR agencies. Sometimes, finding smaller agencies, where members have previously worked for large agencies, can deliver cost-effective campaigns.
Smaller agencies typically have fewer clients too, which allows them to spend more time on your business.
Price is important, but not at the cost of quality. Problems arising from having a 'cheap' PR campaign that doesn't bring in the desired results or goes wrong may cost more in the long run to repair.
Who is really working your account?
Selecting the right people is probably one of, if not the most important aspect when choosing the right PR agency. Clients usually think that their account will be handled by the team that pitched to them; however, this is almost always not the case.
Arrange to meet exactly who will be working on your account, as often senior executives of a PR agency will come to meet you and pitch, but they will not be working on your account directly. Instead, insist that senior managers clarify what role, if any, they will be playing in your PR activity.
The fact that the agency work or has worked in your area cannot be over looked either. If you run a technology company, you should look for an agency which knows your target media, analysts and events.
Ask them to send you a couple of case studies showcasing the latest coverage they gained in your, or relevant to, your operating sector. A good technology PR agency should always be able to demonstrate their understanding of, and their ability to gain coverage in, a wide range of media outlets including trade media and vertical sector trade media.
If they don't know your industry, you may end up bearing the costs of them learning about it. However, if they are passionate about technology and have conducted good campaigns, they should be able to supply numerous references and sample results of their work within those markets.
Chemistry
Whilst overall, the PR agency’s reputation is key, the right chemistry and relationship with your team can go a long way. Spending time getting to know each other is an essential task; you should see PR people as your business partners, and be able to trust that they can deliver your message to the media when representing your company.
Technology journalists, analysts and bloggers come in all shapes and sizes, so your agency should understand what you do and be able to 'sell' your product or service into the appropriate audience. A consumer technology product that is relatively new may appeal to a wide audience and will need to be explained clearly and often simply to get into national non-tech media.
Enterprise technology products or services, on the other hand, require more understanding of the underlying software or processes. Good tech PR specialists can work with technology companies to convey their messages without the use of jargon.
Realistic expectations
Finally, finding an honest PR agency can make your work that little bit easier. Knowing exactly what you can expect from the PR campaign will help to allocate your money better.
A decent PR firm will tell you what you can expect ahead of time, and then clearly measure against those metrics. Any PR agency which can promise great results in a short space of time may sound great, but in reality, to build a successful coverage trail for a new company usually takes 3-6 months.
Agencies who promise the world often under-deliver, therefore an agency should be honest with you about the results you can expect. Remember not all your news is going to appear in top-tier publications or websites.
This list is just the tip of the iceberg but definitely enough to get them past round one of your selection process.
