PR agencies help businesses build, improve, and protect their brand image through effective media relations.
However, a minor PR mistake can cause your business reputation and revenues to spiral out of control; so be sure to choose your PR agency wisely. If you’re overwhelmed by the process of sourcing a PR professional, there are teams that can help you find and hire a reliable public relations agency.
But, if you are determined to go about it on your own, here is a list of tips for finding a team that you can count on.
Choose an Agency Specializing in Your Industry
It is essential to hire a PR agency that understands your business domain and has experience helping other companies in your industry. The branding and advertising world is dynamic.
A PR agency that does not specialize in your industry may not handle and manage business conflicts smoothly. The experts should also be well-versed with your business history, media platforms, corporate strategies, and business workflow requirements.
Go through Review and Referrals
Check the reviews and testimonials from former clients on the PR agency’s website. An agency that has high ratings and lots of positive reviews will be the ideal choice. Understand the agency’s working style. You can also check their ratings on the prominent agency marketplaces.
Ensure that the agency understands what your PR requirements are before hiring them. Client testimonials will also give you insights into the agency’s performance quality, dedication, and responsiveness.
Study the Agency’s Track Records and Accomplishments
Go through the agency’s website and study their track record and accomplishments. You may also look for information on the agency’s PR strategies and the specific areas they specialize in, such as media relations, crisis management, community relations, etc.
Success Measurement Tools Used by the Agency
A great PR agency will have effective success measurement techniques in place. Clear communication and agreements on how you intend to measure success are essential.
Study the performance and ROI at different stages of the PR campaign. Keyword rankings, social media shares, website traffic generation rates, and sales revenue stats could be essential success measurement parameters.
Choose a Result-Oriented PR Agent
Choose an action-based and result-oriented PR agency. Agency marketplaces like the agency guy can help you choose agents who offer actual results. Tools like performance reports, definite, budget-oriented plans and analytical statements can help drive better PR results.
The agency may use newsletters, sponsorship strategies, and other digital PR techniques to improve campaign effectiveness.
Analyze the Agency’s Network and Media Connections
A great PR team will have numerous media connections and robust networking capabilities. PR agents work with journalists, editors, industry experts, thought leaders, influencers, and other agencies.
A PR team with excellent networking capabilities can help improve your business visibility and your conversion rates. These experts may use pre-launch marketing strategies and other techniques to boost the demand for your upcoming products and services.
Check the Transparency Policy
As with any professional collaboration, the transparency policies of the PR agent are a crucial factor to consider. Go through the service agreement offered by the agency and check if there are any hidden costs or implicit conditions.
According to John Bertino Founder, CEO of The Agency Guy INC., all your business data is sensitive. Hence, it is vital to choose a PR agency that guarantees client confidentiality.
Consider Your Budget
The rates charged by the PR agency should align with your budget. However, the quality and reliability of your agent also deserve attention—a reputed PR agency that has helped many successful businesses reach their full potential will likely be more expensive.
Interview Several PR Agencies
You may consider sending out proposals to multiple PR agencies. Study the costs and benefits of working with each of these agencies before finalizing one.
An experienced PR agent will give you effective crisis management solutions and business promotion strategies. The agency should provide you with ideas and suggestions on how best to communicate your brand message and values to media channels.