business builder public relations
Careful choice
leads to solid
PR relationship
by Katy Tanghe
PUBLIC RELATIONS can be a powerful tool to help small companies achieve their business goals. Many successful organizations with solid reputations have a public relations firm as a partner.
Fortunately, there is an abundance of agencies to consider and choose from. Finding the right firm for you, however, deserves considerable thought and evaluation.
Business owners, marketing managers or anyone tasked with hiring a public relations agency should consider the five questions below.
1. What experience does it have?
If you were going to hire an architect to design a building, you would certainly ask to see previous work before handing over the job. When evaluating PR firms, it is as important to look at their experience and expertise.
Specifically, look for familiarity with your industry, target publications, tradeshows and the relevant issues affecting your business.
An experienced PR firm should be able to present a campaign that comprehensively addresses each facet of public relations that will be beneficial for you. In addition, the firm should be able to easily map its recommendations to your business goals.
Make sure to request a list of client references. If past and current customers sing the firm’s praises and discuss how their campaigns are helping their businesses, you can be more confident and assured in your ultimate decision.
2. Is it the right fit?
This is probably the most important question you can ask. It would be beneficial to know if you are going to be the firm’s biggest — or smallest — client. If you fall on the smaller side, find out how they plan to make you a top priority even though your budget may be more limited than others.
You will want to find out what exactly the agency is able to do. If you are planning a global launch, will they be able to support it?
While you might need a firm with offices around the world, there are plenty of firms that can deliver the results you want without paying for the overhead you don’t.
Be willing to ask who your team will be. Often enough, agencies will send in high-level PR executives to pitch the business, but you will rarely see them once a program has started.
Ask to meet your account team before agreeing to move forward. The last thing you want is to sign an agreement and find out that your account team lacks any senior-level staff.
3. How much will I pay?
Another critical factor is to discuss budget parameters up front, and to agree on the method in which monthly activity will be charged.
Many firms use monthly retainers, while others bill hourly or on a project-by-project basis. Regardless of the method, be sure that the firm you choose has a system that makes them accountable for the fees they are charging.
Request monthly or even weekly memos that detail how your marketing dollars are spent. After a campaign is complete, it will be worth your while to request that your PR firm measure return on investment and present you with the results.
It's your money: Shouldn't you know what you are getting for it?
4. How accessible and flexible is the firm?
Today's news cycle is active 24/7 and your PR firm should be able to keep up. When a major industry story breaks, you need an agency that will be on top of it and take the right steps to ensure you receive positive press.
Conversely, if a negative story should appear, you will want the same proactive attention and counsel from your firm immediately.
A good agency will also make itself readily available. Changes that might impact your public image could occur at any time. It is important to find a firm that returns e-mails and phone calls promptly.
You should expect to speak with your firm many times a week if not daily; any agency that doesn’t offer this accessibility isn't worth your investment.
5. Will they be a partner or a vendor?
When you meet a PR firm, it should become quite clear if they are looking to merely sell services, or if they want to work with you to expand your business by creating a positive image for your growing organization.
Find a firm that has the type of personalities you are most comfortable working with.
An agency should want to pursue activities that will directly affect your bottom line and they should present ideas that reflect your input, not sell you on services.
The right agency for you will be one that can correct its course quickly if a strategy or campaign isn’t achieving the results you want. A good firm will want consistent feedback, both positive and critical, to make sure that the client/partner relationship is successful.
[contact] Katy Tanghe is public relations director at Snow Communications in Minneapolis: 612.337.0740; ktanghe@cybersnow.com; www.cybersnow.com
