What works in a relationship with a PR agency is no different from what works for all good relationships. Chemistry has to be there. They have to "get" what you're trying to do.They can prove success in past relationships doesn't mean that they will suit you for sure.
But as with many of the related "mistakes" we make in life, you don't know what you don't, and failures and wrong steps allow us to grow. However, it's still nice if you know what to look for to avoid frequent falls.
I have supported some PR pioneers, from small shops to global agencies, to get their best way of outsourcing PR and communication services. Consider this your five-step guide to finding the best one for your business, as well as how to keep them on board and set them up for success.
Here's what you need to consider before and after hiring a PR agency. If you are already working with one, here are good reminders for you too.
1. Can they demonstrate real results?
Choosing a PR company is like choosing a wedding planner. You want your campaign to be a memorable success; you want the agency to represent you in a way that suits your character and style, and most importantly - you want to be the undisputed star of the show.
Before choosing a company, be sure to look at their current and past customers - who often appear on their homepage - and make sure they've worked with companies in your same industry.
No company can guarantee the results, and anyone who makes these claims should be viewed with suspicion. This means that any reputable company should create successful campaigns for clients in many industries and offer a strategy based on past results, appropriate for your particular case. Many agencies have testimonials on their websites, review them, and the Google company to see if they have been praised / badly spoken on Reddit or other community websites.
2. Do you have to pay a retainer?
Old-school public relations firms, which have monopolized the industry for years, typically charge customers a six-month withholding fee. In addition to accommodation and expensive monthly payments, customers can expect to pay for their services up to six months in advance. Most early-stage companies that do not have much capital to play with cannot afford it.
The six-month holders are obsolete and are only suitable for large companies with a balance. The only way to truly test a PR company's value and expertise is to try them, and you don't want to have to pay for another four to five months if your first cycle goes awry.
Some companies offer a free trial, which allows you to evaluate the company's effectiveness in the promotional, strategic, and editorial stages. However, you need to remember that a full cycle PR campaign can take six to eight weeks, so don't throw in the towel if your phone doesn't ring the first week.
3. What to spend depends on your needs
It's not so much about how much money you can pay now, but what you can do in the long term. Dunlop comments, "There is no magic formula for determining your PR budget - you spend what you can spend. However, my advice is to seek a long-lasting relationship so that you can work together as a team and get stronger every year. In a year ".
You're already spending on the web design companylike Motifcreatives, or SEO, etc. It would be best if you always managed your spending according to your needs. Enlist your needs and design your budget accordingly. You don't have to spend a lot or above your account and dig yourself into debt.
4. How transparent is the firm?
The new school of PR professionals aims to bring the industry back into line with journalistic values based on truth and accuracy, and at its core, to build a positive relationship with the media. The three T's of good PR experience, it is argued, are truth, trust, and transparency.
For this reason, you should ditch any company that guarantees results in top publications and offers to promote your advertisement, whether it's current or not.
Transparency in dealing with journalists is no less important than the PR process itself. The company must be willing to share its media contacts with you and must provide a certain level of transparency from start to finish.
5. What extra perks are offered?
The development of media work goes far beyond sending press releases and writing regular guest articles. When choosing a company, you should carefully consider how much work you are being offered as part of your services and what other ways the company will attempt to get you before the media, in addition to the most traditional methods.
A typical PR cycle has many "dead spots" of inactivity on the client-side. While everyone is on the alert from time to time, there are also quiet times for the client when the PR firm works behind the scenes, getting in touch with the media, making exclusive deals, or playing tennis by email with editors to get things right. Remove guest articles.
While registering with a public relations firm doesn't have to be a lifelong commitment, it's essential to take the extra time to research potential companies and speak to contacts about referrals to ensure you find the right one. Ideally, you should choose a company that you can work with for a long time as they can learn more about your company and come up with interesting new content and strategies that reflect who you are and what you want to achieve.
Summing it all
Hacking and switching companies can be costly and stressful and involve paying multiple sign-up fees and hours of calls and emails to paint a picture of your company and the image you want to share. Before getting into a poorly tuned relationship for the sake of convenience and regretting it, here are some tips to remember and make sure you're completely comfortable before jumping with both feet.