When deciding on a PR agency, you may find yourself spoilt for choice. However, the reality is that not every agency will be a good fit. More importantly, ending up with the wrong one can often have detrimental impacts on your business.
With such high stakes, it’s vital that companies make the right decision when it comes to outsourcing their PR requirements. While it may seem like a daunting process, here are three steps you can take to ensure that you are teaming up with an agency that is best suited to you and your business.
More often than not, PR agencies provide similar services; it’s their performance that sets them apart. Therefore, the first simple step to take is to ask to review previous work and case studies. This will help you to fully understand the agency’s true capabilities and whether they have the capacity to fulfill your requirements.
Take into consideration the following:
- Have they worked with a similar brand before?
- Have they taken on projects of a similar size and scale to yours?
- Do they highlight any return on investment?
- How do they measure success?
- What brands have they worked with?
- Do they have retained clients?
- How long have they been in business?
- Have they been recommended?
An agency may look perfect on paper, but it’s the people that make all the difference. Let’s say that you were hiring internally. What would be your main concerns? Ultimately, for many businesses it boils down to having employees that are qualified and can be trusted to deliver results. This very approach should be kept when outsourcing.
Early in the process of choosing a preferred PR partner, you must identify how transparent the agency and its people are. This can be done through asking the right questions, such as:
- How do you report your results?
- How do you deal with a project / campaign that is not going to plan?
- How do you communicate with clients?
- How often do you communicate with clients?
- What happens if our objectives are not met?
- What return on investment can you promise?
Most agencies are built on a set of values. It’s important to recognise these, as they reveal purpose, and this is fundamental to differentiating one company from another.
Before investing in an agency, you must first understand why they exist? What are their goals and objectives as an organisation? Ultimately, being purpose-driven is a reflection of the company’s ambitions and clear desire for success. The more driven and ambitious an agency is, the more committed they are to delivering results for you!
Finding the right PR agency is not always easy, but is certainly worth all the effort when you get it right. If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on firstname.lastname@example.org or call 01924 862477.