Are You Ready to Commit to Hiring an Agency?
It can be overwhelming to consider the idea of hiring a public relations firm. It’s expensive and it requires time and patience to begin to see true results from PR efforts.
It also a takes considerable team effort to build and establish a trusting relationship with the right public relations firm. However, finding the right agency can pay off in dividends if you do your homework and are intentional in building a true partnership.
I’ve talked about the advantages of hiring a freelancer or consultant, but sometimes it makes sense to hire a full-service agency. Here are a few things to consider as you contemplate hiring a public relations firm:
Do your homework. Agencies can be diversified, offering the continuum of public relations services across a variety of industries, or be highly specialized in areas such as media relations and crisis communications. What exactly does your firm need? Are you proactively seeking a firm to support a growing business? Seeking to complement your existing communications team? Developing a strategy to attract investors? Or are you in the midst of a crisis and need a reputable firm to provide counsel immediately? These all are important considerations in choosing the right fit for your organization.
PRo Tip: For agencies courting potential clients, be honest about whether that company is the right fit. How well do you understand their perceived need? Their industry? Their audience? Are they coming to you out of frustration with another firm or do they have a reputation of agency hopping? Make sure it’s a good fit and not just a closed sale or it could end up costing you valuable resources, including your reputation.
Ask your friends. Referrals are the No. 1 way agencies get new business. If their clients are happy, chances are those clients will offer a glowing review and referral. Check with your friends and business contacts who have successful PR programs and find out who they use. Alternatively, ask if they’ve had any negative experiences with PR firms.
Engage in thoughtful conversation. As you consider two or three agencies to engage with, set up meaningful conversations. Do your due diligence to find out what the agencies provide, how they define success, and what steps they would take with your organization to set up a successful PR program. And be honest with each other. This stage of the relationship involves exploring compatibility, chemistry, and shared values. Each party also needs to be comfortable with saying no, if it seems these three essentials are not in alignment. And this can may require more than one conversation, and that should be OK with the firm. Relationships should not only be transactional; they should take time to establish. And if the firm is trying to just make a sale, there are telltale ways to determine this: Slick presentations, pressure to sign a contract right away, and even a lack of follow-up after an initial call. Both parties need to be honest. If there isn’t a good fit, a reputable firm can offer a referral or provide some next steps for a company to pursue. Doing so is good business; one never knows where the next referral may come from. It could be from a company that had a positive encounter, even if the result wasn’t a signed contract.
Let the fun begin. If after a thoughtful conversation (or two, or three), both you and the agency decide it makes sense to move forward on a proposal, then it’s time to dig in with more deep-dive conversations with the agency. Be transparent, ask good questions and provide whatever will help the agency develop a winning proposal. They may ask to audit your current communications program, help them develop a SWOT analysis, and ask questions about previous news coverage. And, if this is the first time you’ve worked with the agency, it is fair to ask for references, case studies and other information you need to decide if the agency is the right fit for your business goals. It is not fair to ask them for pro bono or discounted work, nor is it the time to withhold valuable information to help them make informed decisions about a successful PR program.
Finding the perfect PR firm is much like finding the ideal mate. First impressions, shared values, chemistry, reputation, honesty and open communication can help you establish a beautiful and fruitful relationship. Ultimately, the right PR firm will help your business navigate the complex world of public relations and achieve long-term success.
Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, presence and authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.
