Looking for a new service of any kind can be daunting, particularly when you’re considering promoting your personal or business brand with a new public relations approach.
Many of our new clients come to us as referrals from existing clients – they see what their contacts are doing in the media and want to know how it’s done.
But what do you do if you don’t know anyone who can introduce you to the right PR agency? If you’re unsure how to choose a PR agency, here’s some steps to point you in the right direction:
Clarify your goals before reaching out
What do you want from a PR agency?
First, consider what you do and don’t want from an agency.
Do you want product placement, to engage in influencer marketing, do you need market announcements drafted for your listed business, or do you want to build your business or personal profile by doing mainstream media interviews?
By identifying what you do and don’t want from an agency, you will be able to draft a better list of agencies to contact without wasting your time with the wrong agency.
Types of PR services to consider
Here’s a comprehensive list of PR services that agencies specialise in:
- Crisis management
- Media relations
- Public relations campaigns
- Corporate communication
- Branding
- Award nominations
- Branding
- Social media management and digital public relations
- Stakeholder engagement
- Community relations
- Change management
- Media training
- Speech writing
- Marketing
- Content marketing.
Research and shortlisting
Search beyond your postcode
Do your research – once you’ve figured out what kind of PR service you need, do the usual Google and LinkedIn searches to identify agencies. Make sure you go beyond your local area and search for agents operating in the markets you want to build your profile in.
Think big. The right agency that is best suited to what you want probably works with clients remotely.
Check their media track record
Once you’ve got three or four solid options, read any online reviews you can get your hands on and do a deep dive on socials, particularly LinkedIn.
If you’re looking to generate mainstream media stories with a PR agency, make sure you check out the links to their various media wins on LinkedIn or what media engagement the agency is tagged in. This will most likely have been generated from the agency and will give you an idea of the type of media they can get for their clients.
Budget considerations
Budget is important – you might be aligned with an agency in terms of outcomes sought, but many PR agencies charge high ongoing monthly retainers or hourly rates that can quickly accumulate beyond budget.
It’s a good idea to filter your options relatively early by what you’d be willing to pay for a PR service.
What to ask a potential PR agency
Ask them exactly how they operate. Do they send media releases en masse (you’re looking for an agency that does not do this), do they call or email journalists to follow up (email is almost always best), have they worked in the media before (an experienced journalist is ideal), do they contribute to any media now (how relevant is their experience in modern media)?
These questions will give you an idea of how up to date an agency’s media networks are and how well they know the business, from the inside.
From there, it comes down to relationships.
You need to be able to trust your agency to represent you well. Trust your instincts when choosing the right agency and then trust your agency after you’ve appointed them!
You’ve done the research. Now take the next step and contact us today.
