How to choose a PR agency
PR is an integral part of any business but how do you make sure you are working with the right PR agency? Here are our top tips:
- What do you want? – The most important first step is setting your PR goals. What exactly are you trying to achieve? What budget do you have? Do you want a short campaign or an on-going relationship? Make sure your goals are aligned with your overall business strategy.
- Research them online – a company’s website can tell you a lot about their ethos, clients and their personality. Spend a little time researching the candidates and make sure they feel like a good fit.
- Check out www.prca.ie – Is the agency a member of the Public Relations Consultants Association? PRCA member firms are quality audited and must adhere to the international CMS standard. Directors of PRCA member firms also adhere to ethical codes and professional standards including the Code of Lisbon and the Code of Athens.
- Look at their expertise – An agency with familiarity and experience in your industry or products will help get the process moving quickly. Check out who your competitors use to get an idea of the type of agency that might be suitable for your business.
- Ask other people – Ask business colleagues you respect in person or via LinkedIn who they use and why they selected them. Decide if these personal recommendations might also suit your business.
- Ask for references – Any good PR agency will have clients willing to speak on their behalf. Don’t be afraid to ask to speak to some of their current clients.
- Ask the media – If you know any journalists you should ask them for their opinions too. It’s really important that your agency is trusted and liked by your target media.
- Is the team that pitches the one that will work on your account day to day? – Often PR agencies have one team pitch and give the day to day running of the account to different people. Make sure you meet the team who you are going to deal with on a daily basis.
- Experience – Will you have access to senior people when you need it?