Choosing the Right Public Relations Agency
Finding the right public relations agency for your business is one of the most important decisions you’ll make. Public relations and communication is the key component in positioning your brand effectively and efficiently. Finding the right company to suit your business needs should be a top priority.
If you have a product or service that is not limited to a local area, you’ll want to find the right representation who can spread your products, services, and brand message to specific markets. For example, public relations in the Houston market may be specific to a particular demographic. Another region, for example, let’s say Northwest Texas needs to specifically focus on meeting public relations campaign needs for that market.
Outlining public relations campaign goals will help you as you do your research to find which public relations agency is the right fit for you.
Knowing the professional background, experience & expertise, and the main capabilities of your public relations agency or representative will not only help you to choose wisely but also save you time and money. We’ve put together a few key things to look for to find the perfect public relations agency.
Area of Focus
Not all Public Relations Agencies are created equal. Nor do they want to be. It’s important to review and understand the core services of the public relations agency you’re interested in as many have specific specializations.
For example, here at Style of Business, we specialize in digital publicity campaigns, creating PR/communications plans, press release writing & sponsorship proposal writing. We also offer PR representation for arts & entertainment-related projects from time to time. We do not specialize in crisis management. We know what we do well and we’re dedicated to those core services.
Understanding which services are essential to you will help you decide which agency to sign with. For example: Is crisis management something your company needs? If so, Style of Business would not be the right agency for you. And, this is good news because you can now narrow down your search. Move on to finding the agency that offers services that are important to you.
Experience & Expertise
Working with an experienced professional who knows what they’re doing makes all the difference. As you research, check to see what expertise the public relations agency or PR expert has. Checking out their previous work history, clients, and case studies will help you hone in on the type of agency partner you’re looking to hire.
Finding the agency that specializes in your industry or field will help you determine how to best position your public relations campaign efforts. Search for industry professionals and experts who have a proven track record of getting things done effectively. It’s about knowing their capabilities and what to expect beforehand. Their track record will give you the confidence you need to trust an expert who does their job well.
Understanding your Needs
When you got to the mall to shop for new clothes or browse Amazon for a specific expresso machine, do you grab any old alternative? Most likely, you don’t. Especially if you already know exactly what you need. That’s why it’s so important to know your goals or reason behind your public relations campaign.
When you know what you need, you can then express those needs to a prospective public relations agency. Do they understand your business? Does the public relations agency understand your brand’s product or service? How much experience do they have working within your specific industry? These questions are extremely important so make sure you ask them from the start.
In summary
Determining who will be your new public relations agency partner does have to be a headache. It all boils down to choosing a company or PR expert who understands your needs, has the relevant experience and expertise within your industry and the area of focus of your company’s product or service.
We hope the tips in this article have been helpful. We’re also available to discuss your public relations needs as we offer Press release writing & distribution, PR/Communication plans, and Digital publicity campaigns. Feel free to reach out to our team to request a FREE consultation.