Note from Cat: When I recently asked my twitter community what they wanted to know about when it comes to business management, one of the responses I received was "I'd love to know more about the do's and don'ts for engaging a PR firm! i.e. when should you and what to look for" (from the incredible bespoke shoe company, @ShoesOfPrey). So, as part of #BeMyGuest Month I've invited Peta Ellis, from City Publicity, to answer this great question)
What to look for when engaging a PR Company
Not every company in the world needs a PR representative, it all depends on circumstance, resources, what you actually want to accomplish and whether or not you can achieve it yourself.
There are many factors to weigh up when considering if you need to hire outside help to obtain the public relations, media relations, marketing boost, promotional or advertising assistance needed to take your company/business/brand to the next level.
If you aren't completely certain after debating the pros and cons ask yourself these questions:
- Are we getting all the PR we deserve?
- Is our competition getting more than their fair share of media coverage?
- Would media coverage bring more business to our company?
- Do we have a PR strategy or marketing plan incorporating continuous year round media coverage?
- Do we have someone in-house capable of managing our own PR? (Must have a head for marketing, be a good writer, be confident and have local/industry media contacts and the ability & know-how to communicate to them!)
- Do you have the time to spend on PR? PR is something that needs to be planned for and executed over a long period of time. PR is something that only gets stronger as you put more effort into it.
CITY PUBLICITY’S TOP 10 TIPS ON ENGAGING A PR COMPANY
- Ask for referrals: The best way to short-cut the searching process is ask other businesses that already outsource PR who they recommend. Asking around will cut your searching time in half – better still, ask some journalists who they like dealing with and who they find thorough and professional – a sure fire way to find the best quickly. PR companies are in the reputation business, so they should have a great one if you want them to start managing yours!
- Ask for a portfolio: Companies proud of their work they will be happy to show you their prior work they have completed for past clients. This will give you a better understanding of their style of writing and results achieved and the type of clients they have worked with in the past. Often companies display this on their website.
- Find out if the company has in-depth knowledge of PR 2.0: Do they really “get” what PR 2.0 is all about? Do they have experience in its various mediums? Have they demonstrated an ability to use corporate blogs, search engine optimization, tagging, RSS feeds, and other new social media techniques to build a stronger brand image, create awareness and buzz, generate sales opportunities, and influence the perceptions and behaviors of a target audience. Discussing this with potential candidates is essential as PR is no longer about writing good press releases and sending them out.
- Find out if the company specialises in any particular areas: PR firms typically have expertise in a couple of areas. Examples include beauty, lifestyle, food & wine, business, tourism, healthcare, tech, crisis communications, consumer packaged goods and social media. In some areas, such as entertainment and sports, a specialist is a must. However, in any industry, you’ll typically get stronger results from firms with experience in your industry or field.
- Determine who will manage your account: Many times, the team or person that pitches for your business is not the individual that you’ll be working with day to day. It’s important that you talk with your day to day contacts to ensure there is chemistry and a thorough understanding of both your business and your goals.
- Find out what is included in a typical contract and how the pricing is structured: Many firms require a contract, and have set fee structures. It is important to review the contract and understand fully what it involves. Fees should also be discussed upfront and all sundry charges should be explained first so there are no interesting surprises at invoicing time. You need to also be very clear about your budget and advise the PR Company what your financial limits are. Be strong on this, do not sign up for an ongoing contract under the assumption the PR results will bring in enough business to cover the spend of the PR. Pay for what you can afford now – you can always adjust your spend later on.
- Determine what you expect to achieve when engaging a PR company/person: If you set realistic goals upfront and explain what you hope to achieve though PR - you have something to aim for – so will the PR person. If you don’t start with a clear plan, it is hard to gauge results at the end. No reputable PR firm will guarantee results. That just doesn’t happen. But you can ask to see placement reports for other clients to get a feel for the firm's track record. Remain open and ask if what you expect as a result is realistic, then you avoid any disappointment.
- Find a company with the right contacts: Much of PR is based on contacts. Find out where their contacts are; locally, regionally, nationally, etc. Are they bloggers, analysts, journalists, TV producers or all of the above? What kind of relationship do they have with these contacts? Is the firm well liked by the media? Perhaps even ask for a media reference.
- Find someone who seems genuinely passionate about your business and product - (the No Bullshit policy) PR’s are often engaged to “flower-up” certain topics and products. It is seen by journalists as fake and unbelievable. The PR is really both a spokesperson and salesperson for your business, so it’s best that they genuinely like it and appear passionate when talking about you in a pitch. Journalists will see right though someone who is putting an impersonal ‘salesy’ spin on something to get a story and loose interest.
- Find people with the best ideas: Sometimes even the best in-house PR mavens can run out of good ideas. Just as in a re-brand or website redo bringing an outside agency to revitalize your PR can pay huge dividends. Good PR agencies know how to look at a product, service, or company and see something new – something buzz worthy. Something that you think is dead or tired can quickly be taken to a new market or a new outlet and quickly gain legs. Using a PR firm that can quickly dial up their contacts and test new ideas can spring to life a fading product or business. Remember though, even the best PR can’t revive a dying product, make sure there is something there and be honest with your agency about past successes and failures so they can provide proper strategy.
I heard someone say once “Hire a PR Firm… Before You Need One” and I couldn’t agree more!
Getting good PR is a process. It requires well thought out plans, implemented with passion, and a focus on results in the form of getting your story told to the world.
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