Public relations are broad terms that encompass elements like public relations, brand awareness media relations public relations corporate communication, numerous other aspects. Since it is costly to employ an internal relations team, small or mid-sized businesses typically contract out their communications tasks. For larger businesses, it could be beneficial to establish an internal team that can work with an outside PR firm, conduct media outreach, fulfill the objectives of the company, formulate important messages, and assist with crisis communications and other communications.
A properly trained PR firm is a major advantage to any company regardless of its size. Since public relations cover a variety of aspects, it can be difficult to understand the specifics of what PR agencies do. This article will review the top 7 services provided by PR agencies and offer nine ways to choose the ideal PR firm for your business. The article will conclude by explaining the cost to hire the services of a PR firm.
Hiring a PR Agency: 10 Ideas
If you don’t have a PR agency or internal PR department, it is advised to engage one. Locating the top Publicist and PR company isn’t an easy task and we recommend asking your contacts for suggestions. If you’re in search of the perfect company, here are nine options that will help make the procedure of hiring a PR Agency much simpler.
1. Set Goals Before Anything Else
As with any other marketing technique, It is crucial to establish your objectives before making any hiring decision regarding an agency or publicist to manage PR. Make a list of the goals you’d like achieved by working with a PR agency and then narrow down your choices to the PR professionals who is most appropriate for you. Here are some ideas by OtterPR to help you start:
- Increase brand awareness
- You will be recognized as a respected thought-leader
- Be aware of a specific product or service.
2. Consider All Options
There are three basic choices for hiring PR
- An internal team of publicists.
- A PR agency
- A mix
Each option comes with a cost and will require the involvement of multiple departments within your company. The best option to think about when you’re capable of paying for it is to employ both internal and external PR specialists (even when there is only one PR person within your company). Publicists and PR professionals from within have greater knowledge of the marketing strategy for your company and will work with an external agency to design a successful PR strategy for your business’s image.
3. Calculate Your PR Budget
The procedure to hire a PR agency and a publicist can be costly. If you don’t set the budget, and then present your budget to prospective companies, then you might end up going too far of choosing a PR agency and publicist which you are unable to afford and are wasting your time and time.
When you’re calculating your budget for public relations, be sure to include:
- Base retainer
- The plan will explain how to proceed if the PR agency or the publicist are required to surpass the budget
4. Decide on an RFP (or No-RFP) Process
If you’ve never been a part of an agency that deals with PR, you’ll probably require the formal RFP process. This is the most fundamental procedure:
Note down your goals and the things you’d like to see the publicists and PR agencies to achieve.
- Create a list of possible public relations agencies (aim for 10 companies)
- Contact the agencies you’ve found to inquire whether they’re accepting new clients. Also, ask regarding their qualifications
- After you’ve gathered the information for each agency you’re thinking about, select the three agencies that are the most distinct.
- Request suggestions for the three best alternatives.
5. Ask For The Right Information in Pitches and RFPs
If you choose a company through an official RFP process you can be sure that you will be receiving presentations from all the firms that are finalists. They will inform you about the products and services they could offer. What details will they offer you? If you’re in process of preparing your presentation portion of the process It will help you save time by asking three things:
You can ask the agency that you’re presenting to limit the details they share regarding their company. You did not pick from the beginning and are already aware that they’re part of the PR firms which you’d like working with and don’t have to prove their value now.
Make sure that the pitch is presented by the person in charge of your account. Everyone wants to give their best. If you’re swayed by aggressive people who do not actively work together on the account you’re currently in it’s possible that you won’t be happy with the group you’re with.
Ask that all team members working on your account be present during the presentation. This is a fantastic opportunity to get a better look at team dynamics and discover the strengths that each team member can contribute and how they’re thinking about.
6. Choose a PR Agency Size
There are big and small PR firms, but don’t be fooled by that if you’re an entrepreneur with a modest budget, an agency that has a smaller scale is the best option for you. Every PR company has its own team and a unique approach to public relations. The bigger PR agencies typically have more reach and bigger networks, while smaller PR agencies may be better able to offer services to an industry that’s an area with local expertise and a more personal relationship.
7. Find a Likable PR Agency
It’s crucial to have knowledgeable and experienced PR agency personnel however, it’s also essential to love them and want to work with them. Imagine your PR firm as an integral component of the team, not as an outsider. If you were to create an internal PR group and you were to employ them? If you don’t like their work, you’re not likely to enjoy working with them.
8. Make Sure They Offer at Least One Really Good Idea
During the pitching meetings during the pitch meetings, the publicists and the PR agency will present marketing ideas that are based on the RFP. Don’t criticize them too harshly. Be aware that they’re playing the contest solely on the basis of the information you’ve given them. But, they need to be able to think of at least one idea for a campaign that really makes you smile.
9. Understand Your Contract
Once you’ve decided on the publicists and PR agency you’d like to collaborate with, you’ll need to sign an agreement or a statement about the project. The agency has this document available for you to utilize. Be sure to take time to read it and consult an attorney, if you’re able. It’s not likely that the PR firm will try to deceive you, however, it’s still advisable to review the contract carefully to:
- What you get
- Don’t be afraid to seek amendments to the contract in case you discover that certain parts don’t work for you.
10- How Much Is The PR Company in New Technologies?
PR agencies and publicists are able to use AI or analytics that can be predictive to help clients identify new opportunities to boost their influence and make informed choices on crisis management, and even tweak campaigns based on feedback from real-time. Clients who work with PR companies using these tools will enjoy an advantage, particularly when you consider how ignorant the majority of PR professionals are on the benefits of using these techniques. According to the USC study, as an example, just half of the PR professionals believed that live experience of marketing in real-time to be an essential skill in their arsenal to learn. However, just 34 % and 24% of respondents believed the same about Artificial Intelligence as well as Software programming and vice versa.