Maintaining a positive public image is essential for any organization that wants to build brand awareness and reach a wider audience. Public relations (PR) agencies can help you do this by improving your messaging strategy. However, finding the right PR agency to partner with is rarely a cut-and-dry task. Considering the following tips will help you find the public relations agency that fits your business.
Define Your PR budget
In a perfect world where you have an unlimited budget for PR, it’s easy to find the perfect PR agency match and deploy a successful campaign. However, this is rarely the case in real life. Financial restrictions drastically narrow down your PR agency choices. It’s always a good idea to inform prospective PR partners about your target budget, so they can set realistic expectations and help you find creative solutions to deploy the PR campaign your business needs.
Also, be wary of PR agencies that promise the world at very competitive prices. If it sounds too good to be true, it probably is.
Observe How Prospective PR Agencies Interact with Your Team
Your partner PR agency should have good rapport with your team. After all, they are the ones who will be closely working together for the duration of your PR campaign. If your team and the PR agency don’t develop a good working relationship, you run the risk of experiencing communication breakdowns that could ultimately harm your campaign’s intended messaging.
Check the PR Team’s Track Record and Experience in Your Industry
The marketing industry is chock-full of agencies that make big promises without any proof that they can accomplish them. Take your time assessing any potential partner agency by reading online reviews, talking to the agency’s previous clients, and meeting with fellow business owners who may have news or experiences with the agency.
Client reviews are particularly valuable, as they will give you an idea of the kind of people certain agencies employ. Even positive reviews can signal certain aspects of the agency’s work culture that may simply not be a good fit with yours.
Assess How Well the PR Agency Understands What You’re Trying to Say
Choose a PR agency that makes you feel heard. This may mean taking their time to understand your message and your goals. It could also mean being able to challenge your thinking and helping you articulate your message in a way that is both effective and authentic.
A good PR agency will understand that your message is more than just words. It is a reflection of your brand and your values. They will work with you to develop a message that is both clear and compelling. They will also use their expertise to help you reach your target audience and maximize the impact of your message.
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Ask Potential PR Agencies How They Measure Project Success
PR agencies measure success differently, and it’s critical to choose an agency whose metrics align with your own. There are many ways to measure the success of PR, but some of the most common metrics include media impressions, key message inclusions, target media secured, shares of voice, website traffic, and sales leads.
The PR agency should be willing to work with you to develop a set of metrics that are specific to your needs. They should also be able to provide you with regular reports on the progress of your campaign and the results of your PR efforts.
In addition to the said quantitative metrics, you should also ask your prospective PR partner about how they measure success qualitatively. This can mean doing interviews with customers or random people and asking if they know about your company.
Elevate your corporate communications and public relations campaigns by partnering with a tried-and-tested agency like Stern Strategy Group. We’d love to sit down with you and hear your vision and messaging. Contact us today to get started.