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Shopping for a PR Firm? A "How To"
In today's business environment, communicating effectively with a wide range of audiences isn't a choice, it's a necessity. Doing so requires know-how and creativity-skills that experienced public relations professionals can deliver.
Why hire external PR counsel? A consultant can bring you an objective, independent point-of-view, expert advice, proven strategies and the resources to help you achieve your goals. The right public relations agency will bring you excellent ideas, and the energy to bring them to life. The result: enhanced visibility and credibility and a positive reputation-all of which are vital to the success of your organization.
"How To" find the right agency
- Identify your needs
Public relations efforts can increase your overall visibility, support specific products or overall marketing efforts, deliver employee communications, and strengthen your community relations. What do you want to achieve? The selection of a public relations firm starts with identifying your goals. If you're not clear what communications can do for your organization, an agency can help you develop objectives and a public relations plan to meet them.
- Build a roster of possible agencies
Get recommendations from peers who have worked with public relations counsel. Chambers, industry trade associations and PR associations can be good resources. So too, can reporters who cover your industry. (In this case, just remember that the media's opinions will be related to publicity only, and your needs can extend well beyond media relations.) You can also surf the internet-a firm's website says a lot about its abilities and personality.
- Review firms' credentials and capabilities
Contact the principal of each firm, briefly discuss your needs and assess his or her interest in talking further. Ask about the company's history and business philosophy, and see if it represents any of your competitors. If the answer is no and the principal is enthusiastic, request background including the agency's current clients and experience in your industry.
- Narrow down your list and meet in person
Interview senior management. Look for capabilities, experience and approach. Do they have the depth of talent you need? Have they done their homework on your industry and company? What is their level of interest in your organization's needs? Finally, how is the chemistry?
- Proposal and presentation
If you're still considering more than one firm, ask the finalists to make a presentation. This is an opportunity to see how the agencies think and assess their styles. Are they using technology or do they present informally? The former may indicate a focus on marketing, the latter on personalized counseling. Expect the agencies to focus on strategy and provide ideas, but do not expect a public relations plan. Agencies are paid to do this; if you want a comprehensive plan, you can offer each firm a fee. This is also a good time to ask how the company measures success, discuss methods of reporting and learn about the people who will work on your business.
What's next?
Once you've decided on a firm, meet to discuss contract terms. When an agreement is in place, notify all the candidates of your final decision.
Essentials for a successful client/firm relationship
It's important to approach the new relationship as a partnership. To achieve success and build a strong, lasting business relationship, you'll have to supply more than monetary support. Be prepared to offer:
- Agreement on objectives and contract responsibilities
- Accessibility
- An internal advocate and manager of the PR relationship
- Full information sharing
- Continuous interaction
- Mutual trust and respect
- Time for program and progress reviews
Once you select a PR agency and invest in your relationship, you'll be given the creative ideas, strategic advice and exposure that your organization deserves. Over the long-term, your PR firm will become a key part of your team. Together, you'll broaden your visibility, enhance your reputation--and build your business.
This report is based on information from the Public Relations Society of America's Counselors Academy.
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