How to Choose a PR Agency
What is Public Relations?
The Canadian Public Relations Society (CPRS) defines public relations (PR) as the “strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.”
PR involves building and maintaining relationships with the media, stakeholders, and your intended audiences to promote a positive image for the organization. Working with a public relations agency can benefit your business by helping to increase brand awareness and credibility through strategic messaging and media placements. A PR agency can also assist with crisis management and damage control in the event of negative publicity. A good PR agency can provide valuable insights and analysis on industry trends and help to position your business as a thought leader in your field.
Working with a public relations agency can be a valuable investment for businesses looking to enhance their reputation and reach their target audience effectively.
How to Choose A Public Relations Agency
Choosing the best public relations agency for your business can be a daunting task, but it's essential to find the right fit to help your business grow. Here are some factors to consider:
Experience and Specialization: Look for an agency with experience in your industry or niche. They should have a track record of success in similar businesses. This will ensure the agency you have in mind already has relationships with journalists and media professionals that want to write about your business!
Services Offered: Make sure the agency offers the services you need, such as media relations and training, strategic planning, stakeholder relations and marketing.
Reputation: Research the agency's reputation by reading reviews, speaking with references, and checking their portfolio. Don’t be afraid to ask for these things if they aren't immediately offered! A great way to find an agency both in your industry and with a solid reputation is to ask for recommendations from friends and colleagues.
Budget: Determine your budget and find an agency that can work within it. Ask for a detailed proposal with pricing and services included. If you’re looking for pricing transparency and the agencies you’re speaking to want to keep it vague, don’t be afraid to ask questions and, if necessary, cross the agency off your list. You should always know exactly what you’re getting for your money!
Values: As with any relationship, it’s important to find an agency who’s vision and values align with your own. These are the people who will be handling sensitive conversations on behalf of your business! Your reputation is in their hands! Make sure you’re on the same page about what things are important before you sign on the dotted line.
Chemistry: As important as track record and values are, if you don’t click, you don’t click. Try to schedule a face-to-face meeting (video works, but in-person is better) to ensure you gel with your potential new partners, because that’s what it is — a partnership!
Communication: Choose an agency that communicates clearly and frequently with you. They should be transparent about their strategies, progress, and results. You want an agency that will be attentive to you and your needs, and never leave you on read.
If you are looking for a PR agency, we hope you consider Formidable. We can handle everything from strategic communications to PR representation and media coaching.
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