Choosing a public relations agency can be a difficult decision for some. After all, it’s a big investment that will give your company a lasting impact on your brand and reputation. A successful PR campaign can help expand your business in ways you have never imagined. When picking your PR agency, here are 4 important questions you should be asking:
What Are Your Business’ Goals And How Is A PR Agency Going To Help Achieve Them?
Whether you are looking for more credibility in your industry, consumer interest or increased valuations, PR can help. For brands that are new to public relations, PR is one of the most important tools for establishing your business as a thought leader in your industry and build your brand recognition.
Positive media mentions is key to building that brand recognition. Especially for brands that have never worked with a PR agency before, a brand-new campaign can jumpstart the narrative for your business and creates new buzz. Choosing a PR agency that understands your goals and how to achieve them is essential to your brand’s success.
What Is Your Specialty?
It is important to find an agency that specializes in your industry and has strong media connections that align with your business. As a financial advisor, it would not be very beneficial to work with a PR agency that focuses on hospitality and tourism, as an example. Using a finance-focused agency will ensure you are reaching your target audience and will have more impactful and consistent PR success.
How Are You Going To Measure Success?
Depending on your business’ goals, measuring success will look different. If one of your goals was to increase consumer interest, then perhaps a key metric to look at is whether or not your traffic to your website has increased, for one example.
If you are looking to gain a broader social media reach, then perhaps picking a PR agency that will integrate press hits and your social media strategy. When media hits are spread through social media channels and email marketing, they will have a more powerful impact.
What Will You Need From Me?
A strong PR campaign is the result of strategic teamwork between agency and client. PR is all about strong relationships, and that also means the relationship between you and your chosen PR firm. There should be a clear line of communication so that your PR team truly knows your brand, your goals and your values.
PR professionals are your representatives to the media and thus, need to understand what you will (or will not) comment on to have a smooth, successful campaign. Your PR agency becomes an extension of your team, and becomes invested not only in your PR success, but the overall success of your business.
It is equally as important for you to be leveraging your press earned (social media, email marketing and showcasing it on your website) so the work your public relations team is doing is even more effective.
Choosing the right PR agency is a big decision. There is a fit for every business, but you need to know the right questions to ask yourself and your prospective firm. You should approach this decision as informed as possible. When done correctly, the partnership between you and your PR team can leave a lasting impact for your business.
Lexie Kilpatrick is an Assistant Account Executive at Flackable, an award-winning public relations agency representing financial and professional services brands nationwide. To learn more about Flackable, please visit flackable.com.