With year-end around the corner and companies starting to plan and budget for their 2021 marketing initiatives, many companies may be considering retaining a public relations firm for the first time or are looking to make a change in their PR counsel for the new year.
Here are six questions you need to ask the agency or agencies you are interviewing before making your final selection:
Do you have client experience in my industry?
While public relations skills are applicable across industries, working with a PR firm that has experience within your vertical has its advantages. The ramp-up time needed to get their arms around your industry’s issues and the media that cover them is significantly shorter if you work with a firm that has relevant industry experience. While I don’t like to “sell” services based on media contacts—reporters and editors move around frequently these days and many newsrooms are shrinking daily—knowing which publications are most influential and targeted to your industry is a huge time and money saver.
Does client size matter?
Yes and no. Knowing how to work with a publicly-traded company is vastly different than working with a small professional services firms in terms of how, when and what kind of information can be shared, for example. But generally speaking, applying one’s knowledge and experience from, say, one hospital to a larger healthcare system is very feasible. Ask for client references, as well as case studies or examples of the agency’s work in your field.
Who will be working on my account?
Agencies are notorious for parading their heavy-hitters and most senior talent when making a pitch for your business and then relegating the work to a more junior team. Ask to meet your entire account team and confirm who your day-to-day contact will be. Ask, too, where your account will fit in with the agency’s client roster. If you are a small start-up firm with a similarly small monthly retainer budget at an agency whose client roster features the largest companies in their industries, there is a good chance the level of attention and the seniority of your account team will reflect that dissonance.
How will the agency measure the success of my campaign or program?
This can be one of the most challenging aspects of running a PR campaign. Some agencies rely on media impressions or complex formulas that assign an advertising dollar value to the amount of “ink” a story affords your company, brand or message. Others rely on website visits, track domain authority or simply consider the measurement of the action taken, such as registrations for a conference or event. Given the myriad ways to assess the ROI of your PR investment, it is so important to clearly communicate your expectations from the onset and confirm how often you will receive activity reports and an assessment of results.
How much will I, as the client, need to be involved?
PR firms need good content to work with and a timely approval process to get accurate information out the door, whether it be for a story pitch, news release, bylined article or sponsored social media campaign. And of course, there are status meetings, events and brainstorm sessions that can take up your time, as well. Be honest about what you can devote to these responsibilities or designate someone on your client-side team to act as the liaison with the agency. Realistically assess what your availability will be and let your agency know so your account team can work around those parameters and plan accordingly.
What kinds of services can the agency provide?
Some agencies are strictly media relations- focused, providing press release writing and submission, story pitches, backgrounders and fact sheets , and media outreach, while others offer a wider array of services that include, for example, crisis communications, event planning, content development, digital marketing, graphic design, website design, and investor relations, and more. Think about selecting an agency that can grow with your needs and budget as your marketing progresses, or consider whether you prefer a more finely-tuned focused.
As you can see, PR agencies—just like the businesses they serve—have a variety of specialties, industry focus and services, and come in different sizes. As you narrow down your list, take the time to ask these questions that will inform your decision and help create a positive partnership. Have questions about how public relations can serve your business? Contact us at nina@ninadietrich.com.