So you have decided you would like to use a PR agency for your business. Firstly look at the types of clients the agency represents. If the firm only handles very large accounts, you might need to look elsewhere. You also need to consider whether there will be a conflict of interest if the PR agency is handling a competitor of yours.
Find out how long various clients have used the agency. Do they have a fair number of clients with whom they have long relationships? Or do they have an unusually high rate of client turnover? If so, the clients may not have received the results they expected from the agency.
If an agency seems promising, talk to some of its current and former clients and ask them for their opinion of it. Did they receive the personal attention they wanted? Were they made to feel important to the agency? Did they feel that they always knew everything the agency was planning for their campaign? Did the costs justify the results?
After you’ve found two or three agencies which seem suitable, set up a meeting with an account executive at each agency. Be sure to ask for the executive who would service your account. You could speak to a smooth-talking, personable representative and end up working with an unenthusiastic, overworked executive who is more interested in serving some of his larger accounts than yours.
Have the account executive go over an actual recent account case-history with you. Have him or her explain the objective of that campaign, the strategy used to achieve that objective, and the results of the campaign.
Intelligent, inventive strategies will obtain the best results. Look at the various strategies used by each PR agency. Which approach do you prefer? Of course, different objectives call for different strategies; but you will probably find that you prefer one firm’s approach over the others.
Most importantly will you get clear reporting of activities undertaken? Do you have agreed on expectations of the results.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.