There are a lot of benefits you can get with a PR agency, but you also have to be prepared for it and choose the right one. The most important thing is to know what you can expect, but they need to know what you want to achieve. It can happen that expectations are high, but on the other hand, you can gain a lot depending on the situation.
From the start, you and your public relations firm should know who they are targeting and the timescales. Also, there is for sure a lot going on in the company which can interfere with other plans these agencies have, so make sure everything is well organized. Every type of PR should be separated into crisis communications, community relations, and media relations. A lot of details matter when you trying to get to the next level.
Understanding your background
When an agency is successful they would be well prepared before you even start to work together. This includes an understanding of your background and the politics involved in your company. That is the easiest way to be sure that they are professional in what they are doing. When they know your background which includes the services or products you sell, they will have a better insight into what needs to be done.
They should know what are your resources or channels for putting the product on the market. It is simpler to know these facts than you think. By doing basic research, they can simply find out this information or they can just call you and discuss it. This data shouldn’t take long, not over half an hour. If it is done in person, it means they have more interest in understanding how everything works. It’s best when they have the most interest in your company because they will put more effort into it.
Checking the competition
Probably the biggest problem is the competition because if you didn’t have it, the business can only grow. But, because that isn’t the case, you should check what they are doing and how are they managing their business. This is important because you can learn to grow but it can also help you determine if the PR agency you picked is the right for you.
If they mention the competition and what are the outcomes of managing a company that way, that means they are doing their homework. It is a very easy way of noticing how deep they are going and what they are focusing on. Everyone has their own way of doing business, but details may be essential here.
Meeting the team
Many companies have a team that will come to the meeting to represent what they are doing and how good they are, but when they need to work on your problem, a different team appears. This doesn’t mean they are being irresponsible, but you can tell them to come with the team that will be working with you, so you can have a better insight into their work.
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Their presentation can be also separated according to the time you will spend with them. If you are going to spend 50% of the time on media specialists, then their part of the presentation should take one half. It depends on you and what you want to achieve. It’s best when you get to know the team you are going to work with.
Experience and location
Experience says a lot about a company and it will help you determine which one to choose. It doesn’t mean that their reputation will be a crucial factor in choosing them because maybe they are experts in the field you don’t need. If you are looking for a B2B or B2C then look for an agency that has a proven record of working in that field. Read more on this page.
You need to establish right away if they need to establish global networks or work across national boundaries. It is important that communication is on point because it can happen that you want to reach them quickly. Also, you don’t want to have difficulties organizing a meeting in person. They need to have this experience and you don’t want them to experiment with your business.