When looking to hire a PR firm, companies often think, “Let’s hire the top firm in our area,” or “Let’s hire a firm that works with our competitors and lot of other companies in our industry.”
Every company has different PR needs and options of firms to work with, but in many cases, these lines of thinking don’t lead to the best results. Here are some ideas to consider as you seek the PR firm that best suits your organization.
Find a balance of industry expertise vs. competition
PR firms that specialize in specific industries have existing relationships with journalists who cover those industries that they can leverage. However, if the firm’s client roster includes other companies like yours, you can end up competing with them behind the scenes (and unbeknownst to you) for opportunities. The firm that is likely to perform best for you has a knowledge of your industry, but doesn’t currently have any other clients quite like your organization.
Do you need a vendor or a partner?
A firm that is going to have a noticeable impact on your business will do more than merely pitch the press and coordinate stories. They will become embedded in your organization and find new ways of expressing and reflecting what you stand for. A PR firm that will “get stories for you” can only take you so far. A firm that is passionate about understanding and sharing your point of view will achieve more widespread and powerful results. In addition, having an advocate for your company collaborating with your staff on creative ways to highlight their work renews their enthusiasm for your organization.
The proof is in the press
Ask a firm you’re considering working with for examples of past campaigns or do a Google News search for their clients. Since each campaign fits different outlets, pay less attention to the specific placements and more to the caliber of media and the quality of the stories. Does the coverage make you interested in learning more about the clients? Does it deepen your understanding of who they are?
Can the firm paint a picture of what you’ll achieve together?
In addition to impressive work for other clients, a PR firm that’s likely to do well for your organization should be able to express clearly what they envision is possible in your work together. In doing so, they hopefully will demonstrate an understanding of your goals and show how their work ties to your business objectives.
How will the firm integrate into your organization?
Each PR firm has a different process, and some will fit better with your communication style and workflow than others. In fact, the ability to work well together often has a profound effect on the success of a campaign. Do you prefer a close relationship with one or two principals at a small firm, or a larger team of varying experience levels working on your behalf? In what ways do you hope to collaborate with a PR firm, and in what ways would you like the firm to be autonomous? Who at your company will manage the relationship with the firm and what works best for him or her?
How will your company integrate into the PR firm’s business?
It’s important to know if the person pitching the firm to you will do the work—you don’t want someone you haven’t met representing you to the media. Learn as much as you can about how the firm’s business operates. How many clients does the firm you’re considering typically have at a given time, and how many clients does each rep work with at once? Reps at large firms can have 10 or 20 clients to juggle, though they typically have a larger supporting cast than small firms. If the firm tends to work with larger clients and you’re relatively small, how can you be sure you won’t be a low priority?
Ask about a time they said no
PR firms have to choose their clients carefully. Each client a firm takes on is exposed to the relationships most crucial to that firm—the press—so PR firms have to trust their clients and believe in them. They also have to be certain they can get results because a campaign that doesn’t produce press coverage leaves no one happy. You can learn a lot about a PR firm by asking about clients they’ve opted not to work with and why.