Online reputation management and maintaining a positive presence is becoming increasingly important in today’s digital world.
PR firms are third-party organizations that specialize in reputation management and public relations. They can help your company plan how to introduce your brand to the world, and ensure that any press coverage you receive is positive.
It’s important to ask a few critical questions before signing up with a PR firm so you know they’re the right fit for you.
1. What’s your specialty?
Knowing what kinds of businesses work best with a particular firm is essential to picking the right public relations or marketing agency. If you sell luxury goods, it would be wise to find an agency that focuses on this type of clientele—and knows how to get them coverage in publications on brand name media sites. For example, you don’t want a small business marketing consultant if you’re a tech startup hoping for national exposure; instead, look for firms that specialize in helping their clients secure features in key media outlets.
To get the best idea of where your company might fit on their client roster, ask: “What kind of companies do you work with?”
By asking these questions you’ll be able to determine if your potential PR agency has experience with your industry or niche market and whether or not they are likely to understand your needs as well as their own strengths (and weaknesses).
2. Which metrics will show your success for my campaign?
If a PR firm dismisses your questions about metrics, you should avoid them. Your campaign will be measured by specific metrics such as number of publications, brand mentions, traffic, likes, shares, and/or comments, etc, depending on the type of campaign.
A PR firm that ignores your questions about metrics either doesn’t know the numbers or doesn’t care about them. It is important to hire PR firms that can provide you with campaign statistics. Using this method, you and your team will be able to track your progress and adjust your strategy as necessary.
3. What’s your experience working with companies similar to mine?
Regardless of the size or popularity of your brand, you need a PR firm that understands the nuances of your industry.
If a PR firm has experience promoting companies like yours, they will be able to anticipate any challenges you may face and easily navigate the terrain of your niche.
This can help you avoid the pitfalls of misunderstanding your niche and creating a campaign that misses the mark.
4. Do you have a team of writers and researchers you work with regularly?
A PR firm that settles for hiring freelancers or changing staff members every few months is a PR firm to avoid. If a PR firm has a team of regular staff members, you know you’re dealing with a company that is committed to your campaign.
You should also make sure that these writers and researchers work with the company regularly. When you hire someone new to be part of your team it takes time to learn how they operate and what makes them successful; having someone who has been working with you for years means they already understand how things run at your company.
5. How much does it cost to work with you?
If a PR firm refuses to discuss price, you should walk away. PR firms are in a business that involves marketing, branding, and press coverage. You should know how much it’s going to cost you to hire a PR firm. PR firms can do everything from create your logo and brand to writing articles, pitching press, scheduling social media posts, and more.
Pricing is a critical factor for any business when hiring a PR firm. Many agencies offer packages that range from $2,000 to $50,000+ per month. Pricing is often based either on a retainer or flat-fee basis for projects such as media relations and brand awareness campaigns.
Be sure you understand whatever payment structure is being offered to ensure that it works for your budget and needs before hiring someone new
6. What is your proposed advertising budget?
PR firms will often work with their own advertising agencies to promote your company.
You should discuss the budget that your PR firm is willing to commit to your campaign as this will determine the type of advertising you receive. This will also reveal how much your PR firm values your campaign. If your ad budget is relatively low, you should be cautious as it could be a sign that the agency is cheap.
7. What is your strategy for my business?
The best PR firms will have a strategy for promoting your company. Whether your campaign is focused on generating leads, gaining new customers, or handling crisis PR, you should discuss your strategy with the agency before hiring them.
This will allow you to determine if you have similar goals for your campaign and if the firm is the right partner for your company.
8. What’s the minimum commitment term?
The first thing you should determine is the minimum commitment term. This is usually 6 months but can be longer, depending on the firm. If you want to cancel the contract before then, you’ll have to pay a fee—this is called an “early termination fee.”
Knowing when this cancellation window opens and closes will help you decide whether it’s worth it for your company.
9. Are there any final recommendations or tips before I make my decision?
A PR firm that refuses to make recommendations is a PR firm to proceed with caution.
PR firms are in the business of shaping the future of your brand, and therefore deserve input from your company that will best serve your business.
If a PR firm is unwilling to discuss options with your company before you sign the contract, it’s a sign that they’re more concerned with their bottom line than your company’s success.
Hiring a PR or marketing agency is a big decision. A good firm can help you get more visibility, more customers, and more investors.
But there’s no such thing as a magic bullet for your company—so it’s important to ask the right questions about how they’ll build their strategy for your business.
10. Want to get your company noticed? When do we start?
There is no point having a great product or service unless you let people know about it.
If you are interested in spreading the word about your company, book a meeting with our team – this will help minimize your risk of partnering with a firm that isn’t the right fit. You will find a reliable partner who can assist you in expanding your online presence and reach.
