With so many PR agencies out there it can be quite overwhelming trying to choose one. It does pay to be fussy though, especially with many PR agencies making false promises. You will want to receive the best return on investment possible, so before choosing a PR agency, ask them the following questions.
What’s Included as Part of Your PR Service?
It’s essential that you ask this question before signing any contracts. The reason why this is important is because a lot of PR agencies charge additional fees for securing media coverage. Will they charge extra for copywriting? Also note that if a PR agency asks you to pay to pay for an interview, this coverage isn’t PR, its advertising. The last thing you will want is to receive a hefty invoice for something that you thought was included as part of the service.
How Much Input Will You Require From US?
Some PR agencies like to handle everything themselves, where as others prefer it if you have an input. If you have adequate resources and the time to have an input on a PR campaign, then this won’t be a problem. If you need an agency that can handle the entire process from start to finish, then you will need to ask them exactly how much input they expect from your team. For example, the PR agency might ask you to write content or provide them with a list of media publications that you would prefer to be published in. Regular meetings are also a part of most PR campaigns, so you should ask the agency how often you will need to be available for meetings or interviews.
How Much Exposure Can We Expect to Get?
This is the most important question to ask, purely because the whole reason for hiring a PR agency is to gain media exposure for your business. While it’s hard for the agency to give you an exact figure, they should at least be able to provide you with an approximate estimation. It would be bad bit of business to pay a monthly retainer without getting any exposure in return.
Do You Have Any Case Studies That You Can Show us?
There is no better form of approval than a case study from a successful campaign. Not only will this show that they are capable of achieving good results for clients, but it will also show that they can provide an adequate level of customer service. If they can show you examples of successful PR campaigns that they have provided for clients in the same industry as yours, then is a major plus point.
Are There Any Other Services That You Can Offer us?
Even though you’re hiring a PR agency for media relations, it’s quite likely that they will be able to provide you with additional services which could benefit your business in other ways. For example, they might be able to provide content generation services or social media marketing. Sometimes it can be a lot easier if all of your services are provided by one agency.
What Makes You Different to Other PR Agencies?
This is the question that will separate innovative PR agencies from the average ones. Any reputable pr agency should be able to answer this question instantly. This is the perfect chance for the PR agency to sell themselves and for you to get a better idea as to whether or not they are the right agency for your business. For example, Quadrant PR a Cardiff based agency pride themselves on their strategic and creative thinking.
Are There Any Industries That You Specialise in?
There are a number of PR agencies that specialize in just one industry. For example, there are agencies that focus primarily on sport, some that focus on fashion and others that focus on technology. Sometimes it can be beneficial to choose a PR agency that specializes in your industry as they will have all of the right media contacts needed to kick start your campaign.