PR Agencies: Who Needs Them? You Do!

Shirley Matthews
Aug 23, 2017 · 3 min read

What is the role of a public relations agency? As opposed to an advertising company, a PR agency builds up an organization’s or an individual’s reputation with the use of editorial exposure. These are the stories you often see on newspapers, magazine, and websites. These are different from advertisements.

However, both PR agencies and advertising companies share the same goal and that is to promote their clients, to make people aware of them and see them in a positive light.

A company or an individual hires a public relations agency to protect their image. A good PR agency knows what an organization needs by careful analysis of what goes on. Whenever there is bad news, a good agency will know how to respond to damage control.

A good PR agency can bring your company to the forefront and help it rise above its competitors. Here’s how you can select a good PR firm.

Establish your goals

For starters, what are the things that you want to achieve when you hire a PR firm? What are your objectives? List them down as this will help you narrow down the search. Are you looking for a PR firm to increase your brand awareness, to promote a product, or to be an influencer? You will realize that goal setting will help a lot in finding the right agency.

Reputation Matters

It is easy for companies to claim that they are the best. More important is how others see them? It is not hard to research about PR agencies and know what their reputation is. With a simple reputation search, you will find out if a certain company is doing a good job.

Experience / Track Record

The PR firm must have the knowledge on how to deal with worst-case scenarios. They should also be able to give you solutions to issues that may be hounding your company. Interview the firm about previous encounters that they had and how they dealt with them. This will give you an idea whether you are in good hands or not.

A good PR agency or publicist must also be knowledgeable on laws, the use of media tools, and copyright.

Retainer Fees

Some PR firms might require a retainer and ask for upfront payment. See to it that you can utilize their services. Request the PR agency for a review after a certain period to see if you are still willing to work with them or not. Avoid getting tied down to a contract that will not benefit you.

Partnership

It is essential to find PR agencies that will be your partner and not just a service that you are outsourcing. List down the qualities that you require from a partner. Since you want a long-term relationship with your PR firm, make sure that they are qualified to handle your brand and improve it in the years to come.

Regardless of your choice of PR agency, there is work to be done from both sides. Always take into account your goal and budget while assessing a potential agency.

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