PR programs are never one-size-fits-all, which can make it hard for first-time clients to understand all the nuances of a well-rounded PR program. But, the longer you work with an agency, the more you come to understand the wide range of services and outcomes that PR can deliver. Even seasoned CMOs who have partnered with PR firms for years should regularly revisit what to expect and ensure their goals are aligned with what their PR agency is doing and offering.
Below we’re breaking down what to consider while shopping around for PR services to save you time when meeting with potential PR firms.
- An agency that takes an integrated marketing approach: The best PR agencies work closely with marketing to align on demand and lead gen activities rather than working in silos. Remember, PR’s goal isn’t to drive leads, but rather take your product or feature and build awareness and credibility around it so marketing and sales efforts don’t have to work as hard at converting potential buyers.
- A team that understands what lands coverage: It’s common for first-time clients to assume their product offering alone will land coverage, but that’s not exactly how PR works. We have to give your product context to show how it fits within broader trends and validate its impact using experts, data, or case studies. To get there, a good agency partner will dig deep, explore different angles, and dive into any data you may have. While it may seem excessive at first, the resulting coverage starts to speak for itself.
- Resourceful and innovative team: Look for an agency that’s resourceful and innovative. How are they adapting to smaller newsrooms? Do they recommend various ways to amplify coverage so you maximize each mention? What are their thoughts on platforms like Substack? Do they recommend collaborations with content creators? These are all great questions that give insight into their inner workings.
- Strong content creation capabilities: It’s beneficial to have a team that has experience producing a wide range of content. Whether it’s in-depth internal communications for reputation management, third-party research reports, analyst pitch decks, blogs, contributed articles, op-eds, or polished thought leadership pieces, consider an agency that can supplement your content efforts.
- A team that acts and feels in-house: A great PR agency shouldn’t feel like an outsider. They should get to know your business inside and out so they become a true extension of your team. You should feel comfortable expressing concern or sharing upcoming challenges that may impact their work and vice versa. When you have a good relationship, everyone is motivated to go the extra mile.
- Be agile: Circumstances, timing, and plans often shift—and your PR firm should be just as adaptable. So, if everything changes after that one board meeting, PR is ready to shift gears and get to work.
Your Perfect PR Match
Choosing a PR partner is not just about running the list above. It’s also about commitment, trust, flexibility, adaptability and resilience, especially in uncertain economic times when companies need the most visibility.
When talking to potential partners, go beyond fancy presentations. Request case studies, links, and tangible results, to analyze if their thinking meets your needs. The most effective PR partnerships are those that integrate within your organization, work seamlessly with your team, and strengthen your entire communications strategy no matter the challenges.
Now that you know what to look for and what to expect, it’s time to keep growing your business. If you’re ready to find a PR partner that ticks all of the boxes, contact us to discuss how we can help you reach your PR goals.