How to Choose the Right PR Company?

How can your company build a reputation?  How to connect with your target audience? 

How to make people notice you? And how do you get your message heard?

A good solution in this sense,  that combines control with authenticity is PR (Public Relations).

PR is about building a relationship with the public, is about making people talk about you, your product, and your services. 

‘’The main task is to create interest’’

A good PR will get the right part of the public interested in you and make them think of you in the way you choose. Marketing and advertising are important and do all of this, but may not get you everything you need. That’s where PR Agencies step in. 

Understanding PR Agencies

A public relations (PR) agency is a professional service that helps organizations or individuals manage their public image. 

They do this by creating and maintaining relationships with stakeholders that include:

• The mass media
• Trade media
• Opinion leaders
• Other members of the industry
• The general public and society. 

The most common services offered by PR agencies are:

• Media Relations
• Content creation
• Social media management
• Event planning
• Reputation management
• Crisis management

Selecting the right PR agency can have a big impact on a brand's success,  that is why a well-chosen PR company can help:

• Increase visibility
• Improve your reputation
• Build strong relationships with key stakeholders
• Generate leads and sales
• Connect with your target audience
• Manage negative publicity

These being mentioned, we can say that with good reason 92% of businesses believe that PR is important for their success. But it is equally important to succeed in choosing the right PR company and to do that you can be guided by the following steps.

Criteria for Choosing a PR Agency

So, if you are ready to hire a PR company, you need to meet with several agencies and interview them before making a decision aimed at getting the best PR services.

#1. Contact their References

First of all, check out the company's reputation. Evaluate the agency's portfolio and client list. 

• Have they managed successful campaigns? 
• Do they have a history of generating positive media coverage and effectively managing crises?

Find the track record of how long the client retention is. Do some research to see what other clients have said about this PR company.

Positive feedback about certain aspects (such as communication, creativity, or results) can indicate a PR agency's strength points. The experiences of past clients can offer a clearer image of the agency's capabilities and overall effectiveness in achieving PR goals.

#2. Test their Creativity

Creativity is essential to a PR company, as  PR involves thinking outside the box in order to capture attention. A creative agency can help make your brand stand out.

So, test its creativity:

• Ask for creative ideas
• Organize a brainstorming session with the PR team to discuss potential campaign ideas
• Pay attention to how fresh and attention-grabbing  are suggested concepts
• Present challenging scenarios your brand might face and ask them how they would address them creatively
• Discuss how they would  tell your brand's story in a memorable way
• Ask about their approach to staying up-to-date with industry trends 

Good to know - creativity is important, but it should be balanced with strategic thinking for excellent results.

#3. Create Your Goals Together

Defining your goals is a foundational step when choosing a PR company because it helps to clarify your expectations from their services. 

• Are you looking to increase brand awareness, handle a crisis, launch a new product, or something else? 

If your primary goal is to increase brand visibility you'll need a PR company skilled in media relations, event planning, and influencer partnerships.

When dealing with a crisis, you'll require a PR agency experienced in handling sensitive situations, managing communication, and maintaining your brand's reputation.

Launching a new product or service demands a PR team capable of crafting compelling narratives, organizing launch events, and generating media coverage to capture the attention of your target audience.

• Set periods when the goal should be achieved and measure the success to understand the effectiveness of the PR company's efforts.

There are different targets, different clients, and different companies, but what is important is to sit together at the beginning and establish all things to help to avoid misunderstandings later.

#4. Communication and Compatibility

A strong relationship based on mutual trust and sympathy between your company and the PR agency is very important. Is just as important to have good chemistry and work well together.

That is why you have to ask who specifically in the team will be responsible for your company's PR day to day. Meet them and understand if their values, work culture, communication style, and responsiveness align with your team, and with your brand because a successful working relationship requires compatibility, as well as effective communication. 

The better communication between the company and the PR firm the more value gets.

Ensure that they understand your company's objectives and listen actively. Trust your instincts about whether the team is interested in your success and understands your vision.

#5. Budget Considerations

An important point is the cost of a PR agency. 

Firstly understand your budget and align it with the PR company's offer. 

• What is the pricing structure and how do they measure the return on investment for their services?

Different PR companies have different pricing models. Some charge a retainer fee, others work on a project basis, and some charge per hour. Discuss your budget and ensure that the PR company's fees align with what you can afford.

• What quality of service is offered at the asking price? 

It is important to remember that quality PR services can be an investment in a brand's success.

Ensure that the PR agency is transparent and does not have any additional costs. 

When investing in a PR company, is better to think about the long-term relationship. Choosing a reputable PR agency with a proven track record could bring more value over time compared to a short-term, low-cost solution.

To Sum Up

As we see choosing the right PR agency even if it is an important decision, it is not easy at all. However, by following the criteria above, finding a suitable PR company will become a less challenging task. 

There are around 5,000 companies providing Public Relations services from all over the world on the TechBehemoths Platform. To faster search you can use our advanced filters that will narrow down the list of companies and you will have the possibility to contact the one that aligns with your specific project requirements. 

Have your PR company close to you!

Invest time in building a relationship with your PR agency and they will be interested in you

Thank you to your PR companies for the great job they have done. Encourage them and they will want to do more for you!

Stats and Facts about PR

• The best day to submit a press release is Thursday.

• PR is considered one of the ten most stressful jobs.

• 93% of PR experts believe that influencer marketing is an essential tool in public relations today.

• 72.8% of PR 7 are women.

• According to Glassdoor an average PR annual salary in the US is $73,414.

• The global PR market value is expected to reach $129 billion by 2025.

• 90% of professionals believe that PR and marketing are integrated.

• PR rates vary, ranging from $125/hour to $500/hour.

• Email stands as the preferred communication tool among PR experts.

• How old is the public relations industry? - The establishment of the Publicity Bureau agency in Boston in 1900 is often considered the starting point of modern PR.