Know What You Need
Understanding your public relations goals is the first step toward finding an agency that can partner with you to meet them.
The failure of a public relations campaign is often the result of incompatibilites between an agency and client, or from unrealistic or poorly defined goals. It is often a mistake to expect an agency's success in one discipline to apply to other public relations specialities. For example, a firm that excels in investor relations may be mediocre in marketing public relations.
Expertise to Match
Seek an agency whose expertise matches your needs. Ask how much of the agency's work is done in key categories. Look for a match or for work that closely relates to your situation.
However, the agency need not have experience in your specific field, but it should be able to demonstrate a strong track record in your general category (television, interactive media, marketing, design, consulting, etc.).
Some excellent public relations firms are little known to the general business community. Since they do not seek to upstage their clients, ask business associates for recommendations. Make a list of companies that you feel communicate their position well and frequently appear in media of importance to your business. Find out which PR agencies represent them and add them to your list.
Four or five agencies makes a good short list. It's often useful to include agencies of different sizes for a comparison of services, experience, pricing, etc.
Track Record is But a Guide
Use a firm's track record as a guide. The success stories they present are no guarantee of success in your situation. View results for their consistency,frequency, reach across key media outlets, and especially, positioning. An effective program will build a leadership position for a company over time.
While large agencies offer a wide range of services and staff offices in key cities, smaller shops often work more efficiently and personally. It's often to your advantage to have the agency prinicipal play an active role in the management of your account, rather thanhave numerous inexperienced account executives running the show.
And remember that while nothing lasts forever, agencies that keep clients for three or more years in today's competitive markets, are doing something right.
Billing Systems Will Vary
When it comes to costs, there are several typical payment methods -retainer fee, retainer against time, and project or straight time billing. We charge a monthly retainer fee based on the time expected to successfully fulfill our account obligations. There are no overtime or hidden fee charges. Out-of-pocket expenses, from clipping services to messengers, telephone, copying, etc., are billed with a 15% markup, unless a client wishes to establish an upfront expense fund.
Small Account in a Big Pond?
Consider how important your account will be to the agency. Generally your account will be as important as the size of its fee in comparison to other accounts. Because public relations agencies sell professional time, its' management is crucial to success and the smallest clients are often neglected in the process.
Finally, did the agency tell you why your account was right or important to them? Agencies that select clients as carefully as clients select them are rare but can offer a valuable commitment to your business.
Proposals?
Expect it to take at least three months before an agency really begins to understand your business, unless they have direct experience in your field. In fact, the most productive periods often come in the second or third year of a relationship. Asking for a proposal or detailed plan of action from an agency up front forces it to guess before it has all the necessary information. Instead of fancy proposals look for penetrating strategic ideas and insights into your position and industry.
The best firms don't have all the answers going in, and they won't make promises either. They will, however, ask probing questions that help you focus your needs. They'll also discuss your expectations and let you know how realistic they are.
Time for Partnership
Once the agency is awarded the account your work has just begun. Now it's time toroll up your sleeves and forge a partnership with your new agency that will deliver the results you expect.
Selecting a Public Relations Firm - Some Considerations