Several experts were asked what new entrepreneurs should think about when selecting a public relations firm. There are many factors that go into answering this question, but here is a good starting point. Don’t be snookered by the slick talk.
Do you really need public relations or are you thinking about it because you saw one of your competitors on TV, online or in the newspaper? As I always say, nothing will get you in the news like actually have news to tell. What you think is news may not be. This is where a real professional can come in. On the other hand, there are things you do every day that may actually news or innovative enough to warrant coverage.
The other thing to consider as you look at PR firms is your social media strategy. The fact you have a Facebook page does not mean you have a social media strategy. Get an evealuation and then pick the best tools to get your business out there.
The 10 questions for your PR firm interview process, in no particular order:
1. How will your firm fit with my company’s structure? Consider your staff, your budget and the issues you need to address before beginning the search. Is public relations something you can manage more cheaply with an in-house staffer or do you need external help? If you just want to distribute a press release every few months, perhaps using a freelancer or small firm will work best.
Some experts estimate it can take a monthly budget of $5,000 to afford a good PR firm and $20,000 to afford a big international name.
2. What are your qualifications? Some PR firms specialize in certain industries, so look for those if that is appropriate. Understand the background of the PR specialists. See if they use a mix of traditional promotional tactics and new ones, like social media. With this, you want to see the results they have produced for other businesses. It’s okay to ask for referrals.
3. How will you represent my business? You find this out by talking to previous clients, looking at promotions designed by the agency and listening to the questions it asks you when you reach out. You can learn a lot about an agency from its questions. You’re hiring them to think of things you haven’t. At your first sit-down meeting, you should get a sense that the firm has researched your business and industry and gets you and your business.
Every business is different, there is no cookie-cutter approach to your visibility campaign.
4. Chemistry? Typically the lead person will be the one who pitches to your company, but ask to meet the full team. Get a feel not only for their industry knowledge but also their personalties because you may be working closely with them. Your PR firm should understand and respect the culture of your company.
5. What are your achievements? Hiring a PR firm is a lot like hiring an employee. Go into this process with that in mind and you will be way ahead of the game.
PR specialists will usually give you their portfolios, which include lists of clients and case studies. Ask the firm how it handled those clients’ challenges. Find out how much experience they have had in crisis management in case you find yourself in a similar situation.
6. How do you measure success? The firm should use metrics that measure the success of a PR program. If you want to increase awareness of a new product, perhaps initially you just need metrics such as the amount of press coverage or social media mentions. Later metrics might include a survey before and after a PR program. Ask to see the firm’s results from its campaigns for other clients.
7. Who are your references? References will give you an outside perspective on the PR firm and on the personalities of its staff. Another tactic is determine which PR firms were used by companies whose image and public relations you admire. You might want to include those firms in your search.
8. What is your proposal? Some PR firms meet with you first and then offer proposals. Some may not give you a proposal at all, but give you a general idea of what they will work to accomplish on your behalf. For bigger projects or PR efforts, get proposals from five or six agencies and then narrow the process down by asking questions.
9. Where are your offices located? Create a shortlist of two to six PR firms that fit your criteria. See where their offices are to make sure they will be convenient for you and their employees will be available at the hours you need them. You never know when news will break about your company and you’ll need some PR expertise.
10. What can you do within this budget? See what the competing PR firms propose to do with the available money in your budget. That way, you can figure out who will give you the most value for your price. Also determine whether you will pay a flat fee, retainer fee, project fee or hourly or monthly fee.
NfinitPR can help, contact us with questions.
Adapted from Washington Business Journal
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