Picking a PR Agency

Happy Thanksgiving from all of us at Pitch Public Relations. Once again this year, we’re thankful for all the amazing companies who have turned to us for publicity.
Finding the right PR firm can be a daunting task.

Yesterday, I was the guest presenter for Count Me In For Women’s Economic Independence’s Webinar on public relations. I was asked by one caller how to go about finding a good PR agency. Unfortunately, too many times companies pick a firm that doesn’t deliver and feel “burned” by the process.

Businesses have an array of options from local freelancers to large agencies and everything in between. If you’re ready to hire a PR firm, consider these tips:

1. Assess your needs. Do you need business-to-business exposure or consumer coverage? Are you in need of mainstream media (magazines, TV, etc.) or social media (Twitter, Facebook?) Are you interested in creating a press kit and press releases? Are you strictly looking for pitching services (pitching your story to the media?) Once you determine what your needs are, you can better find a firm that specializes in those services.

2. Ask around. Inquire with other businesses and friends who may have used PR agencies in the past. Who has a good reputation for success? Get referrals.

3. Do your homework! Google a prospective agency to find out what information is out there on them. Check out their website, Facebook page, Blog, Twitter. Get a feel for the agency’s work and style.

4. Be clear in your Expectations. Talk with your PR firm about what you want to achieve. What are your goals going in? Be upfront and specific.

5. Ask the Right Questions: What is their experience in your industry? Who are their best media contacts? What recent successes can they point to? What is their approach? How will they execute a campaign on your behalf? Do they want to work with you? Why?

6. Provide Materials. Arm your PR firm with information, photos, product samples. Be readily available to answer questions and conduct interviews.

7. Be Realistic. No matter what agency or PR representative you go with, chances are you won’t get booked on The Today Show the next day! It takes time for a PR strategy to be executed and for stories and coverage to come to fruition. There’s some experimentation with the messaging and outreach to find the right formula for success. News outlets have editorial lead times and a campaign is a process that requires some patience.

8. Be Open. Nobody knows your business better than you. But that doesn’t mean you know PR. Once you find a good firm, trust them to direct you to the right strategy and allow them to work their way. Don’t discount a seemingly small opportunity. A small newspaper story can get picked up by a news syndicate and go national. An influential blogger can go viral. Be open to ideas and possibilities.

Thank you to Count Me In for inviting me to share tips and insight to their community yesterday. I hope all the women-entrepreneurs who were listening got some great information to help in their PR efforts.

Happy Thanksgiving!

Ann Noder