The Right PR Firm For You

Selecting the right PR firm can often be a difficult and lengthy process, but well worth the time and effort. Cheryl Gale with CommPRO.biz compares the search to shopping. When looking for the perfect dress or new pair of shoes do you head to your local Gap or Banana Republic or head out to the trendy, always fashionable boutique? Of course you choose the boutique. Who wants to be seen in last season’s dress along with countless others sporting the same ensemble? You want to be unique, distinguished, and ahead of the crowd.

When choosing a PR agency for your company, you have several options in size – large, mid-size, or boutique. Cheryl mentions that one size does not fit all and it is important to do your research by making a list of criteria the agency you choose must possess. In Cheryl’s article, she mentions the evolution of PR and gives sample questions to ask agencies.

• Are they experienced with Social Media (Facebook, Twitter, and Linkedin)?
• Does the agency have a company blog?
• Do they provide marketing services in conjunction with traditional PR?
• Do they offer media training?
• Do they understand how to create thought leaders?

With the growing importance of Social Media to PR, it is fundamental for an agency claiming to specialize in social-media strategies to have an online presence. After you have narrowed down your selection, Cheryl offers a few questions to ask senior management:

• How do you bill your clients?
• Will I work with a mixture of senior and junior staff?
• How do you typically report results to your clients?
• How many clients do you provide PR support for?
• Where do you see your company in 5 years?

It is important to do your research to find the firm that best fits your particular needs. Bigger agencies are not always the best option to achieve your company’s future goals. Cheryl states that, “If you prefer one-on-one attention talented, senior level PR executives, then selecting a boutique agency may be the perfect option. You can ensure that your day-to-day contact will be at the mid to senior level, with support from more junior staff. It’s also guaranteed that you’ll have visibility with the agency’s managing partner, as he/she will constantly check in with the team to discuss tactics, goals and results. Typically, boutique agencies provide a healthier balance of staff on each of their accounts too.”

To read Cheryl’s entire article, What the “Bigs” Won’t Admit: “Boutique and Unique” PR Firms are a Sign of the Times, visit CommPRO.biz at http://tinyurl.com/4httveg.

Follow Cheryl on Twitter at www.twitter.com/cagale.