Questions to Ask When Hiring a PR Agency

August 29, 2018

Finding the right PR agency for your brand can be a difficult and often taxing process. When seeking outside PR efforts to help convey your brand narrative, it’s imperative you select a firm that aligns with your company’s core values. Not only are you trusting this agency to positively promote your brand, you’re also expecting to receive quantifiable results. In order to heighten brand awareness and maximize resources, you want to hire a PR firm that’s dedicated to the success of your business.

Before meeting with firms to discuss business opportunities, ask yourself these three questions:

  1. How do your company’s core values align with those of the agency?

Public relations is all about storytelling. In order for an agency to properly convey the messaging and narrative of your brand, they must understand and relate to the company’s core values. If the agency does not share similar values or beliefs, messaging can easily become convoluted and your brands identity may be misrepresented.

  1. Has the agency represented clients in your industry?

Look at an agency’s client portfolio. Understand the firm’s industry scope and familiarize yourself with the client accounts they’ve worked on in the past. It’s helpful to see how a potential agency has executed campaigns within your business sector. This can help you gauge the firm’s PR methods and campaign tactics.

  1. How will the agency work towards meeting your goals?

Before you hire a PR agency, make sure you have a clear and concise understanding of your goals. When it comes down to it, all PR efforts are results-driven. It’s impossible to garner results unless you have a solid understanding of your brand’s goals and objectives. Once your goals have been established, ask the PR firm how they plan on meeting these goals and achieving the desired results. Public relations is all about planning. If the agency doesn’t provide you with a strategic plan for how it can help elevate your brand, don’t hire them.

For many it can be overwhelming trying to find the right agency to work with. Regardless of which firm you choose to represent your brand, make sure you’re being valued and your goals are being met.


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