For someone who is unfamiliar with PR, or who has not worked within an agency setting, it can be difficult to understand what factors might be relevant when selecting  an agency. We were very impressed recently when a potential client approached us with an outlined questionnaire. This inspired us to craft a list of five questions you should ask when deciding on a PR agency.

1. Does the agency specialize in a particular area?

If you have a product that is especially complex, it can be helpful to work with an agency that has expertise in your industry. Even if an agency doesn’t necessary specialize, asking this question can ellicit the industries with which an agency has experience and knowledge.  It’s not essential that an firm  has a great deal of experience in your company’s industry, but it can be helpful, and should be considered in an agency search.

2. Who will be working on your account?

All agencies use a different method of staffing accounts, and it can be helpful to understand how many people will be delivering information to you, and meet the specific person who will be your main contact. Gaining insight into who will be working your account will help you understand what your day to day relationship with the agency will be like.

3. What information does the agency need from you to begin work?

To make your relationship as efficient as possible, it is helpful to send over any materials that might be relevant to your PR agency. Although your PR firm will likely do its due diligence and research your past coverage and other pertinent information about your company, it can be a time saver to cover these bases before you even begin work.

4. How often will the agency update you on their progress?

It’s something you might not think about, but establishing an official rapport and expectations with your agency is important. It’s never too early to set expectations, and it will help the firm’s account team develop a more accurate read on the hours it will spend servicing your account.

5. Can the agency list recent examples of how its team secured results for other clients?

You should be specific about the type of results you are looking for  depending on your business objectives. For example, ask for a list or recent articles the agency has placed for clients, recent awards it has helped clients win, or recent speaking nominations the agency has been able to secure for clients.

Your relationship with your PR agency should be mutually beneficial, and this relationship starts when you select an agency. Asking the questions listed above will help create shared expectations for you and your agency, and give you a better idea of which firm will be the right fit for you.

 

For more on selecting an agency from Communiqué’s blog, see:

When Should a Start-up Business Hire a PR Firm?

Best Practices: Five Things to Consider When Selecting a PR Partner

Client Service and Boutique Agencies

Internal vs. External PR Roles

 

For more external resources on selecting an agency, look to:

Being Great, Not Just Good (The Council of PR Firms)

Hiring a Public Relations Firm (The Council of PR Firms)

The Counselors Academy’s Guide to Selecting a Public Relations Firm or Consultant (PRSA)

How to Choose a Public Relations (PR) Agency (WikiHow)

10 things to ask before … Choosing a PR firm (Washington Business Journal)

Choosing a Public Relations Firm (allBusiness)

 

Heather Campbell

Tags: Agencies, Client Agency Relationships, Client Relations, Client Service, PR Agency, PR campaigns, PR partner Filed under: COMMUNIQUÉ PR, INDUSTRY, PR trends, PUBLIC RELATIONS