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What a PR company does and how to select the right one

How Does a PR Agency Work?

The main task of a PR company is to act as your advocate to the outside world using a variety of communications skills. However, unlike paid advertising which uses openly sponsored messages to promote a product, PR exposure is usually free of charge.

Services offered by a PR company include:

1. PR Strategy Planning

Before a PR campaign can begin it is necessary create a specific PR strategy for the business. A good PR agency will help its client define exactly what it is that the company offers, who are its target audiences and what are its objectives. Once this strategic analysis is completed the PR agency will put together a detailed strategy and tactics to show how PR will help the company achieve its goals.

2. Reputation Management

An important task for a PR company is to protect and build on a client’s reputation. Many different tactics can be used for reputation management depending on the PR strategy and objectives, but it should be an underlying feature of the entire campaign.

3. Media Relations

One PR device that can be used to enhance a company’s reputation is through the media. It is also an excellent tool to gain brand awareness for a product or service.

A reputable PR agency will be experienced in media liaison and it is the agency’s remit to promote a client’s products or services through the broadcasting channels. This can be done through coverage in newspapers, magazines, tv and radio as well as online through websites and blogs.

The PR company will engage with journalists through social platforms as well as writing articles and press releases to share positive company news and announce such events as product launches or collaborations.

4. Social Media Management

Many PR companies also offer a service to communicate with a client’s target audience using social media channels. This could involve writing and posting content on behalf of a client as well as responding to online comments.

5. Internal Communications

Providing good internal communications with a client’s employees is another important service offered by PR agencies. Keeping staff informed and up to date on company news can be done in a variety of ways, whether it is through regular e-newsletters, an intranet, regular staff conferences or even instant messaging.

6. Media Training

Understanding the media minefield is where a good PR company really comes into its own. Although most media queries can be answered directly by the PR agency, often companies appoint a spokesperson to act as the face of its brand.

Confidence is key and with the right media training a company spokesperson will have both the ability and the tactical nous to handle any interview or public speaking situation.

7. PR Event Management

PR companies can be used to organise an event to promote a client’s brand. This could be an internal affair, for example a staff conference, or an external event, such as a webinar or media launch for a new product.

8. Crisis Communications

Navigating a way through a crisis is never easy, but it can be made much more straightforward if a PR crisis communication plan has previously been put into place.

This should be done by the selected PR company right at the start of the PR campaign. To be effective, it must have the full backing of senior management who will be involved in the implementation of the plan should the worse happen.

How to pick the perfect PR company

If you have decided that you’d like to partner with a PR agency, it is vitally important to select the right company to act on your behalf. They will be your external PR team, working closely with your marketing department and/or senior management to reach your target audiences and deliver your key messages.

If you already use a PR company and things aren’t progressing as you’d like, you have a decision to make: Do you jump ship and make the effort to select a new partner or spend another year with your existing agency trying to improve the results?

Unless you are entirely satisfied with your current media relations team, it’s always a good idea to check out the competition and we’ve put together some tips to guide you towards finding your perfect partner.

What makes us qualified to advise you? Although Leapfrog is an established B2B marketing and PR consultancy, prior to its creation the management team held senior marketing and PR positions in large corporate organisations.

We’ve spent many years on ‘your side of the fence’ both hiring and firing PR agencies. As a consequence, we’re familiar with many of the pitfalls this process involves and there were times when we fell into them…..

You’ve got this far so you deserve to be given the best, unbiased advice – so here are our top tips to finding the right agency for you.

First put your own house in order

1. Be clear about your PR objectives

Get the management on board and take time to really understand exactly what it is that you want to accomplish with your PR campaign. Once your agreed objectives are crystal clear they can form the written brief for the pitch process.

2. Set your PR budget

From a consultancy’s viewpoint it’s nigh on impossible to put together a meaningful proposal without an idea of what the client has in mind to invest. It will benefit you too as it will be helpful to compare and contrast what you’re going to get for your money from a number of different pitching agencies.

3. Decide who will manage the PR agency

It’s all very well appointing an external marketing or PR agency but they will be ineffective unless they have a senior, reasonably available, contact in-house. A marketing director or marketing manager is the obvious choice, but if you don’t have one, then it needs to be one of the senior management team.

Validate the PR consultancies

1. Industry expertise is essential in B2B PR

If you’re working in the B2B market there’s no point taking on a B2C specialist agency. Make sure that the agencies on your shortlist have extensive knowledge about your industry and that they’ve already taken the trouble to get to grips with your particular business.

2. The size of PR agency doesn’t matter

Experience suggests the size of an agency shouldn’t be a sticking point. In our previous lives we used several of the largest London agencies; one gave us great service whilst the other only lasted a couple of months before we fired them. What matters much more than size is the attitude, expertise and ability of the people who will work on your account; you are buying their passion and commitment to do a great job for you.

3. Check out PR agency credentials

Any good agency worth its salt will be proud of the work it does and its current client portfolio; they will positively encourage you to talk to their clients. Make sure you take up the offer; it will give you a third party insight into the service and professionalism you will get if you partner with them.

4. Confirm your PR agency team

Many people don’t realise that the people you see during the pitching process won’t necessarily be the same as the team that will work on your account.

This is especially true of the larger agencies as they tend to have a specialist senior pitching team. Insist that you meet the specific individuals who will be assigned to your account, then you’ll know what you are getting for your money.

Make your PR agency selection

1. Keep your shortlist of PR companies short

Your selection task will become overwhelming unless you limit the number of agencies on your shortlist and schedule their presentations into one day. At the time it’s hard work, but we guarantee it will pay dividends as comparisons are starker when you see all of the candidates in quick succession.

2. Rate each PR agency

Agree with your colleagues how you will score each PR agency presentation, line up some key questions for the conclusion of the meeting and then give extra marks for gut feel.

3. Pick your PR partner

Choose the company that impresses you; the one that has gone the extra mile to understand your business and whose presentation addresses both your objectives and your goals. Can you imagine these people as part of your marketing team?

If they are a good agency that’s what they will become – an external extension to your business that you can depend on to look after your back and make a positive impact for your company. They’ll be eager and on your wavelength from the word go, and that will pay dividends in the months and years ahead.

Does your company really need PR/Marketing agency support?