If one field has become excessively saturated, it’s Public Relations. The PR companies are popping up more quickly than weeds, and sorting through the mess to select a reliable PR business can be difficult and daunting.
This article gives you five valuable suggestions that could help you choose an agency for PR or a publicist a little easier and more efficiently to ensure that you make the most of your investment in public relations and see a positive ROI on the investment.
Five Tips For Choosing The Right PR Firm For You
1. Size – Are you looking for a large PR company for your business, a mid-sized firm, or a smaller or boutique company?
The question I am asking is not a simple black as well as white. This one must be determined by a variety of factors. Your budget, the amount of individual attention and hand-holding you need, the length you’d like your public relations efforts to be, and your need for a group of people working on your behalf or only a couple of ambitious publicists for you. The largest corporate public relations companies typically cost between $10,000 and $20,000 monthly for standard retainer services. Budget is a significant factor. This is an insignificant amount for companies like Microsoft and Johnson & Johnson. However, this amount of money is from reach to a small or medium-sized business. The benefit of having a multinational and sometimes an international company is a broad coverage your brand will have as well as a team of experts who are working on your behalf as well as a huge collection of clients that have joined the firm and who your company could possibly connect with and profit from. Large companies generally have plenty of experience to their credit. The majority of these big PR firms are 30 or 50 years old. The drawback of these firms, apart from the huge monthly cost, is the volume of red tape and bureaucracy involved in the company’s day-to-day operations. And it is not uncommon for this to cause smaller clients to fall between the cracks. Another drawback to using large PR companies can be the absence of individual contact and personal attention. This is great for established businesses but not so great for startups, small and medium-sized businesses that require more care and branding development, as well as other complimentary services, such as writing and essential marketing support.
Smaller PR firms are more likely to provide monthly retainers that vary between $7000.00 up to approximately $2500.00 based on the amount of overhead they have as well as their level of expertise and experience and their specific public relations specialization, their contacts, and the amount of time they intend to dedicate for your business. Most PR companies are in the middle-sized, boutique, or small category and are extremely efficient in performing their work.
2. Ignore the Hype and Look at a Public Relations Firm’s Portfolio of Work!
I can’t emphasize this enough. When I looked through some of my colleagues’ websites, I was stunned to discover that some of these sites are brimming with flashy graphics, catchy marketing copy about their offerings, and glossy photos, but no examples of their marketing placements in media, cases, or writing examples… nothing! What is their mission? Beware of public relations companies that are only flashy without substance. Always check whether their websites are stocked with past projects, previous examples of media placements, and additional examples done by the company. Take a look at their work on their site and, when you speak to an official from the firm, request them to provide more details about their work. Some great questions:
What are media placements most satisfied with? What was the process that led to that placement made by your company? What are your company’s greatest strengths? Do you have a list of your media contacts? Could you provide me with market case studies? A few case studies in public relations? What distinguishes your company from others?
3. Check to see if you’re in the right place: Examining values, creativity, and vision
The above paragraph is relatively easy to understand. However, I will go into more detail. The publicist or PR team will serve as your brand ambassador. You’ll need someone whose ethics are in line with your values. It is also essential to be sure that your PR professional is aware of, respects, and can share your vision for your business or organization. If you are a PR company that would like to present your brand’s beauty products as an exclusive, indestructible, or prestige brand. You wish your product to appeal to women of every age, showing how beauty can be available to women of all ages, the publicist might have a vision not aligned with yours, and the situation could change from confusing to nervous. An effective strategy is when talking to a potential publicist, asking them what they think of the product they represent, what your target market is, and what they plan to present the product in the eyes of the media and potential customers. You shouldn’t expect them to provide your product details before entering the product line. However, they should be able to give an initial pitch that aligns with your unique idea. If not, you can move ahead.
4. Are you interested in web traffic, magazine advertising, and appearances on TV? What do you need? Make sure you are specific!
Do not be afraid to say what you’re looking for. What is the reason you are looking for services in public relations in the first initial place? Take a moment to think about the matter. Don’t be shy about what you need. Do you want to create a solid targeted online following that will bring quality visitors to your website and turn visitors into sales? Do you want an individual who can write impressive content for your business, such as articles, press releases, or pitch letters for media outlets and other media outlets.? Are you aiming to establish yourself as an expert and a celebrity in your field, build your resume by appearing on TV news programs, and give suggestions to build your reputation as a brand or an expert? Determine your objectives and select an agency with a strong reputation within your field of expertise.
5. Location and the location
In this day and time of fax machines, email and long-distance phone plans, and cheap air travel, the place of your public relations business may not matter to you… or could. Do you need a lot of time with your publicist? Or do you not care whether your publicist works in Timbuck Tu, as long as they can complete the task and help your business get media coverage? Every person’s level of comfort with a particular location is different, and there’s no way to know which is the best or worst. If you’re searching for entertainment public relations, you can choose an agency located in Los Angeles or New York. If you’re an emerging Internet business, you could benefit from the services of a San Francisco-based PR Firm. Style, New York, maybe the best option if your style is a collection of swimsuits. In that scenario, a Miami PR Firm might be your best one. Are you looking to appeal to the Latin market? Miami might be the best option for you.
It is also possible to search for an agency for public relations with an extensive list of contacts in a certain area or industry regardless of their brick-and-mortar place of business.
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