How to choose a PR agency?

How to choose a PR agency?

Claire Walker

Claire Walker

I’ve sat in a lot of pitches over my career,  possibly over 500! I’ve already suggested how I’d choose an agency if I were a client but maybe try this approach instead, or a mix of both.

I believe there are four key areas you should probe: market knowledge, creativity, strategic approach and the people who will really be on your team.

That means you need to do some homework, look around at the kinds of agencies that might be appropriate and make a shortlist of the most likely candidates. Then you need to ask them lots of  questions. We recommend the following as a minimum:

1. What's the agency’s experience and expertise? Does it match what you need?

2. Does the agency understand your business' current situation and future direction?

3. Does the agency team take a creative and intelligent approach? Do you feel they'd give you honest advice?

 

4. Are its people effective communicators? Are client campaigns efficient, coordinated and targeted?

 

5. Does the agency have excellent understanding of both traditional PR and also digital PR?

 

6. Can the agency plan strategically and act tactically? Does it integrate with other marketing disciplines?

 

7. What's the agency’s track record? How long do clients and staff stay with the company?

 

8. Does it have a reputation for integrity and professionalism? Is it a member of the PRCA or the CIPR ?

 

9. Will its senior people be available to offer value-add consultancy?

 

10. Would you like to work with them?

I suggest you ask the last question first and perhaps save yourself a lot of time if the answer is ‘no’!

Share this story:

Read more from the blog

Blog

A changing landscape: Building reputations amid shrinking media pools 

Amid shrinking media pools, PR professionals need to begin thinking broader and deeper than simply media relations. ...Read more

Claire Walker
Claire Walker
Blog

Step forward with year-round inclusive PR campaigns this Pride Month

How can organisations do better this Pride Month and beyond? We discuss the dos and don'ts for inclusive PR campaigns. ...Read more

Megan Hogg
Megan Hogg
Tech News

Summer is here, and so are our top tech news stories of the month

Whilst June flew by in a flash of picnics in the park, it didn’t fall short on delivering yet more weird and wonderful tech news stories. ...Read more

Georgia Dallas
Georgia Dallas

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information