In the realm of how the public sees your business or product, perception equals reality. It is therefore of critical importance that this perception is accurate and positive, and this is where public relations steps in. It is the role of a public relations (PR) company to positively influence public perception by projecting an accurate, quality image of your company and/or product to your target market (which may include consumers and investors). This may be accomplished through a variety of applications or through one single announcement, depending on your businesss needs. Suffice to say, the first step in the process of choosing an effective public relations company is to determine your public relations objectives. Define your PR objectives and goals
This is a fundamental step in not only selecting the appropriate PR company, but also in ensuring a successful PR campaign. You may employ a brilliant agency and still not achieve the desired outcomes as a result of poorly defined objectives. It is well worth the dedication of effort and time to an analysis of your businesss corporate strategy and marketing strategy, thereby identifying areas where public relations can be used to benefit your business. This phase of the process includes making sure that you and your senior management and marketing staff have a clear understanding of the definition of and necessity for public relations. An assessment of your objectives and goals will determine the time-span of your public relations effort whether it is a long-term relationship you want to build or whether you simply need a once-off announcement. It will reveal the amount of value a PR campaign can potentially add to your business, consequently establishing the amount you are willing to pay for it i.e. your budget. Even small businesses can benefit from outsourcing public relations activities, as these firms will have the experience and expertise, not to mention available time, to run an effective campaign. Research potential PR Agency
Once you have a clear idea of your requirements, begin the search for suitable agencies. There are an abundance of these firms vying for your business, so narrow down the scope according to the following suggestions and criteria: Make an initial selection by recommendations or by looking for PR company listings or advertisements in a trade publication of your industry or field. Web directories and public relations societies or groups may also be helpful. You may even want to track down the firms employed by particular companies whose media coverage you have noticed. As implied by the first suggestion, choose companies that specialize in your industry or have experience with companies similar to your stature. The benefits of this are that the PR firm should already have the suitable media contacts in place. Ensure, however, that the firm still approaches your business with a fresh perspective and does not simply re-hash old ideas and strategies used for other businesses. It is advisable to choose local companies, as meeting in person will be an invaluable step in your selection process. Also, this will allow for follow up communication to be done occasionally face-to-face, thereby strengthening your relationship with the firm and enabling more effective problem-solving. Make sure that they are experienced and qualified professionals. At least the senior consultant should have a degree or diploma in public relations, and if the agency is a member of a public relations society, then they will be obliged to practise according to ethical and professional codes of conduct. Experience is important in this industry as it implies that the agency will have long-standing relationships with media contacts. Also look out for any industry awards or major achievements. Evaluate the services on offer. Public relations is more than simply writing press release it encapsulates a wide variety of services that range from speech writing to crisis management. Check that the agencies offer the specific services your business needs, or that they are able to outsource these services to reputable contractors. Ask any journalists or media professionals that you know if they have ever dealt with the specific companies, enquiring about these companies professionalism and service delivery. Conduct in-person interviews
A preliminary research of companies should leave you with a shortlist of appropriate candidates that you can now contact for in-person interviews. These will allow you to more fully investigate their services and expertise, while assessing their communication abilities and personalities. It may sound superficial, but it is vital that you get along with your PR firm and account manager. You should feel comfortable to trust and confide in them and convinced that they share your vision and passion for your business. Be sure that the person who will manage your campaign is part of the team that pitches for your business. The firm should have case-studies and press clippings to prove their experience and expertise. Examine press releases for errors and to check if they make compelling reading. The real talent in writing press releases lies in the ability to write the kind of story that will appeal to a specific journalist or editor. Therefore check that the press releases are not all slightly varied copies of one another, but rather are each written in styles specific to the subject matter and target media. Also take note of the media from which the clippings come general media publications e.g. newspapers are more difficult to reach than trade publications. Ask for a list of references and contact them to gain insight into the PR agencys service delivery and expertise. Evaluate written proposals
After conducting interviews, request written proposals and quotations, in order to scrutinize the services offered, the relative cost, and legalities around results guarantees. Remember that cost will generally vary according to the level of experience of the consultants, so expect to pay more for an experienced firm that should ideally provide you with a more effective campaign. Make your final selection based on an evaluation of both the written proposal and the interview. If there is more than one suitable contender, trust your gut responses to the personal interviews. As campaign success relies heavily on a process of building relationships and integrity with the media, do not expect instant gratification. It should take at least six months to see results. Review the campaign at least annually to evaluate success, check relevance and refresh creativity. If you are experiencing unfavourable results or a general lack thereof, or other difficulties with your PR firm, re-evaluate the campaign to pin-point any problems, double-check the clarity of your outlined objectives, and ensure clear and constant communication between your business and the PR company. If difficulties still persist, replace the firm. |
