So, you want to appoint a PR consultancy? It can seem like a minefield. The chances of getting ripped off by some smooth-talking spin doctor who promises the earth (no names, no pack drill) can make the most seasoned professionals quake in their boots.
So, to ensure your PR campaign has a chance of starting well, here are five things to ask and two things to know before you sign on the dotted line.
2 things to clear up
What are your objectives?
What does the business need a PR agency for? List some specific business and communications objectives you want to meet and ensure you know what will constitute success for the campaign. Be realistic but challenge the agency to show what more they can add.
How much have you got to spend?
Again, take a realistic view and let the consultancies know what your budget is before they pitch. Just saying ‘give us some options’ is not an answer. There is no point getting the agency fired up to provide creative ideas which you will never be able to afford.
Putting a budget together also helps the agency judge how serious you are about the difference PR can make to your business. And don’t forget, many consultancies would rather grow a long-term relationship into which you gradually increase your spend as you see its value, than have one big budget blast and never hearing from you again.
5 things to ask your PR consultancy
Can the consultancy people demonstrate how they are strategic thinkers?
PR is a strategic management discipline, which should enhance all aspects of your business. Too many agencies offer eye-catching creative ideas which have no connection to the business objectives the client has set. The right PR consultancy will understand how their work can create positive impacts on your business & open new channels, retain the best staff, enhance your investor confidence. Keep focused on how the solutions the consultancy recommends meet the objectives of the campaign.
Who are the people who will be working on your business?
Are the people pitching you their ideas actually the people who will be working on your account? If not, why not? Communications is all about building relationships. So you need to be confident that your PR consultants can relate to you and your team just as much as they have great contacts in the media.
Do they work well with others?
Do not assume that the PR consultancy can and will get on with your other suppliers. Are they relaxed that you love your web developers or have a great relationship with a design firm, or do they see this as a threat? Ensuring that all your communications and marketing professionals get along without having a turf war is essential to create effective campaign integration.
The right PR consultancy will be good at creating the strategic communications framework. They should feel they are the ‘lead agency’ anyway, as they will be setting the agenda for others to follow.
How do they propose to evaluate your campaign?
You should monitor the campaign in line with the objectives you set. Ensure the consultancy has a clear reporting structure and can address the specific goals of your campaign. Otherwise, how will you get the MD or investors to back further investment in PR? AMEC provides a very useful set of tools to assist with evaluation.
How often do they challenge you?
PR people tend to be optimists. They tend to be enthusiastic; it’s part of the make-up. However, the best consultants vwill also challenge clients to substantiate every claim that they make. They will constantly demand your stories have a news value that will entice journalists. If the story is too weak to impress an editor, the consultancy should not submit it. The same applies to the media training they give you. Is it robust and does it prepare you for the interviews you may be expected to undertake?
We’re not saying that these are the only questions you need to ask. Of course, you should check references, ensure you are genuinely excited by the approach the agency takes when they respond and test their contacts in your sector. But, getting good answers to these five fundamental questions will give your campaign a more than fair chance of success.
We have seen a multitude of briefs over the years. Philip can help businesses brief and select the right PR consultancy for their project. Just get in touch.
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