6 Tips on How to Find the Best PR Firm for Your Company

Hiring a public relations firm can provide huge benefits for companies and organizations, as successful PR campaigns tell your story through the news media. The value of editorial coverage is many times higher than a paid advertisement, as it’s essentially a third-party endorsement of your brand or message. Yet, finding the best PR firm for your company requires careful research, evaluation and consideration.

As vice president of Violet PR, I’ve seen what influences companies when looking to find the best PR agency for their specific needs. Whether you’re a nonprofit, a real estate firm or an economic development organization, finding the best firm to represent you can be a daunting task. However, with the right approach, you can narrow your search and find a PR firm to help you achieve your goals.

Here are 6 tips on how to find the best PR firm for your company:

1. DEFINE YOUR GOALS AND OBJECTIVES

Before you begin your search, set goals and objectives. What do you want to achieve with PR? Is it to increase brand awareness, generate more leads, improve your reputation, or all the above? What geographic region(s) do you want to reach, and what industry or niche? This exercise will help you gain a clear understanding of what you’re looking for in a PR firm.

2. RESEARCH POTENTIAL PR FIRMS

You can begin your research by asking for referrals from colleagues, competitors and industry peers. You can also do a quick Google search or browse industry publications (like ODywers) to find PR firms specializing in your industry or located in your area. Once you have a list of potential firms, visit their websites, review case studies and read content from them to get a sense of approach and expertise.

3. EVALUATE EXPERTISE AND EXPERIENCE

When evaluating potential PR firms, you should consider expertise and experience. You want to work with a PR firm with experience working with companies in your industry and a proven track record of achieving results. Look for case studies and testimonials demonstrating their ability to deliver measurable results. At Violet PR, for example, we specialize in economic development, real estate and nonprofit work, and know journalists that cover those spaces. We are also based in New Jersey and know our market well. Other firms will have other specialties, and you will want to work with one that has specific experience working with an organization like yours.

4. ASSESS COMMUNICATION SKILLS

Communication is critical for PR firms. You want to work with a firm that communicates effectively and efficiently. During your initial conversations with potential PR firms, pay attention to their responsiveness, the quality of their communication and how they present ideas. Violet PR is committed to transparency and collaboration. We keep our clients informed throughout the entire process by holding weekly meetings and providing monthly reports. We work closely with them to ensure that campaigns are on track and meet expectations.

5. CONSIDER CULTURE AND FIT

PR firms come in all shapes and sizes, with different cultures, personalities and values. When selecting a firm, you should consider the culture and fit with your company’s values and culture. For example, if your firm frequently works nights and weekends managing crises, you’ll want a firm that is available outside of business hours. Another thing to consider is the personalities of the agency leaders and managers: do they seem to be people you’d want to communicate with on a weekly basis? Do they have ideas that resonate with you? Do you feel comfortable sharing details of your organization’s challenges and opportunities with them? Your PR firm will represent YOU, so make sure you feel good about them.

6. EVALUATE PRICING AND BUDGET

Finally, you should consider pricing and budget. PR firms typically charge a monthly retainer fee, and you should have a clear understanding of what is included in that fee. You should also have a budget in mind and be upfront about it during your initial conversation. Larger firms will come with a larger price tag, and you don’t want to be a firm’s smallest client as you’ll be given fewer resources and less experienced staff. On the flip side, you want to be careful that the budget isn’t much smaller than other firms, as that could indicate a less experienced team or lower quality of work.

Finding the best PR firm for your company can seem challenging, but with a clear understanding of your goals and objectives, research, and evaluation, finding a firm that aligns with your needs is possible.

Q+A with Jessica Palm, Vice President of Marketing and PR at Kansas City Area Development Council (KCADC)

You have served as the vice president of marketing and PR at the Kansas City Area Development Council (KCADC) for the past two years and have worked with KCADC since 2011. Tell us more about the organization and the work that you do.

Kansas City Area Development Council (KCADC) is a private, non-profit economic development organization representing the economic interests of the two-state, 18-county Greater Kansas City region of 2.5 million. In my position, I lead all of our marketing communications, public relations and strategy for the organization regarding messaging. We have various industry initiatives focused on strengths for the Kansas City market, whether industrial, animal health, technology, A/E/C industries, talent or lifestyle. Our team crafts the message to engage the world to invest in the KC region.

2022 was a record-breaking year for the KCADC. Tell us more about the initiatives that led to the successes.

It was a huge year for the region — six times more than KCADC’s historical annual investment success! We attracted two megaprojects: Meta’s $800 million hyperscale data center and Panasonic Energy of North America’s $4 billion EV battery plant and the attraction of over 13 companies that will invest more than $5.6 billion in capital investment, resulting in $354 million in payroll and nearly 6,000 jobs. Whether it’s a megaproject, a mid-size company or a fast-moving industrial deal that needs speed to market for their customers, our team on the business development side was firing on all cylinders to bring these deals to fruition. And frankly, they did it during a time of uncertainty post-pandemic. Our collaboration and partnership, and strive for excellence and achievement, stood out last year. Without a solid team dynamic and strong partnerships outside of the organization, you can’t achieve the level of success we did in 2022.

How does working with Violet PR help highlight the work of the KCADC?

The Violet PR team is an extension of our team. They are in lockstep with all of our work. Christina Forrest, in particular, is always on board with our crazy ideas and fast-paced efforts! It’s terrific to have a trusted partner we can call for advice and support to help us create the most impact. We had an excellent year for all of our media outreach, and as a small nonprofit, we genuinely embrace our partnership with Violet PR.

You’re hosting a friend in Kansas City region for the weekend. What are some not-to-be-missed spots in KC Heartland?

If I’m not hosting them at my home, I hope they stay at the beautiful Crossroads Hotel in the center of the arts district in downtown Kansas City. We would enjoy tapas on my favorite patio at Extra Virgin. Michael Smith, a James Beard award-winning chef, owns the restaurant, and it has a really great vibe. Next, we’d head to J. Rieger & Co, a distillery founded in 1887 in Kansas City’s West Bottoms Livestock Exchange district. They have the coolest speakeasy called The Hey! Hey! Club that serves fantastic cocktails. On Sunday, since I’m a huge Chiefs fan, we’d get up and enjoy a breakfast tailgate at Arrowhead Stadium.