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:
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.
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.
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.
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.
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.
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.
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