How to search for PR agencies: Guidelines for clients
The PR firm you’re hiring has won dozens of awards and boasts an international client roster. Perfect, huh? Don’t be so sure!
Every PR agency rep has felt that momentary panic when a hot new business lead calls and asks, “How many companies in our industry has your agency worked with?”
“None,” I say, taking a chance. When they don’t hang up, I quickly continue, “But we have the advantage of not knowing what not to do. We’ll build on a blank slate.”
No hang up …
I continue, “It’s not industry experience that should top your priorities, but the PR firm’s successes in achieving similar clients’ goals regardless of industry experience.”
Did not get a hang up!
My phone experience leads me to say to prospects, “Re-think your priorities to better your chances of getting a good agency match.” Consider the following:
Industry knowledge: This should not be on the top of any list. Industry knowledge is quickly absorbed — one week to dig deep into smart research; find out how the media covers this industry; understand where a company fits into its media landscape; analyze the industry’s social media voice and build relationships with the right people while asking the right questions. Focus on similar experiences with similar company goals and successes reaped.
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