Why you?

You might be on the verge of a brand launch or introducing a product line, or perhaps you’ve received major funding and it’s time to hit the accelerator. The time has come to hire a new PR agency; with so much at stake, you’ve got to get this right.

PR agencies come in all shapes and sizes because this business is not a case of “one-size-fits- all”. You need to find the right company, the one that aligns with your brand image, values and culture and most of all, one that will use intelligent tactics to meet your strategic objectives and propel your business forward. Signing on to a PR company is much like hiring an employee, which is why asking the right questions from the get-go is very important and may save you a great deal of time and money in the long run.

1. Why do you want to work with me?

How can a PR firm convince anyone that you are worthy of a story if they themselves aren’t buying what you’re selling? It’s crucial and important to your business that when picking an agency to work with, you align yourself with people who believe in you and what you have to offer. In order to garner the right kind of attention, you need someone who is willing to take the time to learn about your service or product, this way, they are best positioned to pitch you to the right person at the right time.

2. What exactly will you do for me that I can’t do for myself?

“Simple, access our media contacts”, might be the answer you can expect to hear from a PR person. Don’t be fooled – sure it’ll probably take you longer to reach the right person, but in the world today, you can find the contact details for almost every features writer, news or radio producer, columnists and just about anyone if you really put your mind to it. While having great relationships with the media is core to success, that is not all PR entails. A great PR firm will go beyond their existing relationships and network, scouring the landscape for relevant connections to forge, opportunities to explore and doors to knock on. It is about going "above and beyond" week upon week across each of the strategic pillars, and not just sending out mass generic emails in the name of "spray and pray".

3. Do you have any references?

Here’s where your own research comes into play. It’s imperative you ask for the agency's references and you do your due diligence by calling or emailing clients and journalists. Some companies will save you the time by sharing their client testimonials but it shouldn’t stop there. Furthermore, look into the firm’s previous clients to find out why they no longer work with them. There are two sides to every story and this may not be a deciding factor for whether you sign on or not, but it’s always good to have the information in case you identify any patterns.

4. What’s your media strategy?

When you are at the correct stage in the conversation, don’t be afraid to ask for specific PR tactics the agency will use to pitch you or your brand. While it’s great when they are confident in the relationships they have with the media, there is such a thing as over- promising and over-selling. PR firms cannot exactly guarantee which outlets will be interested in you, all they can do is create amazing tailored pitches to knock the socks off the person on the receiving end.

5. Who’s on your client roster?

The best practice for a business owner looking for a PR company to work with is to get on the company’s website to check out their client roster. Most times, it will be an outdated list but it is still useful as it will let you know the kinds of people they work with and the company’s work ability. You may request a more recent roster where you can see if they have on potential market competitors which can affect the way they deliver and counter your progress.

Regardless of this choice-making criteria, there is no easy way to make this decision. Ultimately, when hiring a PR firm, the most important thing is that you feel comfortable in your choice and confident in the people that will be managing your brand’s reputation. PR companies are a fantastic resource, so it is paramount you find the right fit for you.