If you’re looking to hire a PR firm, you should know that not all are created equal. A PR agency with a solid track record of getting news coverage and experience in your industry are obvious things to look for. But the best PR firms not only get results. They’re also great to work with and add value to your business.
As you research PR firms, look for the following four things that the best PR firms do differently.
1. Strategic Ramp Up
The best PR agencies will take the time to get to know your organization and prepare accordingly before beginning outreach to the media. This can typically take about a month, depending on the complexity of your business and scope of work.
You may be eager to start media outreach immediately. But, this ramp-up is an important first step that lays the groundwork for an effective program.
For example, when we start news media relations programs with new clients, we:
- Understanding the clients’ goals, objectives, target audiences, key messaging and brand positioning
- Research the organization, past news coverage and competitors’ share of voice in the media
- Research appropriate media outlets and journalists to create a media contact list for that specific client
- Identify newsworthy stories the organization will have to share in the coming months
- Create background materials for journalists, such as media fact sheets and spokespeople bios
- Conduct media coaching sessions with spokespeople
These kinds of activities help us be most effective in our outreach efforts and prepare spokespeople to make the most of interviews.
2. Consistent Communication
The best PR firms will keep their clients abreast of outreach activities and media placements.
For example, we host regular update calls with clients to share information and brainstorm newsworthy topics with executives and leadership. We also provide bi-weekly or monthly activity reports and news coverage reports, so our clients always know what we’re working on. These include the status of projects and news coverage results, with key metrics.
3. True Business Partner
The best PR firms assist in the growth of your business. Even though your PR agency may be focusing on a particular program or function, that doesn’t mean their team can’t be exploring and sharing other ideas that could benefit your business.
At True Blue Communications, we consider ourselves true partners in our clients’ businesses. We’re dedicated to helping them succeed, whether that is sharing marketing tips and information, event invitations, recommendations for award submissions or strategic counsel to add value.
If you’re looking to make PR a priority in your business, we suggest you look for these qualities in your search to hire the best. Partnering with the best PR firm for your needs will ensure your communications efforts are carried out successfully and contribute to your overall business goals.
Contact us today to learn how we can go above and beyond for you.
