Maximising results: how to choose the perfect PR agency for your business

Public relations (PR) agencies are essential for businesses looking to outsource the building of their brand, reputation, and public image. PR and communications agencies can help you develop and execute a strategic plan to reach your target audience, and establish your brand’s presence in the media.

However, not all PR agencies are created equal, and it’s important to consider several factors before selecting one to work with. In this blog, we’ll discuss what to consider when using a PR agency, and the benefits of outsourcing press relations, especially an agency that specialises in a particular area.

Considerations when selecting a PR agency

You’ve made the decision to outsource your PR activities to an agency, which is a great first step and hopefully one that will lead to some fantastic outcomes down the line. But the decision to outsource means you’ve now got the not-so-easy task of finding and selecting the right agency for your business. Chances are you’ll be working closely with the agency for an extended period and investing a not-so-insignificant sum of money, so it’s important to get this decision right.

So what should you consider when you’re researching PR agencies? We’ve got at least five that we think are key:

Reputation: The agency will be responsible for helping you build your reputation, so looking at their own reputation is a good place to start in measuring how effective they will be at this. Research their clients (past and present) and see if they’ve published testimonials to get a sense of their track record. A reputable agency will have a history of success and will be able to provide you with case studies and positive feedback from other clients.

Experience and expertise: Look for an agency with experience in your industry or niche. This ensures that the agency has the necessary knowledge and expertise to understand your target audiences and can develop a strategy that resonates with them. A specialist PR agency can offer specific expertise in your industry and will often understand market-specific challenges that you face, making them better equipped to handle your needs and provide dedicated solutions.

Services: Consider the services the agency offers. Do they specialise in media relations, thought leadership, crisis management, social media management, or all of the above? Depending on your needs, you may want to work with an agency that specialises in a specific area or, owing to your specific requirements, you may want a company that can provide an integrated package.

Communication: This is key when working with a PR agency. Look for an agency that is responsive and communicative, with a clear and concise reporting process. You want to be kept in the loop throughout the entire process.

Budget: A key question is: how much does a PR agency cost? PR agency prices can vary significantly, so it’s essential to find one that fits your budget without sacrificing quality. Large agencies will be able to provide more resources to carry out a PR campaign, but this is likely to come at a high cost and their specialist knowledge of specific markets is limited. Meanwhile, a boutique agency with specific industry or PR knowledge will likely cost less, although they are usually smaller and have access to less resources.

Benefits of outsourcing to a PR agency

As any business owner or manager will know, outsourcing is an effective way of bringing in experts and resources that would be difficult or expensive to develop in-house. Outsourcing a PR agency is no different and bringing in an agency will ensure that the team can concentrate on their core functions.

The benefits of outsourcing a PR agency include:

• Time-saving: Developing and executing a PR strategy takes time, and outsourcing to a PR agency frees up your time to focus on running your business.
• Crisis management: A PR agency can help you navigate a crisis and manage your brand’s reputation in the media. This can be especially helpful if you don’t have an in-house PR team.
• Measurable results: A good PR agency will track and measure the success of your PR campaigns. This allows you to see the impact of your investment and make data-driven decisions for future campaigns.
• Specialisms: If you are looking to expand into new markets, selecting an agency with expertise in that industry can help you build your reputation and brand awareness in that area.

To the last point, while there are many generic PR agencies in the market, they are likely to provide standard services and messaging that may not necessarily resonate with your target audiences. Selecting an agency with specialist knowledge that understands your stakeholders will help overcome this challenge, and there are a number of benefits to taking this approach:

• Industry knowledge and expertise: A specialist PR agency can offer specific expertise in your industry, which makes them better equipped to handle your needs and develop a strategy. They will also be able to advise on suitable messaging for this audience and will understand the nuanced needs of your stakeholders. Read more on audience analysis here.
• Access to media contacts: A PR agency should have established relationships with journalists, editors, and influencers that focus on your particular industry. This makes it easier to get your message in front of the right people and increase your chances of getting media coverage. Many generic agencies often pitch to the wrong media and lack knowledge of specific trade publications, which wastes time and money.

In conclusion, outsourcing press relations to a PR agency can bring many benefits to your business. By considering the factors mentioned above, you can find the right agency to help you build your brand, reputation, and public image.