Scientists say the reason why fireflies glow, is that the light show is a nocturnal dating scene; different species blink different light patterns. The signature patterns help fireflies find mates of the same species. Quite useful since there are about 2 000 different species.
We know how difficult it can be to find the right consultancy, one that will fit your company culture and values. Finding the perfect PR and marketing communications agency is a bit like dating: you might have to kiss a few frogs before you find the right mate. To avoid the frogs, here’s a 5-step guaranteed process that will help you identify the right agency for you.
1. Know your business goals, the scope of work required and your budget
Before you begin, the most important step is to define success upfront. What does success look like to you? If you can’t define success upfront, you’ll never find the right partner. PR firms want to know “how should we target our efforts to help your business grow?” Understand the amount of work that is required to grow your business and allocate an appropriate budget to support those efforts. Know your budget and ensure that you articulate this upfront.
2. Do your homework
Speak to industry stakeholders such as journalists and ask who they would recommend as doing a good job in telling their client’s stories. Other industry experts would also be able to advise you on who may be a good fit. Do a Google search for public relations firms in your city and you’ll come up with a list (those agencies that don’t do a good job promoting themselves probably aren’t going to do a great job of promoting your business either). Take the time to visit each website to determine if they have the relevant experience, have a look at their portfolio of evidence and results achieved on behalf of clients, and look at the client testimonials.
3. Is this firm the right size for your business?
Do you prefer a big agency or a small boutique agency to deliver on your business goals? Does the agency have the capacity and the capability to deliver on your business goals? Would you need a PR agency that has a multi-national footprint (and budget minimums that reflect those resources) or a smaller agency that make use of freelancers, but most often are best suited for a local campaign. Once you’ve figured out your needs and your budget, you’ll be able to determine what option is best for your business.
4. Give a proper brief when requesting a PR proposal
The best way is to send an email identifying your interest, then have an initial meeting where you brief them on your business and your objectives, and finally ask them to put a proposal in writing. Remember that a proposal is only as good as the information that you give the agency: the better your brief, the better suited the agency proposal will be.
5. Do you like them?
You will be working closely with your PR agency so it is best that you get along and that you like them as people and not just as professionals. Meet the agency in person so that they can present their ideas to you fully.