Factors To Consider When Selecting A PR Agency For Your Business

When it comes to marketing your business, there are various ways you can approach it. It can be highly beneficial for larger organisations to have a PR agency on their books. They can help improve your company’s reputation, deal with any negative press you receive, and find cost-effective ways to boost your brand. You will need to consider many factors when searching for a suitable PR agency to work with your company. Some of these factors are listed below to assist you with your search and help you to find a reputable PR agency to work with your business.

Set Yourself A Realistic Budget

One of the first things you will need to do before looking for reputable PR agencies in London or anywhere else in the UK is setting yourself a realistic budget. Typically, companies should be spending between 3-5% of their revenue on marketing, and you will most likely have other marketing techniques you are using, such as PPC or SEO for your website. You will need to work out how much your company can afford to spend solely on PR, and then you can start your search.

What Does An Excellent PR Agency Look Like?

You may think that more significant PR firms are better, but this is not always the case. Many companies, including famous worldwide brands, opt to work with smaller boutique agencies. Traditionally when a PR firm is giving you a pitch, the most senior people will do the pitch, and when it is won, it is passed down to someone junior to manage the day-to-day operations of a campaign. This method does not sit well with many companies, so you will want to select an agency that the creative who pitches you the ideas works on your account daily. Alternatively, if a junior person will manage your campaign, you want them involved in the process from day one.

A Successful PR agency will have an arsenal of tools they can deploy for your business and a creative flair to create effective campaigns. They have everything they need in-house to create memorable and thought-provoking campaigns without outsourcing any aspects. They will have the in-depth market knowledge and a flair for turning heads for the right reasons.

Location & Size Is Irrelevant

Many companies will choose to work with companies in a central London location, thinking their prestigious address assures them of quality of work. However, this is not the case, and some of the best PR agencies work from small offices and are more like a close-knit family than a business. You will need to focus on selecting the best company for the job, rather than seeing which one is bigger and has the fanciest offices.

Clearly Defined Measurement Of Success

No matter what agency you decide to use, you will need to have a clear definition of how to rate the success of a PR campaign. Every business is different and rates success differently, so you need to define what success is for your business from the beginning. Some agencies still measure success with the column inches of publicity they raise, but there are other ways you can define it. Whatever way you measure success of your PR campaign, ensure the PR agency you use is on the same page as you when measuring it, and it can help you select the best agency for the job and take your business to the next level.

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan