5 things you should be asking a PR agency before you hire them
Hiring a PR agency is an investment into your business that should feel like a committed relationship: Reliable, growth-oriented, organic, authentic and transparent.
You will know a PR agency is the right fit for your business if they can both help you expand your big-picture vision as well as lend expertise and advice on the projects that matter most to you.
To help with the process of interviewing PR agencies, before you choose one to hire for your business, we've compiled a list of questions that will give you insight into what red flags (and green flags!) to look for.
Here are five things every business owner needs to ask before hiring any PR firm:
What does your agency do?
What is the agency's mission?
What is their specialty?
How long have they been in business?
Who are some of their clients?
If an agency doesn't have a clearly defined mission and specialty or niche, then you should be wary. You want to know that the agency has experience working with your industry and company size. If an agency has been in business for several years and has many clients, that's another good sign.
Do you have any case studies I can look at?
A case study is a great way to understand how an agency works with clients, and what it can do for you. You don't need to see every single one of your competitors' case studies (though you're welcome to ask), but you should have at least one example from each category of client that the agency has worked with. If an agency doesn't have any recent, relevant examples of their work, that's a red flag!
How do you handle pricing?
Pricing is one of the most important questions to ask when looking for a PR agency. There are two main models for charging clients: fixed fees and retainer-based.
Fixed fee: In this model, your PR agency will work with you on a project-by-project basis and charge a flat rate for each service they provide (e.g., writing a press releases). This model is great if you have smaller budgets and don't know how much work will be involved in each piece of content or campaign.
Retainer-based: In this model, your PR agency will charge monthly or quarterly payments based on the number of hours they estimate would be needed to get your message across via traditional media outlets such as newspapers, magazines, television shows and radio stations (e.g., 150 hours per month). If more time is needed than what was estimated by the agency when they first quoted you a price, then additional fees may apply depending on how long these extra hours last (ex. A major build up of content right before a new product launch). Extra hours should be communicated clearly and invoiced separately from your normal retainer in order not to break any contractual obligations made between you and your agency.
How would you describe your working style?
It is crucial you receive (and give) clear expectations from the beginning and understand how your PR firm will work with you. Do they like to go over things in person, email or via video chat? How much time do they need to answer questions? How often do they check in with you or keep tabs on the project's progress?
You'll also want to find out how your PR agency communicates with clients. Are the emails short and sweet, or long and detailed? Do their communications come in a timely fashion—or are there frequent delays due to busy schedules or other factors outside of their control? When does the team at this agency schedule calls (for example, during working hours for New York-based companies)? “What about conference calls for teams across different time zones; how does that work exactly?” Don’t be afraid to ask specific questions pertaining to your special circumstances and needs.
Finally, find out how well this agency manages expectations from start to finish—and whether they're able to meet deadlines consistently.
Do you have any industry niches?
Niches are the main categories of companies that a PR agency specializes in. For example, a design firm may specialize in hospitality, interior design brands or both; an agency might focus on restaurants and lifestyle brands.
Niches allow agencies to focus on certain markets and gain expertise in one specific area. This means they can offer more effective services for clients who want to reach those audiences (as well as those who don't).
If you're looking for help with your startup, you probably don't need an agency that specializes in healthcare; if you're hiring someone who has worked with many startups already for years, it's likely that they've built up a lot of connections and know-how about how best to market them.
Make sure the PR agency you hire is a good fit for your business.
Remember these 5 key things about what a PR agency can do for your business and how the execute:
PR is about building relationships, not just getting coverage.
PR is a long-term strategy, not a short-term solution.
PR is more than just media relations.
PR is more than just social media.
PR is more than just content marketing
These 5 questions will help you get a better understanding of how a PR agency works and if they’re the right fit for your business. If you’re still not sure which agency to hire, book a free consultation call with us to assess your business’s current PR needs and long term goals.
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