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Choosing a Public Relations Agency - Part 2

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Research potential PR Agencies

Once you have a clear idea of your requirements, begin the search for suitable agencies. There are an abundance of these firms vying for your business, so narrow down the scope according to the following suggestions and criteria:

• Make an initial selection by recommendations or by looking for PR company listings or advertisements in a trade publication of your industry or field. Web directories and public relations societies or groups may also be helpful. You may even want to track down the firms employed by particular companies whose media coverage you have noticed.
• As implied by the first suggestion, choose companies that specialize in your industry or have experience with companies similar to your stature. The benefits of this are that the PR firm should already have the suitable media contacts in place. Ensure, however, that the firm still approaches your business with a fresh perspective and does not simply re-hash old ideas and strategies used for other businesses.
• It is advisable to choose local companies, as meeting in person will be an invaluable step in your selection process. Also, this will allow for follow up communication to be done occasionally face-to-face, thereby strengthening your relationship with the firm and enabling more effective problem-solving.
• Make sure that they are experienced and qualified professionals. At least the senior consultant should have a degree or diploma in public relations, and if the agency is a member of a public relations society, then they will be obliged to practise according to ethical and professional codes of conduct. Experience is important in this industry as it implies that the agency will have long-standing relationships with media contacts. Also look out for any industry awards or major achievements.
• Evaluate the services on offer. Public relations is more than simply writing press release; it encapsulates a wide variety of services that range from speech writing to crisis management. Check that the agencies offer the specific services your business needs, or that they are able to outsource these services to reputable contractors.
• Ask any journalists or media professionals that you know if they have ever dealt with the specific companies, enquiring about these companies professionalism and service delivery.

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