A business needs to maintain a positive public image while working on reaching a wider audience and increasing brand awareness. Lucky for you, several PR agencies can guide you in managing your public image and messaging.
In this article, we shall discuss public relations, what services a PR firm offers, and what to look for when choosing one for your organization.
Understanding public relations
Public relations is the process of assisting a company, government agency, or individual in preserving its public image through various channels, such as press releases, social media, trade or local publications, or live events. Public relations professionals work with clients to uphold a strong reputation and diminish any negative public comments in a crisis that includes the organization.
PR individuals either work in an agency or in-house, working closely with the business. The in-house PR individuals focus on telling the organization's story in a positive way that positively showcases the ideas or products of the organization. The individuals also work closely with the marketing department to establish a business brand voice and give suggestions and approval before the marketing materials are released. Other PR individuals who work in agencies are a part of the team and are trained in specific channels, industries, or outlets. They often have strong relationships with certain press members to ensure that your organization's announcements are published per the requirements and demands of your organization.
Services offered by PR agencies:
The PR firms provide various services that help build your organization's reputation and connect with the audience on your behalf. The charges are based on the type of services that you need to receive. The standard services of PR agencies are:
✔ Relation with media
✔ Messaging and branding of the organization
✔ Development of strategy
✔ Reputation and crisis management
✔ Crafting press release
✔ Conduct market research
Qualities to look for in a PR agency:
Decide on your organizational goals first to help you know about the resources and services you will need from a PR firm. The common qualities to look for in a PR firm include:
● Industry knowledge and experience:
Many organizations hire a PR firm with expertise in the same industry because they understand the audiences' desired messaging and brand voice. They are known for their connections within the industry; therefore, they know the exact outlets and publications so that a wider audience views your content.
The firms also have total knowledge of standard industry terms; hence, explaining them is optional. You must search for a PR firm with experience working in the same industry, strong connections with key people, and excitement about the industry. This will assist you in finding people who are strongly motivated to help your company succeed.
● Proper size:
Firms come in all shapes and sizes, which applies to PR firms. You will need to find the one firm whose size matches the size of your organization. If you have just started your business and need extra guidance and attention, working with such a smaller organization is ideal.
Smaller organizations will be more responsive toward your calls and messages, ask for minimum rates, and invest more time and effort along with you in strategizing and collaborating with you. With the growth of your business, you will need to work with a PR agency that collaborates with more prominent companies and offers various services.
● Interpersonal dynamics:
When meeting with different public relations firms in New York, get to know the employees' personalities and understand how well they can work with your team. People from communications, marketing, and sales should meet one another from both teams as they will be the ones who have to collaborate regularly. Your chosen firm should not only be professional but also passionate while narrating the story of your organization.
● Location:
If you have a small, local business, consider the firms near your area of operation. Such firms will have connections with the local news, television, and radio stations; hence, they will ensure that your materials are released through these outlets. They also belong to that location and can give accurate recommendations on the correct method of interacting with the community.
● Reasonable pricing:
An essential factor to consider for your organization is pricing. Check to see if the listed prices are reasonable compared to the firm's level of expertise and contribution to work. Examine the firm’s segregation of fees and evaluate it with others to ensure that they charge realistic prices per the level of skill and services offered.
How would you choose the right Public Relations Firm for your organization?
Here are the steps that will guide you in selecting the correct PR agency for you:
● Define the organization’s objectives: Create a list of the primary goals and objectives you would like to achieve with the help of a PR agency. Meet with your team and decide what the PR firm must accomplish. Write down specific goals, such as the number of media interactions you want to reach, the primary messaging you want to communicate, and the markets you want to get. Give these to the PR agency and let them review and explain how they will achieve your objectives.
● Ask for references: After meeting with different firms and learning about their type of services, ask about current and past clients. Talking to such clients lets you learn about their weaknesses and how they work with others. Do your research online about the firms for client reviews and feedback about their work.
● Conduct meetings with several employees of your firm: After you have narrowed down the list of agencies, set up a meeting between both teams, as they will be working regularly on projects. Ask for feedback from your team members on what they think about the agency staff and whether they will enjoy working with them. A team that enjoys working with each other is necessary as this will yield positive results for your organization.
● Fix the budget: After researching and evaluating the difference in prices, decide on the firm that will align with your budget. If you find an agency you like but your budget does not match, try looking for any room to adjust with their quotations. There might also be firms you find challenging to choose between. In such instances, select the one that offers quality services that fit your budget. After deciding on a firm that aligns with your budget and organizational needs, schedule a meeting and develop your strategies for meeting PR goals. The relationship between your firm and the agency will be treated like a partnership.
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