Question: When you have a tooth ache do you see a doctor? Probably not. OK. So, would you hire a marketing and branding firm to distribute a press release? Probably not. Getting even more specific, would you consider hiring a PR agency that does not specialize in your area of business?
Those who are not familiar with the role of PR in a marketing strategy may assume anyone can draft, distribute and follow up on a press release or pitch an exclusive to the media. Even assuming that’s the case, however, how effectively can they do it?
Let me explain.
Let’s say the CMO of a mid-sized financial services firm is looking to announce a new market strategy or launch a new product. They need to target a specific set of current and potential investors or clients. Do they a) hire their best friend’s marketing/branding firm because they “deal in this type of stuff” or b) hire a PR agency that specializes in financial services, particularly one that works with small to mid-sized firms?
If you picked the latter, you are on the right track to a successful launch! But here are some suggestions and questions you may want to consider if you want to stay on the right track:
Do they know the media you need to reach? Choose a firm that has experience in your industry and relevant media contacts that they reach out to in order to accurately tell your story.
Do they understand your industry? A PR firm that monitors trends and competitive issues within your industry can guide you through how the media has approached similar company announcements and advise on how to get the best exposure.
Are they able to communicate what makes your company “different”? When reviewing the past work of a PR firm, look beyond how much media coverage was achieved. How well did they communicate client messages? Can they produce media coverage you can use as collateral for your sales team?
What do their clients say? Ask for at least three references – and call them! Is the PR agency easy to work with? Do they have strong work product? Does the team who sold you the business also do the work, or do they hand it off to a more junior team?
Finally, understand from the beginning what role you need your PR agency to take on for you.
Larger clients may only need implementation…the tactics to fit the strategy that’s already in place. So, give the PR agency the roadmap and watch them go!
Smaller firms may actually be looking for their PR agency to be strategic partners as well as tactical geniuses. That means developing a communications strategy that won’t overwhelm the client team in terms of time and cost needed to execute. It means coming with ideas for content as well as repurposing what content already exists in order to keep within the client’s time and money constraints. And it means being able to provide sound strategic advice (and being willing to speak up when the agency team disagrees with a client’s ideas).
Hiring the right PR agency can have a very positive impact on your company’s image and increase your bottom line. You would not want to trust just any agency in that role.
