How To Find PR Firms That Fit Your Marketing Strategy Needs

If you’re looking for PR firms to aid your marketing strategy, you’re in luck; there is an abundance of PR firms to choose from. If you want to get the most for your money, and support your marketing department in the process, you need to find the right fit.

So how do you choose the perfect PR firm for your needs? And how can you make sure your relationship is set up for success?

Marketing Due Diligence for Hiring PR Firms

PR firms come in many shapes and sizes. Some are designed to serve a wide, general audience, while others specifically serve businesses within a certain industry. Some have a formulaic, objective approach, while others are more flexible and dynamic. Some take pride in collaborating with the brands they partner with, while others adopt a more authoritative approach.

Choosing the right PR firm is important not only for your bottom-line results, but also for the experiences you have along the way. As an entrepreneur or a marketing leader, you owe it to your business – and yourself – to invest in the selection process.

So how do you choose between PR firms?

When reviewing various PR firms as potential candidates, here are some key elements to look for.

Experience

More experience is generally a good thing when it comes to reviewing PR firms from an entrepreneurial or marketing perspective. That’s not to say that a new PR firm can’t do good work, but it does mean that a more experienced PR firm is statistically more likely to elevate your strategy and serve you better. How long has this PR firm been in operation? And how much PR experience do its leaders have?

Industry Focus

Does this PR firm focus on a particular industry or type of business, or do they serve a broader audience? Generalists can be valuable and effective, but it’s sometimes better to work with a specialist. Specialists have richer and deeper experiences with your particular situation, so they can often deliver better results.

Strategic Philosophy

Look at each PR firm’s strategic philosophy. What exactly do they try to accomplish for their clients? How do they define success? And how closely does this align with your own strategic values and goals? Although you can usually compromise and navigate differences in strategic philosophy together, it’s often more efficient to simply choose a PR firm partner who already aligns with your vision.

Services and Communication Skills

What types of PR and marketing services does this firm offer? Do they try to be a comprehensive, one-stop shop, or do they specialize in a very narrow range of services? Further, do they bundle all their services together, or can you pick and choose which services you want a la carte?

In addition to knowing the services they offer, it’s also important to know that they have good communication skills. Communication is vital if you want your relationship with a PR firm to succeed. It’s going to set the tone for all your interactions, and it’s going to be instrumental in your collaborative output. Make sure you only consider PR firms with whom you can communicate effectively.

Flexibility and Willingness to Adapt

In a similar vein, how flexible is this PR firm? Do they have a focused, prescriptive approach, or are they willing to work with you to come up with a service package that works particularly for your needs?

Other types of questions to consider would be asking whether they offer long-term contracts or are willing to go month to month. If you plan this to be a lasting business relationship, it’s important to look for PR firms with an adaptable approach to your specific strategy.

Availability, Team, and Resources

Many PR firms are so popular that they don’t have the resources or capacity to take on new clients. Make sure you investigate availability before making any final calls.

It’s also a good idea to look at the team leading and doing the work behind the scenes at this PR firm. What types of individuals are responsible for executing the core work, and what types of backgrounds do they have?

Some entrepreneurs and marketing leaders look for PR firms so they can expand their capabilities and tap into new resources. Accordingly, it’s important to determine what types of resources each PR firm has access to. What tools and technologies do they use? How might this change in the future?

Past Results, Reviews, and Testimonials

Naturally, you should also see examples of past campaigns and past results. You should prefer to work with PR firms that have a proven history of success.

In the same vein, it’s valuable to investigate previous reviews and testimonials. What do former clients have to say about this PR firm? Are there any commonalities in what they have to say?

Pricing

It’s important to understand what you and your business are paying for, and to make sure you get sufficient value for your money, all within the scope of your budget. You need to be willing to pay enough money to get access to quality services, but you also don’t want to overpay. This is especially important if your spending is going to be under close scrutiny or if you’re on a tight startup budget.

Launching the Relationship

As an entrepreneur or marketing leader, you’ll likely be the point person in charge of communications and coordination between your business and the PR firm you choose to hire. Accordingly, choosing the right PR firm is only half of the battle strategy. It’s also important to invest in your PR firm relationship early so you can start building the momentum you need to achieve your business goals.

Kick things off with an onboarding process, including an opening discussion in which you lay out responsibilities, obligations, and expectations moving forward. If there are any important restrictions or caveats you want to add to this relationship, now is the time to address them. Make sure you also include a discussion about how communication should unfold in the coming months; this should be one of your highest priorities, as good communication can prevent or resolve most conceivable conflicts.

Making the Final Call

Eventually, after reviewing a suitable number of PR firm candidates, you’ll be ready to make the final call on who you want to be your partner moving forward. Review your contract carefully, consider alternative and contingency plans, and otherwise, get ready for a collaborative relationship that can take your brand, your marketing department, and your business to new heights.