Choosing the right PR service to improve your brand seems daunting. However, PR agencies come in all different shapes and sizes, so there are bound to be a few that suit your business best. But how can you decide which to choose in terms of your business and marketing objectives? We’ve put together 6 tips on how to choose the best PR service for you:
Choose a creative and proactive company
You’re running a business, so of course, you are constantly busy, with a hundred things to think about all the time concerning all the intricacies of running a company. As a result, it’s unlikely that you will always be in a position to give specific instructions to your PR team. Because of this, something you should always look for in a PR service is their ability to be proactive. You don’t want to hire a team who is constantly waiting for instructions, instead, you should look for a team who has gained a reputation for proactivity and creativity. Whether this is making use of your assets, insight or the other experts in your team to create an effective program of communications that optimises your content and budget or coming up with ideas to help your brand to stand out from the crowd with confidence.
Go for someone with an understanding of your business
A PR agency with a real understanding of your business, industry and marketplace is essential. This is because your PR agency will be responsible for growing your audience and improving customer relations, and will need a realistic and competent understanding of the goals of your business and how they plan to achieve these goals. As long as they understand these factors, your PR team doesn’t necessarily need direct experience in the industry you’re working in, as long as they can provide good contacts, an effective plan and a brand identity that is tailored to your business. For example, Percepto digital PR services have a team with a huge variety of specialist skills so that they can cover a range of scenarios.
Check out the credentials of the team
You should make sure to thoroughly check what training the PR team you are looking into has. Do they have experience in digital marketing and social media? What qualifications do the team have and are any of these specialised? Specialist skills such as communications, crisis management and the organisation of social channels can all be incredibly useful for a good PR company.
Your business will be paying for an outside specialist insight into your marketing campaigns, so look for teams which boast the best credentials as well as the most up-to-date techniques and training. This is especially useful with today’s media where algorithms and technology are constantly changing.
Make sure the team have experience
As much as knowledge is useful, a PR team with practical experience is essential for success. Look for a PR service that has the experience that aligns with your marketing goals, such as growing engagement across specific platforms, or reaching consumers through influencers and more modern types of media. Does the experience that they have to reassure you that they will be able to create an effective marketing campaign for your company? Consider whether they have any contacts in your preferred area of media or advice on which platforms or kinds of content are best for the goals you are trying to reach, Make sure that the PR firm you hire has a solid understanding of the ever-changing landscape of digital media marketing and are aware of the current and emerging techniques that can help you to grow your online presence. If you’re unsure, ask for case studies or have a meeting to better understand what they are able to provide for their clients.
Look for good written and communication skills
One of the most critical things you should be looking for in your PR company is excellent communication and written skills. Since the PR service will likely be posting on your behalf across a number of platforms, it is important that they have a strong understanding of your brand voice and that they are able to replicate this in their all work. Take a look at their website, social media platforms and other work to see if they fit the bill.
Make sure everyone gets along
Something you may not have considered is how well the PR team gets on with your marketing team, or whoever they will be working the closest with. A good PR service will be in touch with your team weekly or even sometimes daily, so everyone involved getting on is important. If you like, include whoever the PR team will be working with to sit in on the hiring process to help to choose the best person for the team.