Getting the service of a PR or public relations firm seems easy, but there are considerations to take. It is valuable since it can give the business the reputation boost it needs. PR agencies are not all the same and are not cheap. When thinking of hiring one, learn some ways to choose the perfect PR company.
- Determine goals in terms of improving PR.
It is advisable to have definite goals before hiring the PR company. In any goal, strategizing is the most important step. To create a good strategy, first identify the business’ goals. Some of these goals include raising brand awareness and gaining attention from the public.
- Research well before hiring a PR firm.
Every PR company is different, and their approaches vary. Either hire a PR firm or do it in-house. A combination of these two is a good choice. A PR firm that has a manager who is not really knowledgeable about PR will never make the most out of its potential in the PR industry. This kind of firm needs knowledge and experience about brands and products, the right people to get the job done, and an internal PR officer to make everything happen. It will be better to thoroughly research this type of method in PR. Moreover, check if it is within the budget.
- Decide whether to use an RFP (request for proposal) process.
If it is your first time to hire a PR firm, it will be better for you to have a formal request for proposal or RFP. You must hire a PR pro with certain experience in RFP so that the whole process will be easier. It may seem challenging, but you just need to know what to do.
First, you need to set your goals and list down 10 prospective PR firms you want to hire. Listing them down might be quite difficult though. Then, you contact these firms and request for an RFQ or request for qualifications for you to able to narrow down your list. Interested firms will send you their qualifications which you can review. You can select 3 who will bring a team and try to convince you to make a contract with them. Then, choose one who will formally do business with you. The whole process is indeed time consuming, but it can definitely help you find the PR company that is right for your business.
These methods of selecting a PR firm may seem daunting, but they should not be, with the right knowledge and proper planning. Although it will cost money, investing in PR will gain more exposure and reputation. A specialized PR company is best. Allotting time to search for a good PR company is truly worth it.