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Not all PR agencies are created equal. If you’re looking for a good one, it’s important to know how they differ from each other. You want to make sure your company has the right team of people to manage the account and execute the strategies discussed with your agency partner.
Related: 4 Reasons Why You Should Hire a Small PR Agency
What is PR?
You’ve probably seen the word “PR” pop up a few times. Maybe you’re wondering what it means, why it’s important, and how to take advantage of PR services. Well, let me tell you: PR is a strategic communication process that builds mutually beneficial relationships between organizations and the public. It helps you build a brand by creating content that resonates with your audience to achieve your business goals.
To further illustrate this concept, here are several different examples of PR campaign objectives:
- Brand awareness: Utilize media opportunities such as story features or podcasts to increase visibility for its products or service.
- Authority: People always go online to search for solutions to their problems, and top-rated media is the first thing to come up. You can establish your authority and reputation as an expert that reporters turn to for advice.
- Funding Announcements: Whether a company is closing its seed or D round, the media wants to know and it’s a great way to share exciting news about your company with the public.
- Recruitment: Attracting top talent is extremely competitive. The best candidates want to know they are working for a company that is doing great things in the world and cares about their reputation. Media is a great tool for attracting boatloads of new talent!
- Development of Thought Leadership: Founders may have a good reputation, but it may only exist within their company or professional circle. Using the media, they can expand that reputation to become publicly known.
- Capital: Founders create awareness around them to help create buzz during funding rounds.
- Improve search: Getting found on the top search pages quickly depends on quality content and backlinks from high-ranking authority sites.
- Comprehension: Properly earned media gives the perception that your brand has reached a certain size/desirability.
- Increase conversions: A single ad is not going to educate your customers and convert them completely. Consumers who don’t buy immediately tend to research and rely on trusted media sites for advice and guidance.
Related: Does Your PR Agency See You as a Project or a Partner?
Why are PR agencies important?
PR agencies can help you get the media attention you need to grow your business. They can help build your brand and increase your reach on social media. PR firms are especially valuable for companies new to the market, but established brands can also benefit from their services. Here’s the reason:
PR agencies create content for you in a way that is relevant to the public. For example, they can produce an infographic or write a blog post about industry trends that affect your business (like how millennials prefer to buy products online over in-person). The organization can send out press releases on specific topics related to what they’ve created so far, as well as upcoming events such as trade shows or conferences where attendees are interested in learning more about what they do at home base headquarters.
Related: 4 Tips for Hiring the Right PR Agency
How to Choose Your PR Firm Wisely
Choosing a PR agency can be an overwhelming task, especially if you are not familiar with the field. There are many different agencies out there, each offering their own specialties and expertise. Before deciding which one is right for your needs, make sure you do your research!
- Find out how much experience the agency has in your industry.
- Ask how they measure KPIs against your desired business outcomes
- Learn about the pitch process in detail; The agency should have internal metrics they monitor to know if the pitch is getting any traction, and they should be able to clearly tell you what those numbers are.
- Ask them how they establish new press relationships, ask questions about their daily and weekly process for networking, and what they typically look for for results.
- Ask for links to recent bylines they’ve published in top-ranked publications. This gives you an idea of how well they help their clients extract and express their thought leadership in media-worthy articles.
Related: 5 Things to Look for in a PR Agency
A good PR agency can get your business the buzz it needs
PR agencies are a great resource for any business that needs to get the word out about its brand and product. They can help you reach your target audience, gain new customers and partners, and increase sales. But it’s important to choose wisely when choosing a PR firm because not all of them offer the same services or have experience with businesses like yours. Before committing all your resources (and money) to an agency, make sure they have the experience to get you the results you’re looking for!