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Janice McCafferty Communications Beauty PR

Choosing a public relations agency can be a truly rewarding process, if done right and when in tune with your company’s needs. If in the past you were limited to just a few good options, in today’s times, there are a lot of professional agencies out there that can do a great job for your company and for your reputation. But choosing a good agency is not enough for achieving the desired results, you also need to have other aspects in mind, such as budget, your goals, or the niche of the agency, in order to find the perfect fit.

Today we’re talking about 4 crucial steps to keep in mind when choosing a new PR agency; steps that can improve the quality of your professional relationships and can help your business achieve its PR goals.

Find an Agency that Understands Your Company’s Culture

A key aspect to successfully choosing a new PR agency is to find one that fully understands your company’s background, history, and culture. They should be able to represent your interests in the media with professionalism. Even if you are looking to do a re-branding, the understanding of your company’s background is crucial for all your business partners and most importantly for a PR agency. Make sure you get enough time to discuss all aspects of a new contract with a representative from the PR agency you are considering. You should also be well-informed about the strategies that the agency is planning to follow for promoting your business.

Define Your Company’s PR Goals

Depending on the type of business you run, and on the history that you already have, you will require a specific kind of public relations. Whether we are talking about re-branding, going digital with a new e-commerce site, or improving your overall relationships with the media, you need to clearly define the goal before talking to a new agency. The more information you can give them, the easier it will be for them to come up with a successful media strategy.

Analyze the PR Agency’s Background

A lot of entrepreneurs or business owners get confused when searching for a new PR agency, and forget to also research the background of the agency, its portfolio and its connections in the media world. For PR strategy to be successful, you need more than a good professional, you need an agency with a background in your industry, and with a lot of great connections in online and offline media. For example, if you are a beauty company looking for new PR representation, you need to consider those PR agencies that have a long and successful history with beauty brands, and that have strong ties with the fashion and beauty media and blogging community.

Take a Peak at Your Competitor’s PR Strategies

Although maintaining your company’s individuality is mandatory, no matter the industry, it always helps to analyze what your completion is doing in terms of PR. This will give you a better idea about what roads you want to follow. If you feel like there is something missing from your approach, or that other companies have done a better job at getting their name out, mention these facts to the new PR agency you are thinking on hiring. The best agency for you will be the one that can take your ideas and put them into tailor fitted strategies for your situation and goals.

Regardless of the reasons for which you are looking for a new PR company, or of your experience with the public relations world, you must keep in mind that choosing a new business partner is a key step towards the development of your brand.

Finding the perfect balance between your goals and your budget, while choosing a professional PR agency with great experience is not hard at all, as long as you don’t neglect a significant aspect of the search. If you have any questions about our public relations services or if you are looking for a new PR agency and want to have a chat, don’t hesitate to contact us at jessica@janicemccaffertypr.com.