How to Choose a PR Firm: Part 1
As a business owner, there are quite a few things that you must consider before deciding to work with a PR firm. Is the timing right? What are you looking to get out of it? Do you have the budget for it? Which firm should you work with? The list goes on and on. However, it is often the last question that is the hardest to answer. With that hardship in mind, I’ve tackled a few key areas you need to access when trying to find the right agency for your business and your goals.
Size
One of the first things you should take note of when looking into public relations firms is their size. While size doesn’t necessary dictate quality, there are some differences between small and large firms that can really impact your experience. Generally, a larger firm will be more expensive, something that makes sense given the fact that larger firms tend to have higher overhead costs than their smaller counterparts. Additionally, larger firms tend to utilize bigger teams that may or may not include interns. For brands with deeper pockets, a larger firm, and the accompanying price tag, may be appropriate, but as I stated previously, size doesn’t dictate quality. Depending on your brand and budget, a smaller firm may be more appropriate due to the fact that you’ll probably be working through your goals with the same people that will eventually be representing you.
Location
The Public Relations world is plagued by the erroneous notion that top-tier firms are only located in New York City and Los Angeles. This idea stems from the fact that geographic proximity to media outlets once dictated how effectively a firm could represent a brand. However, as the prominent methods of communication have shifted from in-person meetings to electronic methods like email, geographic proximity to media outlets has lost its importance. Unless your goal is to tackle local television media utilizing a firm that can provide someone to accompany you on every meeting and segment, location shouldn’t be high on your priority list.
Look for Part 2 of 3 shortly
If you have any questions, comments or concerns, feel free to contact us at jessica@janicemccaffertypr.com. We are more than happy to discuss anything related to the PR world with you.
Best,
Janice McCafferty PR