Know-How Exchange : Advertising/PR

Sarah,

It's so important to check out a company before hiring them. But it can be difficult to evaluate how they may do for you. Here's what I would suggest (as someone who offers the services you're looking for).

References!
As for references of folks they've worked with recently and in the past, focusing on a company who's needs are/were similar to yours. Of course you'll want to talk to the client, but take a good look at the work done on their behalf and see if you like what you see. And ask good questions when you do talk to someone: What was your goal when you hired Acme PR Firm? What do you think they did really well? What do you think they could have done better? How well did you meet your goals?

Know the Difference Between Print & Digital
One of the biggest issues I see with PR firms is that they're great with print and traditional media, but too often their online efforts are flat and don't embrace the flexibility and interactivity of the web. Some of them don't even understand the difference between a brochure and a website - and then they won't be able to produce content that has solid SEO practices, engaging content, and a cohesive program.

They "Get" You
Your digital marketing program has to be authentic and gives people real value and insight into your market. The best way to produce valuable content is to make use of the information, experience and knowledge that only can come from inside the company. So, you need to make sure the firm really understands your value proposition, market, and what makes your company special. You're going to need to work closely with them, on a regular basis to make sure they know what's happening inside. Sadly, I've had clients who spend an hour with me and then expect me to run their online marketing with no further input. The program will always fail without a lot of back and forth.

I hope this helps!

Most PR people that I know, don't do everything that you want, however, you'll likely find it all in a full-service ad agency that also employs public relations and marketing professionals in-house. These are separate disciplines that should use in concert, but implemented according to their industry standards.

Technology PR is also a specialty that's different than most other industry's PR. A company that knows your business -- what you want to communicate and to whom -- will be a first clue that it knows what it's doing. For instance, just because John across the hall thinks that something is technologically innovative doesn't mean that a technology reporter will think so. In fact, something really cool to the average person may be a yawn for someone who intimately knows the industry. That's why knowing the needs of this very specific media is important. If said PR expert speaks your language and works in the communications business, you're on the right track.

Proof is in the results it's garnered for other businessesl. Ask to see clips in all mediums you target for proof that said company knows and is respected in your industry, and how to present it to an interested group of media.

You see your competitors in the news all the time and you want that to…but you can’t find a PR firm that is capable of handling that one small task. What do you do?

Sure, they show a lot of activity and you see weekly reports on what your firm is doing, but, at the end of the day, you’ve seen no change in sales or growth due to the PR program. And your competitor keeps getting news coverage and no one is paying attention to you.

Before you blame your firm or fire them, there are two things to consider: The efforts of your firm are reliant on your organization and, if leadership doesn’t support the efforts or you don’t have someone on your side supporting them daily, then you’re partly to blame.

But, if you are providing those two things, then following are several questions you can ask as you consider hiring a new PR firm. Some of them will be more important to you than others, but they’ll give you a great foundation for discussion…and decision.

Do they have experience in your industry?
Do they have experience doing what you think you’d like (i.e. social media, events, crisis, speaking engagements, traditional media, email marketing, etc.)?
Can they do more than “get you in the news”?
Do they do their own PR?
Google the leaders; do they have a strong online presence?
Do they open their doors and windows and let their clients in by demonstrating their culture from the bottom up?
Do other writers and bloggers cover their leaders and the firm (which shows they’re well-respected by their peers)?
Are they willing to give you a reference of a client who fired them?
When you meet with them, do they talk about the tactics (i.e. social media, events, crisis, etc.) or do they talk about your business with you?
Do they talk only about social media or do they talk about strategy and how the new tools fit into (or don’t) your business goals?
Do they discuss your marketing efforts in order to help you understand how to integrate PR into the overall strategy?
Are they process-oriented or results-oriented?
Are they asking the right questions about your business goals?
Do they have specific metrics that are tied to your business growth goals?
Can they demonstrate where their efforts have helped another client reach their business goals?
Do you get to meet everyone you’ll be working with, including the interns and subcontractors?
Do you like them?
When it comes down to it, we do business with people we like and working with a PR firm is no different. Because your firm is going to need help from you or someone on your team every day to reach its program goals, it’s important you like the team.

But please do your homework, be honest about your expectations, listen if the professionals tell you your expectations are out of whack (but helps you realign them), and take the time to hold your firm accountable.

Here is some advice on evaluating a PR firm:

The right relationship is everything: Before you make a decision, you should meet with the employee who will be assigned to handle your business.

It is important to feel comfortable with your main contact, after all, that's who will be representing your company and spreading your message. The entire team should be knowledgeable and experienced but don't let age fool you. Young minds bring fresh ideas as long as seasoned professionals guide them. If you feel your calls are not being returned or he/she doesn't have a grasp on your business, contact a supervisor and request a new account executive or ask to work with a manager."

Digging up the dirt: You find a great new agency, its strategies are inspiring and their tactics impressive, but you never saw the desired results. Don't sign the contract based on the proposal. When you have selected candidates, make some calls and find out what to expect after that plan goes into action.

Before committing, request media referrals. Ask if the account executives return calls promptly, if they can answer questions about their clients, and if they contact them with story ideas by deadline. Inquire about their reputation and if they have a roster of clients in a specific industry. When checking client referrals, ask what the agency excels at and what it's weak at. Also find out how responsive employees are to phone calls, questions and concerns.

Sample the goods: The PR firm you chose begins to launch your new campaign. You're concerned that they don't fully understand your intent or message. It is crucial to brief your new PR team about your company, products and marketing objectives, and be confident that they are qualified and comfortable writing about it and pitching it.

Ask to view their work. Chances are if you don't understand the releases they write, reporters won't either. Press releases should provide a very clear description of the company. Check for mistakes, typos and confusing information."