Are you thinking about hiring a PR agency, but what exactly do they do, or if you even need one?
Often overlooked and underutilised, a good PR agency can help drive sales, boost your reputation, increase brand awareness, and more.
Still not convinced?
Read on to discover:
- What is PR?
- What does a PR agency do?
- Why should you hire a PR agency?
- How to hire a PR agency
What is PR?
PR stands for public relations and refers to the management and dissemination of information either from an individual or an organization to the public. Public relations is often confused with publicity. However, while the former is controlled, the latter is not.
When choosing a PR agency, it can be a good idea to look for one that is local to your business, as then you can benefit from their knowledge of local press and news opportunities. For example, a PR agency in Hertfordshire is a good choice if you operate in London, Hertfordshire or Cambridgeshire or the surrounding areas.
What Does a PR Agency do?
In the simplest terms, a PR agency handles the reputation of a business via the use of owned, earned, and paid communications. Most notably, they handle communication and messaging with the press, so that you don’t have to.
Some of the duties of a PR agency include:
- Reputation and crisis management
- Media relations
- Social media
- Speech writing
- Press releases
- Event planning
- Media training
- Market research
This list is not exhaustive, and some PR agencies offer further services such as internal copywriting and outreach marketing.
What are the Different Types of PR Agencies?
As mentioned briefly above, different PR agencies offer different services depending on the type of clients that they serve. Below are the most common types of PR agencies and their responsibilities:
General strategic communication
As the name suggests, a general strategic communication PR firm handles all aspects of a public relations strategy. This type best suits businesses needing help with several PR tactics.
Press communication
If a PR agency specialises in press communication, it focuses on media outreach, pitch writing, securing media coverage, and getting interviews with journalists and influencers. If you want to improve your media coverage, this is a good option for you.
Crisis management
Crisis management involves creating and implementing strategies in times of crisis. Typically, this type of PR firm is hired temporarily to deal with a specific problem or concern.
Internal communication
Internal communication PR firms specialise in internally disseminating information, i.e., to employees for example, via a monthly newsletter or internal hub.
Community management
Community management refers to the managing of customer relations. This is typically carried out on social media such as Facebook, Instagram and X (formally Twitter).
Non-profit public relations
A non-profit public relations firm works with specific organisations rather than offering specific services. Most notably, this type of PR agency works with businesses operating within the healthcare industry and charity sector.
Public affairs public relations
A public affairs public relations firm works predominantly with government officials. For example, if your company wants to endorse a political figure.
Why Should You Hire a PR Agency?
There are many reasons why you should hire a PR agency, including:
- To build your brand
- To boost brand awareness and visibility
- To increase brand reputation
- To save money
- To gain an outsider’s perspective
- To secure media connections
- To manage your reputation
- To reach your goals faster
- To help you network
How to Hire a PR Agency
The first thing to remember is that not all PR agencies are created equal. Not only do some specialise in different aspects of public relations than others, as detailed above, but some are also a lot less scrupulous than others.
Therefore, when hiring a PR agency for your business, you need to make sure you put enough time and care into the process. If you are unsure where to begin in selecting a public relations firm, then the tips below are just what you need.
Step 1: Do your research
If you have never worked with a PR agency before, you must do your research before signing on the dotted line. Ideally, you want an agency with a lot of experience and expertise in the media you want to contact or the industry you work in.
Step 2: Think about what you need
What do you need from a PR agency? Do you need help with media relations? Crisis management? Or general PR?
Make a list of the things that you need help with, and then actively look for an agency that deals with them.
Step 3: Create a shortlist
Once you have done your research and thought about what you need, the next step is to make a shortlist of agencies. Ideally, you want to decide upon 2-3 firms that you like the look of and who offer the services you need.
Next, you should contact the agencies on your list and ask them for proposals. This will allow you to see what they would do for your business and how much it will cost.
Step 4: Set up meetings
When you have received the proposals and looked through them, you are now ready to arrange a series of face-to-face meetings with your preferred agencies. This will enable you to ask more questions about how they work and what they offer and give you a better understanding of how it would be working with them.
Step 5: Check references
Before making your final decision, you must make sure that you ask and check references for each PR firm you are considering hiring. Do not rely solely on customer testimonials provided on their website as these can be easily manipulated. Instead, look for reviews on third-party independent sites or contact previous clients directly.
Step 6: Sign a contract
The final step! Once you have picked an agency, it is now time to sign a contract before you can start working together. A contract is needed to protect both yourself and the agency and should detail both parties’ expectations for the project.
