You are in search of the best public relations agency and wondering how to navigate through all these agencies that, from the outside, seem similar and offer similar services.
Of course, nothing beats a recommendation from a third party that you know, but even then, be cautious as the recommended partner may not be suitable. I have experienced this several times.
The best agency for you is not necessarily the most expensive, prestigious, or award-winning one. No, the best public relations agency is the one that:
- Offers you a customized plan
- Knows your industry
- Has served clients similar to you
- Develops Key Performance Indicators (KPIs) based on what is valuable to you
The best PR agency offers you a customized plan
Many agencies propose the same approach to all their clients. Yes, it may generate results, but will it be suitable for you, and will you achieve your desired goals?
Feel free to ask the agencies how their proposal differs from what they offer to all their clients.
The best PR agency knows your industry
Even if the agency you wish to work with appears competent, if they are not familiar with your field or industry, whether it’s agri-food or beauty, they will struggle to:
- Understand you
- Write press releases using the appropriate technical terms for your industry correctly
- Develop a contact list they do not already possess.
Are you hesitant to work with an agency that already represents multiple brands in your sector? Well, if that agency is not working with your direct competitor, there are several advantages to considering a closer partnership:
- The agency knows the journalists/influencers who will be interested in your company or product.
- The agency will quickly know how to make you shine in the eyes of journalists, capturing their attention and generating publicity for you.
- In certain sectors such as fashion, luxury, and beauty, you will benefit from the synergy of other brands in your industry and gain more visibility.
The best agency will develop useful KPIs
Why did you decide to hire a public relations agency?
- You want magazines and newspapers to talk about your product – so ask your agency to set a target number of features (e.g., 5 magazines, 10 websites, 3 newspapers, 2 podcasts, etc.).
- You want to increase the number of visitors to your website – set a percentage increase goal, for example, 5%, 10%, etc., depending on what makes sense.
- Cost per thousand impressions, etc.
What matters here is determining your expectations and adjusting along the way. No one knows the future, so setting goals and KPIs helps direct efforts in the right direction. It’s about the trajectory, not just the end result.
Ultimately, the best public relations agency is the one that is passionate, listens to you, and supports you in your growth and journey towards recognition.
The best PR agency will make you shine, and most importantly, they will love your company almost as much as you do.
Feel free to reach out to us if you would like to continue this discussion with us.
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