While appointing a budget size PR agency, you should keep a few things in mind which will help you to choose your right partner.
Reputation building happens through sustainable effective PR stories. Many times, brands or clients approach towards agencies or PR consultants for shorter time period and expecting revolutionize impact. Building trust between brands and their customer needs vital communication strategy with long-term action plan. Thus, PR helps to establish your trust and credibility with cost effective approach.
Here we highlight some simple mistakes while choosing a right PR agency
Avoid Universal Umbrella: Each brand needs tailor-made unique approach to communicate the message towards their target audience. It means, while searching for your perfect partner, you will have to look at the brand's sector expertise.
Credibility Check: its B2B engagement so while considering your communication partner for trust building and influencer marketing, you need to check the credibility and social proof too. Also, check the facts claimed by the PR agency during the pitch presentation.
Objective Should Be Clear: Very important to know why you want to take the agency onboard. If you are confused or unable to priorities your communication objective then you will fail to understand the impact of your PR exercise. Sometimes while hiring PR agencies, it is expected that direct result should convert into sales process. But, it is not the same. Hence, understand its influence customer to make decision and built brands credibility among them. So while hiring an agency, you will have to set your goals and communication steps with a certain objective.
Media Connects: It's a vital aspect for any client to know the agencies media relation. Actions speak louder than words. If the agency is only giving strategies and unable to execute the plan in an effective manner then it is a waste money, energy and time. So, while finalizing your communication partner, you will have to just cross check with some renowned journalists about them.
Story Telling Creativity: Yes, it’s an art! In today’s digital era, content is the king! A strong content can directly help you connect with your target audience and deliver the message strongly. If your pitch notes, press releases fail to convey the purpose of it, then you may not get appropriate results. So, understand the story telling skill and experience of the content team.
Insightful Industry Knowledge: As we discussed many aspects of mistakes to avoid when considering your communication partner. We have seen that dealing happen across the table between top management and then they introduce a new team that lacks experience or doesn't have strong media relations. In such case, client doesn’t get insight knowledge of industry competition and fail to deliver results. The person who is going to handle your account should be fair enough to match your expectations. Timely reporting, updates and action should be taken by the PR team.
Don’t Engage For Short-Term Goal: Building brand doesn’t happen overnight. It takes many sleepless nights. We understand doing business is not an easy task. It needs courage, hard efforts, patience and vision. Look at long-term goals and create your path to walk on right directions. And in this journey your business partners will surely help to make it stronger. But, give them time to understand your vision, mission and communication objective. Once everything is in place then you will get the expected results and business growth.
Activate Multiple Marketing Channels: Maximum time people do mistakes to understand the role of PR agency and expect direct leads generation should happen. PR helps to engage-build trust-influence in decision making. To lead generation there are other marketing tools like advertising, referrals, digital presence, websites should have sales magnet to convert into business.
Very Important to Synchronize with your Communication Partner: Client servicing team and corporate communication team should be on the same page, and then only the expected results can be delivered. If, agency is giving 100+ suggestions and doesn't implement into marketing plans then it won't help the brand.;