When Should You Hire a PR Agency?
A public relations firm can be a vital asset to your business, but before you commit to hire an agency, it’s important to know when it’s the best time for you!
Here is a brief checklist you can go through with your team to determine your need for PR services.
1. You have an understanding of what a PR agency does and the services they provide.
A PR agency is a group of senior level professionals who work to generate and manage publicity for your company or for you personally, if you are building a personal brand. A PR agency is hired to manage your reputation, prepare speeches and talking points, prepare you for interviews, obtain press coverage and to establish and build relationships with the media and strategic partners on your behalf.
PR agencies are not advertisers. Their job is not to market for you or your company, nor is their job specifically to increase your sales or revenue (although often this is a result of an engagement with an agency). To put it simply, the agency’s job centers on awareness of your company or brand and reputation management.
If you are just starting out in your business and do not yet have the budget to hire an agency, you may consider working with a freelance publicist to start.
2. You are launching a new product, service, or special event.
If you are about to launch something new or host a special event that provides useful information to the public, it might be a great time for you to hire an agency to create a campaign and generate media buzz around it. It’s best to start looking for an agency six months to a year before your launch, so that you can determine the best fit for your needs and have them in place well before your launch begins. For media outreach, it’s best to begin 3 months in advance of your launch.
3. You have expertise in a particular industry or specialty topic.
This may sound harsh, but the media is not interested in you - they are interested in the value you can bring to their audience. The media often seeks experts who can keep people informed about what is current in a particular profession or industry and can bring relevant, actionable tips to help their audience gain knowledge or improve a particular area of their lives. A great way to demonstrate your expertise is to share your insights online through your website and social media platforms. You don’t have to be on every social media platform - pick one or two to focus on and post there consistently.
4. You have an online presence and an active following.
In the digital age, an online presence is vital for any business or industry expert. This includes both social media accounts and websites. If you are at the beginning stages of building your company or personal brand, it is best to do as much as you can on your own, and then hire a freelance publicist before committing to work with a PR agency. If, however, your social media accounts and websites have an active following of engaged subscribers, then a publicist can help you maximize opportunities for media coverage and strategic partnerships.
5. You have a realistic budget and your company is in the financial position where you can afford a PR agency.
Since public relations is a process that builds over time, most PR agencies work on a retainer basis, with a minimum commitment of 6 months. Before hiring an agency, be prepared to set aside a four-figure monthly retainer.
If you think you’re ready to hire an agency, schedule a consultation with us through the link below!