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25 Questions to Ask Yourself Before Hiring a PR Agency

Hiring a public relations person/agency for your organization can be a daunting process. Do you look for a bigger or smaller agency, or for a solo practitioner?  Should it be a seasoned established firm or a right out-of-college creatively thinking self-starter?  Do you have the need and budget to hire them “in house” or as an independent contractor?  How to determine if they are a good fit in terms of their capabilities, priorities, effectiveness and passion for your mission?
A few years ago, I came across this simple assessment strategy at the Idea Grove, a full-line marketing company in Dallas, TX. Ever since I adopted their great guidelines to help organizations find the right PR representation, while making them aware of some common issues along the way.

Quoting From Idea Grove:


“From [our] experience, the most common mistake is to fall for a slick agency presentation without fully understanding one or more of the following:


(1) the agency’s specific qualifications;

(2) how the agency will prioritize your company relative to other clients;

(3) how the agency will charge for its services;

(4) whether the agency will be a good personality fit.


Many PR firms are downright spectacular during the review process, but just mediocre once they’re a few months into the engagement. This is because large firms, in particular, win new clients through the sales efforts of senior executives — but then make a junior staffer the primary contact on the account.”


Once you have interviewed a few PR firms, have your search committee members ask themselves the following 25 questions to compare the candidates across these four categories: Qualifications, Prioritization, Cost-Efficiency, and Compatibility — before making a decision:


QUALIFICATIONS: Can the Agency Do the Work?

1. During our discussions, has the agency demonstrated a good general understanding of my industry?
2. During our discussions, have agency representatives listened well and done their homework to gain a grasp of my company’s specific goals and challenges?
3. Does the agency seem to have sufficient personnel and breadth of expertise to meet my needs?
4. Does the agency have case studies that demonstrate success with similar clients and/or projects of similar scope?
5. Has the agency provided enthusiastic client references?
6. Do representatives of the agency seem intelligent and creative?
7. Have representatives of the agency suggested good ideas that I had not previously considered?
8. Do representatives of the agency seem passionate about what they do?


PRIORITIZATION: Will I Be Valued as a Client?

9. During the review process, has the agency been prompt in returning my phone calls/emails and responding specifically to my information requests?
10. Has the agency been straightforward in identifying the individual who will be my primary, day-to-day contact person?
11. Does my primary contact have a sufficient level of relevant experience?
12. Has my primary contact taken a prominent role in meetings during the interview process?
13. Has my primary contact personally serviced some of the client accounts cited by the agency in case studies and client references?
14. Does my primary contact have the authority to offer advice and make decisions when I need them quickly?


COST-EFFICIENCY: Will I Get My Money’s Worth?

15. In creating a proposal, do agency representatives focus on meeting my needs – or do they ask, “What’s your budget?” and deliver a plan that absorbs all available dollars?
16. Is the agency straightforward in discussing how it bills for its work?
17. If the agency bills by the hour, does it openly share the specific billing rates of its individual employees?
18. Do the agency’s billing rates seem reasonable compared to other firms?
19. Do the agency’s client references vouch for the agency’s flexibility and fairness in billing?


COMPATIBILITY: Will the Agency Be a Good Partner?

"Their military is no threat, but they have a gigantic advertising budget." THE NEW YORKER, April 18, 2011


20. Is the personality of my primary, day-to-day contact a good fit with mine?
21. Do agency representatives communicate freely and easily with my company’s employees in meetings?
22. When asked their opinion, do representatives of the agency say what they think – not just what I want to hear?
23. Do the agency’s recommended tactics seem honest and ethical?
24. If the firm serves other companies in my industry, are agency representatives forthcoming in discussing any possible conflicts of interest?
25. Does my gut tell me the agency is promising what it can actually deliver — and not exaggerating simply to get my business?


Want to find out whether your current public relations firm is adequately meeting your needs? Take the Idea Grove’s QUIZ!



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