How to Select a PR Agency

If you’ve decided to hire a PR agency to gain media coverage and maximise your brand awareness, choosing the right partner is crucial.

Whether you’ve had experience working with an external agency before or are appointing one for the first time, taking the time to carry out thorough research will ensure the PR team you hire really understands your business’s needs and goals.

There are almost 7,000 PR and communication businesses to choose from across the UK, each with its own expertise, experience and work methods, so it’s important to select one that fits your brand’s needs and ethos. The most effective working relationships are born when both parties are on the same page, so that the agency aligns with your business objectives and can deliver tangible, meaningful results.

In this blog post, we highlight the most important factors to consider and keep in mind as you embark on a search for your perfect PR match.

What’s in this article:

Understanding your PR needs and goals
What to consider when selecting a PR agency?
Five key questions to ask before hiring a PR agency
Key takeaways

Understanding your PR needs and goals

Before you start searching for an agency, it’s important to first pinpoint what are your expectations and goals for the PR activities. Whilst most agencies will have the necessary skills to cover the most basic PR tasks, not all of them offer the same services, so it’s crucial to be clear about your needs upfront.

Are you looking to increase brand awareness? Manage a crisis? Build thought leadership? Enhance your website’s SEO? Launch a new product? Your goals will heavily influence the type of agency you choose.

Before approaching an agency you should ideally also decide how much you’re willing to invest in PR activities, what your timeline is and who you want to target with your PR efforts.

Answering these questions beforehand will narrow down the potential options and help you find an agency that is experienced and well-equipped to bring you the results you want, and allow you to develop a comprehensive PR brief.

Here are some examples of services that PR agencies can provide:

Media relations - includes building relationships with media contacts, crafting press releases and distributing them to relevant media outlets.
Crisis management - managing communications and providing support during a crisis, implementing strategies to restore reputation.
SEO services - increasing the website’s online visibility and traffic through SEO and link-building practices.
Event planning - organise and promote events such as new product launches, press conferences, fundraisers and trade shows.
Social media - coming up with social media campaigns, partnering and working with influencers.
Storytelling - developing compelling case studies that highlight the brand while telling a story.
Content creation - includes writing company blog posts, newsletters, creating infographics.
Thought leadership - positioning the client as an industry leader in trade publications, and creating content that offers expert advice and insights.

What to consider when selecting a PR agency?

Expertise and experience

When choosing a PR agency, one of the most important factors to consider is their expertise and experience in your industry. An experienced agency will understand the nuances of your sector, have a proven track record of successful campaigns, and be familiar with the media outlets that are most important to your brand. Look for case studies and previous examples of campaigns that align with your goals. An agency with a deep understanding of your industry can offer tailored strategies that connect with your target audience and deliver significant results.

Size of the agency

Bear in mind the size of the agencies you are looking into. While larger PR firms tend to have larger networks, staff numbers and client diversity, smaller agencies often offer more direct and personalised services and can be more cost-effective too. Working with a close-knit team that takes the time to understand your business needs may be more valuable than being under the wings of a larger agency.

Testimonials and recommendations

The reputation of a PR agency is crucial, and one of the most effective ways to assess its performance is through testimonials and recommendations. Look for feedback from current or former clients that the agency has represented, and don't be afraid to request references. Positive reviews can provide insight into the agency’s strengths, work ethic and capacity to meet deadlines.

‍Creativity

Creativity is at the heart of successful PR campaigns. Crafting innovative ideas and generating fresh angles for storytelling can help your brand stand out in a competitive marketplace. When assessing an agency, inquire about their creative process and review their previous work. Do they push boundaries and think outside the box? Are they willing to take risks and try new approaches to capture attention? Have they won awards for their campaigns and ideas? A creative agency can assist you in developing a successful campaign that resonates with audiences and generates buzz.

Media and industry connections

An agency's media and industry connections can greatly influence the success of your PR campaign. Strong relationships with key journalists and media outlets in your industry are essential for securing coverage. Ask about the agency’s network and how they plan to leverage those connections to promote your brand. A well-connected agency can get your story in front of the right people, helping you build credibility and reach your target audience more effectively.

Working style

Enquire whether the working style of the agency will be compatible with your company’s approach, as it will shape your day-to-day interactions and the overall success of your campaign. Every agency has its unique approach to communication, collaboration and project management. Some agencies prefer a highly structured process with regular status meetings, detailed reports, and clear timelines. Others may offer a more flexible, informal approach, which can work better for businesses that need to pivot quickly or operate in a fast-paced environment.

Price

Cost is always a consideration when choosing a PR agency. PR agencies offer various pricing models, and the cost can vary widely depending on the scope of work and agency size. Ensure you're clear on what services are included in the fee and how they align with your objectives. Cheaper isn't always better, and investing in the right agency can yield a higher return on investment.

Five key questions to ask before hiring a PR agency

1. What will the first few months look like?

You might not have the luxury of paying for months of PR services before a plan or programme is actually rolled out, so you might want to check that the agency has the tools and know-how to really hit the ground running and start working towards those all-important results from day one.

‍2. What budgets are you working with?

Are you looking to run a short campaign or work with an agency on a long-term basis? Will your campaign primarily focus on editorial material, or would you like to incorporate infographics, surveys, video, and animation? Are you interested in engaging with influencers or hosting product launch events? Will your company allocate a central budget for PR, or will funds come from different marketing streams within the company?

3. What does success look like?

How does the PR company plan to measure success? What kind of goals and objectives do they propose and will they review these regularly? The PR industry is a fast-moving landscape with different ways to measure ROI. How innovative is this agency? Does its definition of success align with current industry thinking? At Motive, all clients are given a MAP (Motive Action Plan) that outlines objectives, tactics, and KPIs, and clearly defines what success will look like to avoid any confusion or misunderstandings about our goals.

4. How flexible is the agency?

How agile and adaptable to change is the PR agency you are in discussions with? Can they change gear in a heartbeat to meet the current needs and trends of your business? And are they confident to try new things to maximise the effectiveness of your PR campaign if needed? Flexibility is important in the PR industry, as the media landscape is constantly evolving and trends can shift overnight. A flexible PR agency can quickly pivot strategies, adjust messaging, and capitalise on emerging opportunities to ensure your brand stays relevant and resonates with your target audience.

5. Are they effective at building professional relationships which last?

Public relations is all about building relationships, so it's crucial to team up with an agency that you connect with. How do you feel about your initial discussions with this PR agency? Do you feel inspired and enthusiastic about their plans, or do you sense a disconnect? Do they truly understand you and your business? Do they grasp your mission and objectives, and are they willing to go the extra mile to develop meaningful professional relationships, working collaboratively with you to achieve your goals?

Key takeaways

Hiring the right PR agency is key for maximising brand awareness and media coverage. With thousands of PR agencies available, choosing one that aligns with your brand and objectives is essential for meaningful results.
There are several factors to consider before hiring a PR agency. Conduct thorough research to narrow down your options based on certain factors such as the agency’s expertise, experience, size, testimonials, industry connections, and price.
Before meeting with a potential agency, prepare questions that help you determine whether they’re the right fit for your brand and are able to achieve the results you’re looking for.

If you think Motive may be a great fit for your business, don’t hesitate to contact us, we would love to hear from you.