Tag: hiring a pr firm

Marketing: Why Work with a PR Firm

Clairemont InternBlog, Hiring a PR Firm, Marketing, , , , , ,

Marketing your business can be a daunting task, but it’s a crucial element to success in today’s world. Working with an agency is an efficient way to bring more to the table than just brand awareness. Businesses large and small can benefit in many ways by hiring an agency including:

1. Introducing Investors

Having a steady source of income is, obviously, the linchpin for a successful business, especially at its early stages. PR agencies can help to attract investors by demonstrating your credibility and producing strategies to target investors at the right time.

2. Creating a Rockstar Reputation

Reputation is a part of attracting new clients, investors and great employees. PR professionals help you refine your brand messaging and increase industry awareness, which ultimately generates new clients, coverage and talent. 

3. Maximizing Media 

PR agencies are masters at forging new connections, reigniting old ones and integrating digital media tactics, thanks to their built-in knowledge and strong relationships with media outlets. 

4. Increasing Productivity

Marketing, especially good marketing, is a lot of work. Hiring a PR agency can free up valuable time, energy and resources for you and your employees. Experienced PR pros can take the work off your plate so you can focus on growing your team and business. 

However, we understand that sometimes it’s not possible to immediately collaborate with an agency. We’ve put together a list of low-maintenance and cost-friendly marketing strategies that can jumpstart your business and brand, and make agency collaboration seamless down the line. 

  • Create a Google My Business account. This (free!) listing allows your business to show up on Google Maps, the local section of a Google Search and the right-side Knowledge Panel for branded searches. 
  • Post and engage regularly on social media. Increasing social media presence and engagement (Facebook, Instagram, LinkedIn, Twitter, TikTok) can build a community online and allows you to express your brand’s personality as well as build trust with your audience.
  • Start a blog. Blogging is still a great tool to make content a regular part of your marketing efforts. You can share your posts on social media and it’s an easy way to direct potential clients to your company site, increase user engagement, improve visibility and strengthen your overall SEO. 
  • Apply for awards. Applying for awards can generate buzz for your business and, if you win, boost credibility. 
  • Collaborate with others. Double your exposure and reach a new audience by collaborating with another business in-person (post-pandemic) or virtually. Teaming up can also mean placing business cards, flyers or brochures at your partner’s physical location or taking over/guest-starring on its social media account — get creative!

If you’re interested in learning more about the benefits of hiring a PR agency and what Clairemont Communications can do for you, drop us a line. We’d love to work with you!

Curious about more marketing resources? Check out our blog for some stellar social media tools.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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5 Ways to Maximize Your PR Agency Investment

Dana PhelpsBlog, Hiring a PR Firm, Raleigh PR Agency,

This is the third post in a three-part series: 5 Clues that You Are Ready to Hire a PR Agency, 5 Criteria for Hiring a PR Agency and 5 ways to Maximize Your PR Agency Investment. Can I get a high five?

Congratulations! You’ve hired a PR agency! Wait a second…you don’t look so good. Yes, I know it is a big commitment. Yes, I know you have a lot on the line. Don’t go getting cold feet now. This is an exciting time!

1. Trust. Remember, you hired the agency because you NEED help. You selected your PR firm, because you you know they’ve got what it takes to move your company forward and make you look like a rock star to the rest of your executive team. Relax, and trust your decision. Start by building your client/agency relationship on trust, and most likely you will have a long, rewarding partnership. Here’s what my friend Roy Reid has to say about building outrageous trust.

2. Commit. At Clairemont, we pride ourselves on not needing a lot of hand-holding from our clients so that we truly can provide meaningful results and make our clients feel like a huge weight has been lifted from them. We’re able to do just that when our clients take the time at the beginning of the relationship to allow us to go through an account set-up process that identifies big things such as mutually agreeable objectives and deliverables down to seemingly small things like setting up shared folders to send and receive large files to each other. Our best clients also provide background information to help facilitate a brand immersion and schedule regular team check-in calls. While smart agencies understand the importance of striking the balance of working both collaboratively with and independently  from you, your agency account team will require information and answers from you. A commitment to being responsive is also key.

3. Listen. Once your agency is up-to-spend and indoctrinated in your company culture, listen to what they have to say. You most likely hired the PR firm for the experience and expertise of its team members. Realize that you now have a resource that likely consists of people of different generations and backgrounds — you’ve gained direct access to new perspectives that might allow you to see how your customers, employees, stakeholders and influencers see your brand. Additionally, our role as public relations counselors is to guide our clients and provide recommendations. That should at least sometimes include ideas you have never considered.

4. Challenge (and be challenged). This is a two-way street. The most productive client/PR agency relationships challenge each other to see things in different ways, to come up with new ideas and to find innovative ways to solve a problem. Personally, I love nothing more than to get a client call that starts with, “I’ve got a real challenge for you.” Yes, that’s what makes our jobs fun! And to the point above, the best agencies are even challenging their clients to join them in redefining what PR is as we move from talkers to makers, as my friend and fellow CAPRSA executive committee member, Martin Waxman, says.

5. Evaluate. Evaluation should be an ongoing process that’s conducted in formal and informal ways. I’ve already mentioned establishing regular check-ins and that’s a great way to make sure everything is going as planned on a weekly or monthly basis. We also recommend quarterly meetings to review objectives to ensure that goals are being met. Sometimes things in your company, industry or the economy change which could require your PR firm to need to change directions. By evaluating your program on a regular basis, together you can maximize results.

These are just five of many things you can do to make sure you are getting the most out of your client/PR agency relationship. For those of you (both clients and agency folks) in successful partnerships, what tops your list?

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5 Criteria for Hiring a PR Agency

Dana PhelpsBlog, Hiring a PR Firm, Raleigh PR Agency,

This is the second post in a three-part series: 5 Clues that You Are Ready to Hire a PR Agency, 5 Criteria for Hiring a PR Agency and 5 ways to Maximize Your PR Agency Investment. Can I get a high five?

Let’s face it, there are likely more than five things you should consider when making the big decision of which PR agency to hire. Having been on both the hiring side and the pitching side, here’s a handful of reasons to pick an agency that I’ve seen forge stronger relationships than match.com:

1. Special? Yes. Specialty? Not always. Start with the basics such as identifying agencies that are either B-to-B or B-to-C (many do both) depending on your primary audience and then begin to drill down into things such as experience in or related to your industry. There can be advantages to hiring an agency that exclusively specializes in a particular industry, as long as the work doesn’t become cookie-cutter and lacking in creativity. That’s why I recommend more of an emphasis on special — as in which firm can do something the others can’t, thereby making it special — over a specialty.

How do you make sure a PR firm has the right skill set as well as the experience and creativity to back up its claims? Review the agency’s relevant case studies, talk with existing clients and ask the team to tell you about any industry and community awards or accolades they’ve received.

2. Values and value. The PR agency you hire is going to represent you and your brand. Ask about the firm’s values. Find out what is important to its leadership team and how those things are woven into the culture of the agency. Similar values are typically an indicator of a good match. While I always think this is important, it is absolutely vital for new companies or those relying on a PR firm to make introductions into new markets. Poor values, lack of integrity and signs of acting unethically lead to bad reputations. It is virtually impossible for your brand perception to be improved or introduced in a positive way by a brand that is tarnished. Do your homework.

Having been involved with PRSA my entire career, I’m a strong believer in the association’s code of ethics. To find firms that have joined PRSA and taken a pledge to uphold the code of ethics, check out PRSA’s Find a Firm tool.

Mix a firm that has the right expertise and strong values with a client with clear direction and a realistic budget and you’ll get value out of the relationship. Ask prospective agencies how they define “providing value” and how they ensure clients feel they are getting a good value.

3. Two peas in a pod. I’m not suggesting you become besties with your agency account manager. In fact, I recommend against that! However, you’ve got to want to work together. That’s where you’ll see the real value — when you enjoy working with and appreciate your agency team and vice versa. It is part of our nature as PR agency people to want to please. Give us a client we like who respects our work and is grateful for the support we provide, and it becomes downright magical.

I believe you can get a sense for this in the interview stages. Call it listening to your gut. Call it chemistry. When the personalities, cultures and working styles are a match, you know it. You feel good about it. Because it is so important, make sure you are actually meeting your account team and not the “pitch team” when you’re visiting with a prospective PR firm. Also take note of how the team members interact with each other, as it can be an indication of how they will communicate with you and your team. I’ve previously written about this in a post about sportsmanship in a PR agency environment.

4. Extra, extra. If you are like most people charged with hiring a PR agency, you’ll send an RFP or the same list of questions to a few agencies you are considering. Look for the agency that offers an observation, wisdom or perspective on something not included in your request. This is a good indication that the team is already thinking about your business and that the firm believes in going above and beyond.

Other extras that are worthy of moving an agency to the top of your consideration list include:

  • Creative pitches. Do you really want another PowerPoint? If you do, which team made it creative? What else did they do outside of the presentation to show imagination and ingenuity?
  • Research. Did one team take the initiative more than others to understand your company’s background, conduct a competitive analysis or analyze your target market?
  • Questions. Did one PR firm seem more inquisitive than the other? This can be an indication of thinking ahead to next steps and about the information that will be needed to kick start your campaign.
  • Desire. Who wants your business the most? The answer is likely to be the same as the agency that will make your account a top priority.

5. Momma said if you don’t have anything nice to say, then zip it. Think twice about a PR agency that is quick to sling mud. We are sometimes asked to compare ourselves to our competitors, and we feel that staying focused on our strengths is the best course of action. Beware of firms that don’t hesitate to shift gears from what they can provide to what others can’t.

Looks like I might have really given you more than five things here, and I didn’t even answer the age-old question of does size matter? That, ladies and gentlemen, is a post all its own that I’ve previously penned called Big PR Agency vs. Small PR Agency. If you’ve ever hired an agency that proved to be the absolute best ever, what factors helped guide your decision?

 

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5 Clues You’re Ready to Hire A PR Agency

Dana PhelpsBlog, Hiring a PR Firm, Raleigh PR Agency, , 2 Comments on 5 Clues You’re Ready to Hire A PR Agency

This is the first post in a three-part series: 5 Clues that You Are Ready to Hire a PR Agency, 5 Criteria for Hiring a PR Agency and 5 ways to Maximize Your PR Agency Investment. Can I get a high five?

I thought for sure that this blog post had been written so many times that I could just make my point by linking to my favorite versions of it penned by other PR pros. However, there are more posts on how to select a PR agency (which I’ll do next, anyway). Since the new year has already given me the opportunity to answer the question, “Do you think we are ready for a PR firm?” several times, I want to start with some scenarios that might help a potential PR agency client determine if now is the time.

1. You need expertise beyond your internal team to reach your goals. You have a solid business plan with carefully identified goals for the year. You know where you want to go, but you need help getting there. This applies to new companies, as well as established brands. The internal team might be you, an executive team, the marketing department or maybe even an internal public relations staff. When you find yourself asking more than once the question of “how do we get there?” consider bringing in a PR agency team with the expertise to help you build and execute a strategic communications plan.

2. You need resources/manpower/creativity beyond your internal team. Really smart clients accept that there are only so many hours in a day. Do you find yourself feeling frustrated that you don’t have the time to execute the big ideas? A PR firm can help. Crossing over with point #1, an agency team typically provides people with different strengths, which is an asset to clients. One person might be a better writer while another is a better media pitcher and yet another is creative when it comes to social media. Speaking of being creative, this is another benefit of hiring an agency team since most are made-up of people from different ages and backgrounds — put them in a room together and let the brainstorming begin. Here’s an example of how Clairemont helped a client with a highly creative campaign.

3. You understand that PR is a marathon, not a sprint. If you find yourself thinking about hiring a PR agency during your annual planning, you might be ready. If you find yourself thinking about calling around town to find an agency to help you get something done later this month, you probably aren’t ready. Do you notice that the word relations is part of many things PR agencies do? Public relations. Media relations. Investor relations. Community relations. Analyst relations. Blogger relations. Relations = relationships. Yes, of course we already have established relationships. However, we need time to extend those relationships to include your brand as well as make new ones based on individual client needs. Research and planning are also essential. We recommend 12-month engagements that identify mutually agreeable goals.

4. You are ready to trust. I’ve been on the client side, and I know! I know that an agency search can be daunting and that engaging or re-engaging external resources can be stressful. Trust that you can find the right agency partner, and then trust that PR agency to do great work for you. You can ease your anxiety by doing everything you can to select the best PR firm for you and the needs of your organization. More on how to do that in my next post!

5. You have a PR budget. Like any professional service you might outsource, you need to have a designated communications budget prior to hiring a PR firm. It is understandable if you’ve never worked with an agency causing you to have no idea what it might cost. If you are going to hire an attorney or an accountant for the first time, how would you get a sense for the fees involved? I suspect you might ask a friend, colleague or someone else in your industry who has used those services. While there are a variety of factors that will influence an agency’s estimate, you are likely ready to hire a PR agency when you’ve done your homework enough to understand what a reasonable budget range is (and have approval to invest it on behalf of your organization) for what you’re hoping to accomplish. Your local PRSA chapter should also be able to help you understand the financial parameters of working with an agency.

Hopefully this helps you if you are on the fence between ready and not ready. If you still don’t know, give me a call. Even if we aren’t the right agency for you, I’m happy to answer your questions and make recommendations. My mobile number is 615-294-1886. For those of you who have hired agencies, how did you know you were ready?

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