Both marketing and public relations can play a critical role in the failure or success of a start-up. In the past, most new start-ups used to handle their own PR, but today PR has become an art and can be quite time-consuming. With competition tough in most market segments and companies implementing innovative strategies to set themselves apart, PR can be challenging.
The best way to get around this problem is to hire a professional public relations agency.
The first thing to understand is that PR is much more than speaking to someone on the phone or running an ad campaign on Facebook. It requires time and dedication, and more importantly, it requires careful analysis as to whether the investment being made into different PR activities is actually providing any results. They will also offer more options when it comes to increasing visibility and improving your media presence.
But the question is: How do you select the right one for your company?
Here are five tips on finding the right PR agencies for your start-up:
1. Know Your Budget Beforehand
There are all types of PR agencies available: big and established ones; smaller, more affordable ones; and freelancers. The selection you make will be dependent on your budget. If you have the funds, you should go for a reputable and well-established PR agency but if you do not have a big budget, you could with a smaller agency. Whichever type you select, the important thing is to see if they give you results.
2. Ask for Recommendations
To get the best PR agency, speak to people within the industry and find out who they use for their promotional needs. It is also a good idea to check reviews online and conduct basic research on the available options. Keep in mind that not everyone excels at PR. Word-of-mouth recommendations can be quite effective in finding the right PR agency for your start-up.
3. Is It a Good Fit?
No matter which PR agency you chose, both companies have to be a good fit. You can determine this by reviewing the past the past success of the agency and evaluating their plan for your start-up.
4. Formalize Everything in Writing
Before you hand over any advance payments to the PR agency, make sure you get everything in writing and sign a contract. You should state in the contract what you expect, within which time frame, and any other expectations or requirements you have from the PR agency. If possible, get the contract looked over by a lawyer.
5. Regularly Interact with Staffers
Even if you hire the best agency for your PR, a lot remains to be done. Do not expect results if you never communicate with the PR agency. Let the agency know about your service, product, and other related information. The more they know about you and your company, the better they can do their job. Assess how the agency responds to your communication. If they are not effective communicators, they might not be the right agency for you.
In the end, be polite and courteous when they the PR agency does a good job: Appreciate them if they provide you results and measure the impact of promises made by the agency and determine how it would affect your company’s performance in the long-run. You must never fall into the hands of sweet-talkers as that is a common problem in PR.
Just like they can create an image for your company that may not necessarily be true, they can sell themselves to you by making performance claims that never materialize. Be smart. Be sharp. Hire a PR agency that enjoys a good reputation and has the necessary skill and experience within your industry.
