At one of my PR seminars a while ago, I asked how many people had used or were using a PR agency. Half the audience put their hand up.
When I asked them to keep their hand up if they were satisfied with the results, I wasn’t surprised when most people lowered them again.
Some PR agencies are their own worst enemies. They fail to set clear expectations for their clients, they don’t keep them fully up-to-date with developments or provide regular written reports on actions and outcomes.
There is a perception that buying PR is a risk, but it doesn’t have to be that way, if you pick the right agency. Here are five signs that you might be better advised to find a new PR agency.
1 It’s staffed by PR ‘luvvies’ rather than former journalists. I may be a PR person now, but I was a journalist for 13 years. I get really annoyed when I meet PRs who don’t understand what it’s really like to run a business or what stories appeal to journalists. Effective PRs are results driven, they’re focused people. They understand what your business needs to achieve and what role they need play to aid your success. That’s why I prefer PRs who are former journalists. They understand what journalists really want and cut through the waffle that PR luvvies frequently add in.
2 It charges lots of expensive add-ons. If you ask for something unusual that costs your agency money, then fair enough, but doing day-to-day PR for your business shouldn’t create exceptional costs, certainly not without prior agreement. Basics such as media monitoring should be included in a pre-agreed fixed fee, not charged for as expensive extras.
3 It doesn’t understand there must a direct link between your PR and revenue – or how to put it in place: The most effective PR is direct response PR. That’s where you have a system to turn media attention into leads and those leads into sales. Without a system like this, you’re wasting your time. Most PR agencies claim there’s no direct link between PR and revenue. They’re so wrong it hurts.
4 It claims it’s all about contacts and press releases. Total nonsense. You don’t necessarily need a book full of media contacts or expertly crafted press releases to get coverage. Often you just need a good story and some basic knowledge about how best to bring it to the attention of the right editor.
5 It’s stuck in the past. I interviewed a potential employee recently who said the PR agency at which he worked focused only on getting clients into the newspapers. Still a powerful way for many businesses to get good publicity, agreed, but if you’re going to do direct response PR, you must also secure online coverage. In the modern world, for many businesses, it’s crucial. Many PR agencies talk about online PR, but don’t really understand what it is or how to do it effectively.
Paul Green, Publicity Heaven