1) Industry expertise

Similarly to marketing, the PR work done for an organisation that operates business-to-business (B2B) would have different aspects from PR activities conducted in the realm of business-to-consumer (B2C) as they ultimately target different markets.

Furthermore, every industry has its own nuances and challenges, which is why PR firms often focus on specific niches. As PR practitioners, one of our most crucial tasks is to undertake research and build knowledge of the client’s product or service and general industry news and trends, so working with a practitioner who possesses an in-depth understanding of the market is more time—and budget-efficient.

Knowledge aside, PR is also centred around relationships. PR firms and practitioners who operate in specific areas of expertise are more likely to have already established relationships with key industry people, including journalists or influencers, that could work in your favour.

2) Goals and objectives

When you enter ‘PR agency’ in the search engine, thousands of results appear. You sift through a multitude of results displaying PR agencies that operate in the same industry and wonder, “Which PR agency is best suited for my organisation?’

The next vital step is to identify your business goals and objectives. Are you currently in a period where you need to attract more investors? Are you a CEO who wants to raise your profile and demonstrate your expertise in the field? Maybe your organisation has a looming brand image crisis that needs to be managed.

As the PR practice is very broad and encompasses an extensive range of disciplines, it is important to pick an agency that offers specific services relevant to your organisational goals and objectives. For example, Curzon PR offers specialised leadership profiling services to attract the right investors to help you grow your business, which is a service that might not necessarily be present in every other PR firm.

3) Reputation and track record

Once you have identified the PR firms that operate in your realm and offer the right services for your goals and objectives, examining the agency’s reputation and track record would be a great measure of due diligence.

To do so, you might want to look into their client portfolio and client testimonials, which are often readily available on their websites. Does the agency adequately demonstrate a client portfolio of those who operate in a similar industry or area as you? Were their clients happy with their services? Pay attention to what stands out in these testimonials, as it speaks volumes about the PR firm’s credibility, competence, and strength.

PR agencies should also be able to demonstrate a few specific case studies that provide an overview of their work and results for their clients. Strong case studies are a solid indicator that the agency and its team of experts are capable of delivering your desired results.

4) Budget and ROI

While cost should not be the sole determining factor, it is important to consider your budget and the expected return on investment. The cost of PR projects varies greatly and could cost upwards of £3o,000.

Of course, you still have to be realistic, as the price you are quoted often depends on a multitude of factors, such as the PR firm’s geographic location, whether you require a specialist, the services you need, and more. To learn more about PR agencies and their pricing, read our previous blog: How much does PR cost?

Moreover, feel free to inquire how an agency measures its success and ROI. A reputable PR agency will be able to provide you with analytics and tools to demonstrate the impact of their efforts on your organisational objectives.

5) Cultural Fit

Last but not least, consider the cultural fit between your organisation and the PR agency. Examine a PR agency’s ‘About Us’ page to look for those whose values, work ethic, and communication style align with you and your organisation.

This is because a PR agency’s relationship with its clients is similar to that of a partnership, and thus, the agency’s culture will ultimately translate into the dynamics between you and the agency’s team. A strong cultural fit fosters trust, collaboration, and, ultimately, long-term success.

In short, choosing a PR agency is a crucial decision that can significantly impact your brand’s reputation and success, so it is important to consider factors such as industry expertise, goals and objectives alignment, reputation, budget, and cultural fit.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]