Choosing a PR Firm

Hiring a public relations agency can be one of the best things you can do to help you build and profit from your brand and your reputation. So where do you start to find the right firm for
your needs?

The most likely place is the Internet. It’s fast, comprehensive and a great place to look for key words and phrases that match your needs and corporate culture. Beyond the Internet, your peers and colleagues will be happy to share both good and bad experiences they may have had with particular agencies.

After you’ve created a short list of agencies that show the desired interest, capabilities and chemistry, it’s time to look more closely at: Structure; Achievements and Accomplishments; People, Processes and Procedures; and Agency Culture.

Structure.
How are the agencies configured? Are they independent and working for you or for a larger holding company? Are they nimble enough to turn on a dime or top heavy and sluggish? Can they fulfill your strategies in-house or do they use outside sources? If the do go outside, do they have strong relationships with the news wires, printers and other important vendors?

Achievements and Accomplishments.
Anyone can talk the talk. Check to see if the agencies you’re considering have walked the walk and have the results to show for it. Get the facts. Ask about awards, case studies and references.

People, Processes and Procedures.
Nearly every company will name their people as their most valuable resource. To find out how valuable they’ll be to you, read their bios and find out which clients they have worked with. How long have they been in the PR industry? Do they use one-size-fits-all boilerplate processes and procedures, or do they create individual solutions for each client? It’s your money. Choose people who will give you your best ROI in terms of speed, imagination and experience.

Culture.
When you look at your prospects, which ones most closely mirror your strengths and values? Who reflects your dedication to excellence and your passion for success? At Risdall McKinney, we love what we do and it shows. Passionate, professional, and able to get Results That Matter, we combine expertise and imagination to capitalize on the full potential of public relations.

To see how Risdall McKinney Public Relations can get Results that Matter to help you build your brand – and your reputation – call Rose McKinney at 651-286-6767.