Using a PR Agency

Are you and your franchise or business in need of some PR guidance?  Finding a public relations firm to rely on could take some solid research, but finding the right public relations firm is worth its weight in gold.  How do you find, and ultimately choose, the right public relations firm for your franchise or business?  Here are a few suggestions:

1- Determine your goals:  Before you start out looking for a public relations firm to work with, determine your goals.  What do you want the PR for your franchise or business to achieve?  You need to know where you are headed as a franchise or business so that when you speak with potential PR agencies you can accurately brief them on what you are looking to do.  An agency can better assess your situation and give you better service suggestions when they understand who you are, what you need and what you are looking to do.    

2- Consider your budget: As the head of your business or franchise you must consider your budget.  How much can you afford to spend on PR services?  Assess your money situation to figure out where PR services fit.  If you have a solid budget allowing for use of a public relations agency, then give it a shot.  If your purse strings are a little tight you may want to consider a freelance PR consultant.  A good PR consultant could provide you with adequate assistance without breaking the bank.  

3- Consider your industry: When you’re looking for a public relations firm or consultant, consider the industry that you and your franchise or business are in.  Try searching an online directory for PR firms or consultants that understand your industry and have previously done work for other companies in your industry.  If you do not intend on using a directory, then ask around for recommendations.

4- Location: You may be tempted by the credentials of an agency in a different state then your franchise or business, but try to stick with something local.  Why?  You will probably need to meet regularly with the firm you choose and constant travel probably isn’t in your schedule or company's best interests.

5- Package offerings: When you’re in the preliminary stages of picking a PR firm to work with you will start by seeing what packages a firm suggests.  Be wary of firms that attempt to give you a “standard package.”  If the package sounds like it works for your franchise or business, then perhaps its okay, but really examine what “standard” means.  It’s vital that your franchise or business is receiving proper care, so see if the prospective public relations firm offers you a tailor-made package.

Looking for more tips on picking a PR agency?  Comment below or contact us.