1- "Does your PR firm fit with my company?"
This first question requires you to think a bit about yourself and your company first. Perhaps you and your company aren't looking for a full blown PR campaign, but are looking to have a few press releases written up and distributed, then maybe the best bet is to work with someone freelance and instead of an agency. The PR firm you choose has to be able to fit in with your company and be able to fill your needs.
2- "What are your PR firm's qualifications?"
When looking for a PR firm it is always a good idea to get more information on their qualifications. Some firms specialize in specific industries, so if you feel like working with an industry-specific PR firm is important, seek these firms out.
3- "Can we get along?"
Before committing to working with a PR firm it is important to figure out whether you can work well with them. Ask to meet their team and get to know them better to get a feel for what it would be like to work with them.
4- "What are some of your greatest achievements as a PR firm?"
Ask a PR firm about some of their greatest achievements as a firm to see what kind of experience they have and how they have gotten to where they currently are. Greatest achievements will speak volumes about a firm.
5- "Can you provide references?"
You should be able to ask your prospective PR firms for some references and even case studies to get a better perspective on what a firm is capable of. If they are unable to provide some references you may want to consider working with a firm who has references to provide you with.
6- "Will your services fit within my budget?"
Budget is crucial whether your company is small or big. Budget woes should be addressed before you even begin looking for a PR firm to work with. Before starting to search for a PR firm address how much you have to spend and figure out what kinds of services PR firms have to offer that will stay within your budget. See what your PR firm options would suggest you do within your budget and consider how they would charge you (retainer fee, project fee, flat fee).
7- "How is success measured?"
No one wants to enter into PR blindly and not understand how success is tracked. Without tracking it wouldn't be clear which PR strategies and which PR tactics are working and which are not. Before beginning to work with a PR firm ask them how they measure success with their clients and how they would measure success for you if you were to become a client.
Before working with any PR firm make sure you have a complete list of questions to ask them to help make sure you choose the right firm. Have comments or questions? Leave them below or contact us.
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