Increasingly, public relations professionals have integrated their expertise and agencies with marketers. Both professions share similar goals of building your brand and engaging audiences to boost your reputation and sales. Their complementary skills allow them to collaborate — trading news releases in traditional newspapers for educational and enriching online content and getting it viewed by niche publications’ audiences. Together, PR and marketing professionals work to establish your business as an industry authority.
Today’s audiences value authenticity over blatant promotions and are inundated with more content than they can ever possibly read. It falls to cutting-edge PR and marketing agencies to convince consumers that your content is worth consuming. Choosing a suitable PR and marketing agency for your business can be daunting. Here are some steps that can help you narrow your search.
Decide on Your Business Goals
Solid public relations and marketing strategies begin with setting goals. A well-planned strategy is essential to the success of any campaign and leads to calculated execution. Determining what your business is trying to achieve — attention for a specific product or service, thought leadership, or brand awareness — will go a long way in helping you find a firm with the right expertise to help you reach your goals.
Determine Your Budget
You must make a clear and firm determination of your budget. You’ll need to include the cost for a base retainer, expenses — with a buffer — incidentals, and possible overages. Clear communication regarding the required authorization of any elements that exceed your budget and a well-defined path, agreed upon in advance, will help create a satisfying working relationship.
Decide on Size of the Firm
PR and marketing firms come in many forms and sizes, so deciding which is best for you can be tricky. Large firms can offer extensive relationship networks and global reach. In contrast, a smaller, boutique PR and marketing agency can provide a closer relationship with their clients, local expertise, closely-knit teams, and the ability to focus on niche industries. The budget you’ve determined will significantly influence this decision.
Look for Chemistry
Having chemistry with the team you’re hiring is key to a productive working relationship. Consider the team you’ll be hiring as an extension of your internal team as you will likely be working very closely together on a regular basis.
Be Excited by at Least One of Their Ideas
In the pitch meeting, if the PR and marketing firm has prepared and done their due diligence, they should present a variety of different campaign ideas, with at least one that excites you. At the very least, they should have a good grasp of your brand’s voice and tone, and at least one idea should be out-of-the-box.
Research Past Clients
One way to determine if a marketing and PR agency is right for your business is to research some of the work they’ve done with other clients. You can often access this information from the agency’s website, but hearing first-hand can be an excellent way to learn more about any quirks or issues that could be red flags. Finding online reviews from outside sources can also be very helpful.
To help you make this crucial business decision, contact the leading PR and marketing agency in Las Vegas, GYC Vegas. They specialize in strategic PR, marketing, branding, community relations, special events, and more.