Before contacting PR agencies, knowing which type of collaboration format you’re looking for is wise.
PR = Personal Relationships? (Scene from “Wag the Dog” with Robert De Niro and Dustin Hoffmann.)
There are typically three main formats for working with a PR agency:
Agency of record. In this arrangement, you designate a specific PR agency as your primary agency for all public relations needs that may arise. The agency of record manages all aspects of your PR strategy, including media relations, crisis management, and strategic communications. This is a long-term, comprehensive relationship that often includes a contractual agreement.
Retainer PR agency. You pay a monthly fee for chosen PR services with a retainer PR agency. This could include senior advisory, media outreach, content creation, social media management, and more. The work is usually outlined in an agreement where the retainer PR agency provides ongoing support and services for the duration of the agreement. This arrangement lets the agency become deeply familiar with your brand and objectives.
Single PR project. The PR agency will handle a specific project or campaign in a project-based arrangement. This could be a product launch, a rebranding initiative, a special event, or a crisis management situation. The agency works on the project for a defined period and is paid based on the agreement’s details. This is a good option if you have a specific, short-term need and want to bring in expert help.
Which format of collaboration is best for you?
One standard route is to hire a PR agency for a PR project. If everyone is happy, the PR agency is put on a primary retainer allowing ongoing PR services at a more beneficial fee structure. For any additional projects, they’re welcome to compete with their proposals. If everyone is happy with the primary retainer and most additional PR projects go to the agency anyway, the agency can be “promoted” to an agency of record. Being a “preferred partner” allows the PR agency to agree on a more beneficial fee structure.
II. The Benefits of a Public Relations Agency
There are many situations where hiring a PR agency is the only way to access certain powers. A few examples would include:
Get access to high-level competency you won’t (or can’t) hire. PR agencies are staffed with professionals with the expertise to handle complex PR tasks and strategies that might be beyond what the organisation could otherwise attract. 1A PR agency is typically a dynamic setting with varying high-level PR challenges and a mix of competitive talents. Organisations often cannot match such an environment to attract thrill-seeking PR … Continue reading
Get access to external thinking, experience, and advice. A PR agency brings an outside perspective to your business. They can provide fresh ideas, unbiased advice, and insights based on their experience with many other clients and industries.
Get access to personal networks with stakeholders, influencers, and publics. A PR agency with established relationships with media outlets, influencers, and key stakeholders. They can leverage these connections with the right people.
Get access to creative, out-of-the-box thinking. PR agencies often create creative and innovative strategies to get your brand noticed. They can help you stand out and significantly impact your PR efforts.
Get access to tried-and-tested processes and frameworks. PR agencies have processes and frameworks in place to manage PR campaigns effectively. They know what works and what doesn’t and can guide you through the process to ensure your campaign is successful.
III. Why a PR Agency is Your Secret Weapon
How can a PR agency be a secret weapon?
A PR professional doesn’t think the same way as most other white-collar is trying to steer the conversation towards products and services; the PR professional will instead create stories around topics that people care about.
PR is different. And in a wired world overloaded with a mindnumbing cacophony of marketing messages, different is good.
A PR agency can help an organisation break away from the noise and clutter of traditional marketing tactics and forge genuine connections with its audience. They do this by crafting compelling narratives that resonate on a human level rather than resorting to hard-sell tactics.
The PR approach not only makes an organisation more relatable and trustworthy in the eyes of its audience, but it also sets it apart from competitors. In a world where consumers increasingly seek authenticity and meaningful engagement, a PR agency can be a secret weapon.
IV. Key Services Provided by PR Agencies
PR agencies typically provide services following the stakeholder model:
For instance, one agency I worked at (Springtime PR) provided specialised services in corporate communications, internal communications, crisis communications, and public affairs (PA). Another agency I worked at (Spotlight PR) provided specialised services in media relations, industry PR (B2B), and marketing PR. Yet another agency I worked at (Whispr Group) provided specialised services for digital PR.
It would be easy to say that specialist agencies are always better at specific types of PR challenges, is that the difference between generalist PR agencies and specialist PR agencies is much smaller than between good and bad PR agencies.
I advise picking a good PR agency over a PR agency with a perfectly matched specialisation.
V. Red Flags When Hiring PR Agencies
Overview of the primary services provided by a PR agency, such as media relations, crisis communications, event management, and more.
Lack of clear communication. If the agency is unclear when communicating with you at the beginning of the relationship, it could indicate future problems.
No customised approach. If the agency offers a one-size-fits-all strategy without considering your specific needs and goals, it may not be the right fit.
Promising fast results. Be wary of agencies that promise immediate or unrealistic results. Good PR takes time and strategic planning.
Lack of relevant experience. If the agency doesn’t have experience in your industry or with similar projects, they may be unable to meet your needs effectively.
Weak case studies and references. If the agency can’t provide examples of their past work or references from satisfied clients, it’s a red flag.
High staff turnover. Frequent staff changes can indicate instability within the agency and disrupt the continuity of your PR efforts.
Too much jargon and fluff. If the agency comes across as trying to impress you with corporate cringe or platitudes, they’re probably compensating for something else.
Lack of transparency. If the agency isn’t open about their fees, methods, or who will work on your account, it’s a cause for concern.
No metrics or evaluation methods. If the agency doesn’t have a way to measure the success of its PR efforts, it’s hard to know if you’re getting a good return on your investment.
Performance-based pricing. PR agencies don’t control the media — nor should they. Independent entities (like politicians, influencers, journalists etc.) can be influenced. Still, their actionsandwork should never be charged for by a third-party vendor, as that would be an unethical business practice.
Junior team members keep quiet in meetings. At agencies with a functioning organisational culture, junior team members are eager to prove their worth to you — and they’re encouraged by senior colleagues to speak up.
Poor online reputation. If the agency has negative reviews or a poor online presence, it could indicate problems with their work or client relationships.
VI. Tips for Choosing the Right PR Agency
Accepting that you must make a few fundamental decisions is a good starting point. Depending on your specific PR challenge, you should start by deciding between these preferences:
Big vs small. Big PR agencies often have standardised practices, tried and tested processes, redundancies, and a wider variety of in-house competencies. Small PR agencies (sometimes called “boutique agencies”) often have more engagement, personal approaches, less bureaucracy, and lower prices.
Global vs local. Global PR agencies have the advantage of a worldwide network, resources, and understanding of international markets. They can provide a broad perspective and have the ability to execute campaigns across multiple countries. Local PR agencies, on the other hand, have a deep understanding of the local market, culture, and consumer behaviour. They can provide more personalised and localised strategies.
Strategic vs producing. Strategic PR agencies focus on providing high-level strategic advice and planning. They help businesses define communication goals, identify target audiences, and develop a comprehensive PR strategy. Producing PR agencies, on the other hand, focus more on the execution of the strategy. They create deliverables such as media coverage, press releases, social media posts, events, etc.
Generalist vs specialist. Generalist PR agencies (often called “one-stop shops”) offer a wide range of services under one roof, from PR and marketing to advertising and digital services. This can be convenient for businesses looking for a comprehensive solution. Specialist agencies, however, focus on a specific area of PR or a specific industry. They have deep expertise in their area of focus and can provide more specialised and tailored services.
Senior vs creative. Senior PR agencies are typically made up of experienced professionals who bring a wealth of knowledge, expertise, and industry connections. They can provide strategic counsel and have the ability to handle complex PR issues. Creative PR agencies, on the other hand, prioritise innovative and out-of-the-box thinking. They excel at creating unique, engaging content and campaigns that capture attention and drive engagement.
For instance, knowing beforehand that you’re specifically looking for a Big-Local-Strategic-Generalist-Senior PR agency will guide your decision (and help you ask the right questions!) when searching for the right fit for your organisation.
VII. Why Marketing Agencies Fail at PR
Perhaps your organisation is already working with a marketing agency? Perhaps they can do your PR, too.
I’ve met and interacted with thousands of marketers over the years, and one thing is abundantly clear: they don’t even know what PR is supposed to do. The most common marketing belief is that PR is synonymous with the idea that PR should generate publicity on the back of marketing campaigns.
But perhaps publicity for your marketing efforts is exactly what you’re looking for, anyway?
Unfortunately, for marketing agencies, you can’t use “marketing speak” with stakeholders, influencers, and publics. Not only do they hate it, they often take offence — publicly. And now you’re going from wanting better PR to getting worse PR overall.
Caution: Agencies of all sorts might tell you they’re great at everything — and that you don’t have to make any trade-offs. Err on caution, do your research, and ask follow-up questions. This is sound advice for dealing with any agency, of course.
Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via jerry@spinfactory.com.
A PR agency is typically a dynamic setting with varying high-level PR challenges and a mix of competitive talents. Organisations often cannot match such an environment to attract thrill-seeking PR minds.
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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“There’s no such thing as bad publicity.” The harder you attack someone publicly, the more you convince their fans of their existing belief, not yours.
