The Public Relations Agency: Your Secret Weapon

Are you considering hiring a public relations agency?

Collaborating with a great PR agency could be your secret weapon.

Having worked at (and with!) many different types of PR agencies, let me give you the basic rundown on how to get it right.

Here we go:

Quicklinks

I. How To Work With PR Agencies
II. The Benefits of a Public Relations Agency
III. Why a PR Agency is Your Secret Weapon
IV. Key Services Provided by PR Agencies
V. Red Flags When Hiring PR Agencies
VI. Tips for Choosing the Right PR Agency
VII. Why Marketing Agencies Fail at PR
PR Resource: A Glass of Many Truths

I. How To Work With PR Agencies

Before contacting PR agencies, knowing which type of collaboration format you’re looking for is wise.

Work With PR Agencies - Wag the Dog - Robert De Niro - Dustin Hoffmann. — 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?

Tounge in cheek, PR professionals often say, “Advertising is the tax you pay for not being remarkable.”

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:

The Stakeholder Model - Doctor Spin - The PR Blog — The stakeholder model in public relations.

Stakeholders in Public Relations

In PR, we often discuss stakeholders. And our PR specialisations are named based on which stakeholders we’re responsible for managing.

“In a corporation, a stakeholder is a member of ‘groups without whose support the organisation would cease to exist’, as defined in the first usage of the word in a 1963 internal memorandum at the Stanford Research Institute. The theory was later developed and championed by R. Edward Freeman in the 1980s. Since then it has gained wide acceptance in business practice and in theorising relating to strategic management, corporate governance, business purpose and corporate social responsibility (CSR).”
Source: Wikipedia ²Stakeholder (corporate). (2023, October 27). In Wikipedia. https://en.wikipedia.org/wiki/Stakeholder_(corporate)

This is the stakeholder model in PR:

Corporate Communications = External and internal publics, business journalists, regulatory institutions, partners, suppliers, vendors etc.
Investor Relations (IR) = Shareholders, financial markets, market analysts, financial institutions, trade journalists etc.
Media Relations = Journalists, editors, influencers etc.
Digital PR = Inbound web traffic, brand communities, subscribers, fans, followers, influencers, social networks etc.
Public Affairs (PA) = Voters, political journalists, political analysts, columnists, interest groups etc.
Lobbying = Politicians, legislators, government officials, committees influencers etc.
Internal Communications = Coworkers, potential recruits etc.
Crisis Communications = Crisis victims, worried publics, the general public, coworkers, journalists, influencers, customers, shareholders etc.
Marketing PR = Potential customers, existing customers, trade journalists, members, affiliates etc.
Industry PR (B2B) = B2B clients, B2B prospects, trade journalists, trade organisations, niche influencers etc.

Developing and maintaining relationships with various stakeholders is a significant challenge for PR professionals since their information needs are typically very different. ³A widespread misconception is that the PR function only deals with journalists (Media Relations) and product promotion (Marketing PR). However, such work represents only a tiny fraction of all the … Continue reading

“Public relations distinguishes itself from marketing by focusing on the stakeholder-organization relationship, which comprises mutual orientation around a common interest point and a multiplicity of stakes.”
Source: Public Relations Review ⁴Smith, B. (2012). Public relations identity and the stakeholder – organization relationship: A revised theoretical position for public relations scholarship. Public Relations Review, 38, 838 – 845. … Continue reading

Stakeholders in Public Relations - Doctor Spin - The PR Blog — Different stakeholder needs in public relations.

Learn more: Stakeholders in Public Relations

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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, but 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 actions and work 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.

PR Resource: A Glass of Many Truths

A half full and half empty glass of water. — A glass filled with truth.

A Glass of Many Truths

Let’s say that there’s a glass of water standing on a table in front of you — and there’s water in it. The glass holds 100 ml of water but could store 200 ml if filled up.

I could say that the glass is half full. That’s true.

I could also say that the glass is half empty. Still true.

Both statements are equally valid, of course, but the choice of words will influence our stereotypical thinking about the state of the glass and its content.

The second statement emphasises emptiness (the glass needs a refill), and the first statement is fullness (the glass needs no refill).

Now, let’s get even more creative:

The glass is full. True, yes?

Technically, this statement is true as well:

50% of the glass contains water; the other 50% is split between roughly 78% nitrogen, 21% oxygen, argon, carbon dioxide, and small amounts of other gasses.

How about this:

The glass is not half full, nor is it half empty. Also true.

An equal split between water and gasses implies an exact division of protons, neutrons, and electrons. But Heisenberg’s uncertainty principle says no.

Such accuracy might not matter to you or me, but for a physicist, these precise versions of the truth might make all the difference.

So, what does a glass of water have to do with PR?

In a democracy, competing interests will put forward the truths that best serve their purposes. If you care about your interests, you should spin for the win, too.

Learn more: Does Spin Suck?