Strategically choose the right PR firm

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 07, 2021, 8:41 AM UTC

With lockdowns easing and markets and businesses opening back up, companies are starting to invest in their future, including hiring a new PR firm.

Before choosing a PR partner, companies should evaluate the PR agency’s knowledge about the brand and its industry and the related business ecosystem. An ideal candidate agency would be one that’s focused and passionate about the brand’s desires with low employee turnover.

Businesses should also find out whether the agency has regular contact with their target audience. To improve the chances of media coverage, companies should hire a PR firm that’s in regular contact with relevant reporters and knows their interests in a story or pitch.

Use references to validate an agency’s claims and consult peers to determine set the right budget. Look for agencies with former journalists in its team to reach audiences more naturally.

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