If you are looking to appoint a PR agency to boost your brand, it is useful to have key criteria in mind. These can include the agency’s credibility, network, creativity, expertise, process, team and costs.
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Here are a few top questions you might want to consider.
Check if the agency has worked for similar clients
Awards received in previous years, if any
Important accreditations both for the agency and its team members are the CIPR and the PRCA
What is their reputation? This would need to be checked in advance given recent scandals in the PR industry
Are they independent or do they belong to a network of agencies?
Independent agencies tend to be more flexible and creative (less corporate constraints).
Larger agencies have stronger networks - also internationally - and can deploy larger teams if and when needed.
How junior / senior are the team members they are proposing to work with you?
How much of the senior people expertise will you receive?
How frequent is the interaction with the PR team? Will they be happy to schedule weekly calls / meetings?
Are they easy to meet in person?
Are the team members approachable? Are senior members approachable and available when needed?
What is their line management process? Do they work mainly with the PR function or are they used to work with Marketing as well? Are they marketing-literate? (i.e. when we talk about PPC, lead generation, funnel, domain authority…)
Are fees based on an average of hours spent or deliverables, or a combination of both?
How will they invoice (monthly, weekly, end of project)?