How to get the best results when working with a Public Relations agency

It's not uncommon for business owners to hire a public relations agency or consultant and, after some time, feel disillusioned with the entire PR process. As the founder and CEO of a PR firm, I've observed that this disappointment often stems from unrealistic expectations. Some entrepreneurs believe PR should directly boost sales, while others expect immediate features in major magazines.

In reality, PR can greatly benefit a business when used strategically. PR can position a startup founder as an expert, increasing the likelihood of securing funding. It can also build brand awareness and reputation, attracting potential partners and employees, ultimately facilitating growth. Additionally, PR can positively influence sales, although its impact may not always be as quantifiable as digital marketing.

Here are five tips for achieving the best results when working with a PR agency:

Select the Right Agency:

Not all PR agencies are the same, so it's crucial to find one that aligns with your business. Consider whether the agency has expertise in your industry. For instance, a clothing brand should seek an agency with experience in lifestyle media and fashion magazines. Look for specific skills in the PR team, including people skills, creativity, leadership, a willingness to learn, and clear communication abilities.

Define Your Objectives:

Start your collaboration with a PR agency by setting clear key performance indicators. Be honest about what you aim to achieve with PR, who your target audience is, and how you'll measure success. Collaborate with your PR firm to set realistic goals and expectations to avoid future disappointments.

Foster a Partnership:

The relationship between a business and a PR agency thrives when both parties view it as a partnership. Invest time and effort into this collaboration, trust your PR partner, and respect their expertise. Remember that their success is intertwined with yours.

Provide Comprehensive Information:

Offer your PR agency as much information about your company as possible. Deep understanding is essential for them to develop effective strategies. Transparency, even about weaknesses, is crucial. Working in the dark can lead to errors that could have significant consequences.

Be Responsive:

Effective PR often requires timely responses. Be prepared to answer emails, texts, and messages from your PR team promptly. Journalists often work on tight deadlines, and your quick response could be the key to securing media coverage. Ensure that key spokespersons in your company are introduced to the PR team and understand the importance of being responsive.

PR plays a vital role in building a reputation for your brand, products, company, team, and yourself. While it may not yield instant miracles, you can achieve remarkable results by working effectively and wisely with your PR agency.