Checklist for Choosing a PR Agency or Consultant
Industry-related
1. What general business/industry experience do they have?
2. Do they have experience in your field? If so, how much and how recent is this?
3. Do they understand your business and how detailed is this? How much time can you spend educating them about it?
4. How well do they know your competitors?
5. Is there any conflict of interest? Different companies hold different views about this - what are you comfortable with?
Benchmarks
6. Overview of their track record
7. What are their greatest achievements?
8. Biggest client names they have worked for/had work approved by?
9. Recommendations from clients? Are they happy to let you talk freely to their existing clients?
10. Recommendations from journalists/editors?
11. Accreditation with industry bodies i.e. IPR & PRCA who have codes of conduct etc
12. Insurances - professional indemnity etc.
Public Relations related
13. Are they strategic thinkers?
a. Do they plan to chase any & every opportunity?
b. Will they target media coverage carefully & spend your investment in PR wisely?
14. Have they really listened?
15. Is their proposed solution tailor-made or off-the-shelf?
16. Do they have or can they call upon the manpower required for the programme they are recommending.
17. Will the person you see be handling your account/writing your work?
The Pitch & the People
18. Does their pitch hit the mark? Rarely does a pitch get fully implemented; it's like a showcase of the creativity they can bring to bear & feedback of how well they understand you and your brief.
19. Do you think you will enjoy working with these people?
20. You can request sample press releases & case studies to check their writing style?
21. Do their attitudes, beliefs & values match or complement those of your own organisation?
Proposed Services & Budget
22. Media Monitoring. Do they recommend measurement & analysis of their own work?
23. Which media monitoring companies do they recommend & why?
24. Features research database - ask for details
25. How do costs compare and what level of service will that include?
Make sure you compare like for like.
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