From NSide Austin Magazine:
Here are 10 questions you should ask
When you’re shopping for a car, more than likely, you’re going to ask a lot of questions and work with the salesperson, but also take a look at reviews, talk to your friends and so on.
When it comes time to hire a public relations partner to assist in building your business, the process isn’t much different from car shopping. With a few simple questions, shopping for a PR firm can offer less hassle and pain than buying that new car.
First, you’ll want to do your homework about the type of agency you want to work with to narrow down the pack. Perhaps you’re interested in working with a firm that has multiple offices? Or maybe a smaller firm is more appealing?
If you’re not sure, I encourage you to find a wide range of firms to interview because at the end of the day, it’s all about knowledge and chemistry.
Not sure where to start? Ask your network for referrals. Reach out to the local chapter of the Public Relations Society of America (PRSA). Do an Internet search for keywords related to your industry and PR (“Chicago PR food CPG,” for example).
Once you have narrowed down your list (I recommend three to five firms), it’s time to interview them. Much like a prospective employee interview, you want to do your homework and ask spot-on questions. Here are some suggestions:
1. “Does your firm specialize in any particular areas or industries?”
PR firms typically have expertise in several different areas. Examples include health care, hi-tech, crisis communications, consumer packaged goods and social media. While a specialist isn’t necessarily a must, I recommend finding a firm (or team members) with relevant experience in your industry or field. It makes the learning curve smaller and the work more efficient.
2. “Who will be working on my account?”
Many times, the team that pitches for your business is not the team you’ll be working with day-to-day. It’s important to talk with your day-to-day contacts in advance of inking a contract with the firm to ensure there is chemistry, as well as a thorough understanding of both your business and your goals.
3. “What are your firm’s past successes?”
Most PR firms can write and pitch … but how do they go about the process? In today’s day and age, a PR firm should NOT be mass distributing news. Pitches should be personalized to the reporter’s writing style and needs. What are some of their best case studies? And do they have case studies in your industry?
4. “How often will we communicate?”
Many times, a PR team will get lost in the work and won’t update you on a regular basis. At times, you won’t hear a peep until the invoice comes through. Find out from the firm how they plan to keep you updated on account progress. It’s not unreasonable to expect to hear from your firm at least once a week in addition to that monthly invoice.
5. “What is included in a typical contract?”
Many firms require a contract (we certainly do), but it is important to review the contract with your own legal team to make sure all parties agree to the terms. Are you locked into a contract? Always have an exit strategy. Be aware of how the firm will be compensated, and make sure you have the last word on any out-of-pocket dollars spent by the firm.
6. “How much do I need to spend to achieve my goals?”
In PR, the number of hours we have to work with usually correlates with the goals we’re able to reach. I recommend a retainer agreement to my clients (a specific number of hours used each month) in order to manage expectations and budgets.
7. “What will I get in return for my investment?”
No reputable PR firm will guarantee results. That just doesn’t happen. Unfortunately, there are no guarantees in PR. But you can ask to see placement reports for other clients to get a feel for the firm’s track record, and you can set goals for types of placements, number of placements, etc. If you’re doing that weekly check-in with your firm that I mentioned earlier, you’ll have your fingers on the pulse of what’s happening.
8. “Who else is on the client roster?”
Take a look at the other companies that work with this firm. Are they reputable? Talk with those companies about their experiences with the firm, and ask them some of the questions on this list. Talk with them about how their account is managed, and ask if they feel like they’re getting a good return on their investment.
9. “Who are your references?”
It is important not only to talk with a client or two, but also to try to talk with a few media contacts they’ve worked with, as well. Since this firm will be representing your company, you want to make sure it has a good reputation with journalists. Look at employees, too. If there is a high turnover at the firm, chances are your account will get passed from person to person with no consistency and a high learning curve.
10. “Who are some of your past clients?”
Find out with whom the firm has worked in the past and why they’re no longer working together. Firms and clients change hands quite often, so don’t consider that a red flag. However, the story behind the departure may bring light to potential issues.
The bottom line is: When searching for a PR partner, make sure that firm is the right fit for your team, your business and your goals. By doing a little homework upfront, you’ll be able to find a perfect partner that can not only service your account, but also help you build awareness through media outreach, social media, event planning, etc.
Jenna Oltersdorf is a principal with Snackbox. Before the age of 30, she launched Snackbox with her husband, Eric. Together, they run a firm that spans multiple states and specializes in food, consumer packaged goods, travel and tourism. To learn more, visit
www.snackbox.us or join the conversation on Twitter (@JennaSnacks).
