What to Expect When Starting to Work with a PR Firm
So you’re thinking of working with a PR firm.
Whether you’ve worked with a PR firm before, or it’s the first time, it can be a big decision. How much is it going to cost? How much time is it going to take to manage? How to choose between firms? Why are we doing this?
Here are a handful of things to consider if you’re looking to work with a PR firm.
Set a Budget
It’s not quite like Jerry Maguire’s escalating “Show me the money!” but looking inward to determine what your team can allocate is a good first step. Many PR firms will take on clients for short-term projects or long-term retainers. Take a look at your needs and crunch some numbers.
Introduce Yourself
Pick up the phone or drop an email to introduce yourself and your needs. Most PR firms will be up front whether they can assist with the project or not. If so, they’ll likely want to set up a meeting to learn more and determine whether they can help. Typically, they won’t charge for their time. This meeting often leads to an engagement. If there’s not a connection, or the PR firm can’t help, it may recommend other firms that may be able to help.
Establish Clear Objectives
While the initial call provides a nice introduction, we use what we call a discovery process to learn more about what a new client needs. You may have a well-defined scope of needs, or you may need assistance establishing a scope of work. Either way, a shared understanding of goals and what defines success are essential. A collaborative approach at the beginning not only helps formalize the relationship, but it also increases the chances for success.
Team Dynamics
On your end, you will need to determine someone to be the point of contact. The PR firm likely will have an account team dedicated to your team. The account manager serves as the primary point of contact and may be supported by colleagues ranging from junior associates to seasoned vice presidents. When you hire a PR firm, you’re tapping into the entire firm’s talents and relationships to fulfill the scope of work. The team will set a schedule for client meetings to provide updates and ensure communication continues.
Track Success
Sometimes, this can be challenging. But this is where all the things discussed above come into play: clear goals and objectives; collaboration; defining success. Your PR firm will work with you to establish metrics and report results. Feedback – both positive and negative – is very important as the ongoing communication allows for course corrections, new strategies and recommendations.
Getting started with a PR firm can present some challenges. But with strong firms, you’ll feel like they are an extension of you or your team, working hand in hand to solve your problems and answer your needs.
Sean Ryan
A former print journalist, Sean joined The Hodges Partnership in 2003 and leads Hodges’ media relations team. He manages media relations strategy and helps place client subject matter experts on CNN, Fox News, MSNBC and more. Sean regularly helps place op-eds in top-tier papers like the New York Times, Washington Post and USA Today.
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