Choosing a PR agency can be a difficult task. Over the years we have identified some critical success factors, which can make or break your PR campaign:
Pick an agency that understands your sector. Look for good contacts in your key target press and for evidence of achieving coverage in relevant media.
Does the agency have ex-journalists on staff? Having an intimate knowledge of how news organisations work and how to write useable copy is invaluable in achieving coverage.
Has the agency invested in the latest media targeting and feature tracking technology? Making sure your press information is sent to the right person is vital as is having up-to-date details of feature opportunities.
Can the agency provide a written plan of action detailing deliverables and outputs over the campaign period?
Is the agency honest and transparent about expectations of press coverage or do they over promise and under deliver?
Does the agency expect you to do all the writing? A good agency will do the majority of the work for you and know your sector well enough to keep the learning curve to the minimum.