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Public Relations
– Critical Success Factors
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, which understands your sector. Look
for good contacts in your key target press and evidence
of achieving coverage in this 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
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.
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