PR is a multi-faceted and ever evolving discipline, encompassing numerous tactics, but most commonly working to increase brand awareness, credibility, engagement, ultimately supporting the sales journey. There are hundreds of PR agencies in the UK, and probably thousands of PR experts, so it’s worth spending time doing your research to find the best fit for you and your business needs.
Do your research
This might sound like an obvious tip but I can’t tell you how many times I speak to business owners who have been burnt by hiring the wrong PR representation. Be sure to check out their website, LinkedIn, ask to see client testimonials (or even ask to speak with their clients), press them on who their closest media contacts are, and ask to see recent coverage they have secured (it is little use for you if you are launching a luxury travel brand and someone only has experience landing coverage in FMCG or tech press!). Set up a few meetings, ideally face to face or via video calls, to get a feel for the person/team as chemistry is very important – they are going to be an integral extension of your team.
Avoid Jack of all trades, Master of none
You will find that some experts are specialists in a few of the disciplines, whilst others will say they are generalists and can meet your every need. My advice is to be wary of the experts that say they can do everything themselves! It is impossible to be an expert at everything; social media, copywriting, media relations, crisis management, events, sponsorship, advertising and SEO – unless you have a substantial monthly budget and can hire an agency that has access to these skillsets, it will be more valuable to focus on one or two areas you would like support on. If the expert is established and experienced in the market then they will be able to make recommendations for other experts with complimentary skills that you can hire as and when you need. For example, I am an expert in brand strategy, brand partnerships, media relations and event management, and I have a black book of experts I recommend to clients covering other aspects and it works really well.
Discuss desired ways of working
Consider the working relationship and structure you desire with your chosen PR. Are you thinking of hiring a PR agency or a PR expert? Consider the thinking behind why you are keen on these options and break it down. I have lost count of the number of times clients have come to me having tried working with an agency to find out that the senior people they met, and pitched for the business, have disappeared since getting the account and they have been left with junior members of staff. You should find an expert that demonstrates strategic thinking and will challenge you, share their opinions and be vocal. Clients hire me because they work directly with me and they know they can leverage my 15+ years of industry experience and contacts. They know I have worked on big global brands, as well as ambitious start-ups, so I know how to get impactful results.
Another frustration I hear is on the Account Management side of things. Agencies have a tendency to take a cookie cutter approach to clients; you will notice this with most pitch documents and PR strategies. More often than not, you can strip back a lot of the account management side of things and just focus the time on your PR getting the best results – an example of this is a client whose previous PR was sending huge email updates about who they were pitching the story to and that email alone must have taken hours to draft, and constantly add to, and the client didn’t care – they would have preferred the PR to just to get an update when coverage was confirmed.
Be clear on your objectives
Be clear on your business objectives, but also specific PR KPIs, and have a frank conversation with your PR about these and what success looks like. The expert should talk you through the whole process so you feel comfortable and knowledgeable. Build a list of questions – some for you to answer and some for your expert:
“What do I want to accomplish by working with a PR expert / agency”
“What is the yearly marketing budget and the PR portion (fee and activation)?”
“How can PR help my company?”
“Is now the right time for us to engage with media and tell the world about the brand”?
“How will we measure the success of a PR campaign? What can I expect to see?”
“How long before we can expect to see print coverage”?
“How can we leverage online features for the website and social media?”
A brand approached me recently and said they felt let down by their PR as they were featured in a handful of titles that they had never heard of and did not see any traction for this. My advice here is to always agree a target list of media with your PR – you want to avoid time being wasted on low hanging fruit. Quality is everything!
Timing is everything
Ensure your brand really is ready for PR and that all your consumer facing materials are in their best shape. When re/launching a brand, and even for most PR campaigns, you get one chance to make a first/good impression, so timing is everything. Good PRs won’t just take your money and tell you to get started if you are not ready. Get your website and marketing channels ready for the attention you are about to receive!
I hope these tips were helpful and please do let me know if you have any questions. Be sure to carefully consider the type of hire you want to make. Independent consultations, like myself, are usually experienced practitioners who have worked in agencies previously, who bring a premium and personal service to clients. Unlike most agencies, they tend to think carefully about which clients to take on, as they don’t have to meet their shareholder’s growth targets. They want clients with whom they are going to have a good relationship.
