People often forget that a public relations team is an investment in your business that can bring massive returns. Understandably, companies can be nervous and even leery about hiring a public relations team. However, if the team has experience in your particular industry and there is chemistry, then it can take things far. Public relations is an integral part of your marketing strategy whether you are using it or not. Remember that a PR firm is not a magic button, it will take a little time to see results. Before you get that far, there are some things that you need to consider.
Time Is Money
It’s a little cliché, but it is true. People sometimes say that hiring a PR firm is a waste of money and they may or may not have a valid reason to say so. However, if you choose not to hire a firm and try to handle things yourself consider the amount of time you will allocate to this project. Is that time which could be better spent in another area? Could you possibly lose an opportunity to make money because you are busy working on PR? Mull it over long and hard before you decide.
Consider your PR budget and decide how much money you are willing to allocate to PR. A good PR team with a successful campaign can generate a dramatic ROI meaning the more you put in, the more you may get back. However, it is best to err on the side of caution at least in the beginning. Sit down and device a PR budget and then talk to the PR team you are considering. See if they can work within your budget and ask what you can expect in return.
Decide up front how the success of the campaign will be measured. Have your goals for the company and what you hope to achieve through hiring a PR firm written down. Are you looking for a more established social media presence or more foot traffic in a brick and mortar store? Discuss how the PR agency will help your company achieve these goals while staying within your budget. Establish the amount of time it should take to start seeing results. Make sure that your goals and expectations are realistic. You want them to be attainable and duplicatable.
Find The Right Firm
As you are looking for just the right PR firm to help you with your business, consider the size of your business, the company’s goals, and your niche. A larger PR firm may promise faster results, but the may not be as cost-effective. A smaller firm may offer more personal attention, but does it have experience in your niche? These are critical factors that you must consider if you expect to be successful.
Consider The Economic And Digital Landscape
In the age of digital marketing and far left niches, it pays to consider digital experience. Find out how well versed the PR firm is on the digital platform. In the world of digital marketing, tiny blunders can have devastating effects on business. Can they adequately handle the social media platform and marketing across multiple platforms? How well informed are they about your target market? Make sure that the firm you hire knows the target audience otherwise they will not be able to reach them on any platform.
Hiring a PR firm is a big decision that you shouldn’t take lightly. Follow these five steps to find the right PR agency who can sustain a campaign and produce massive results. You will reap the benefits as your bottom line increases.