In today‘s fast-paced, hyper-connected business environment, managing your company‘s reputation is more critical than ever. A strategic public relations (PR) program can help you build credibility, generate positive media coverage, navigate crises, and ultimately drive bottom-line results. But with so many agencies out there, how do you choose the right partner?
As we head into 2024, the PR industry is undergoing rapid transformation, driven by new technologies, changing media consumption habits, and rising consumer expectations. To help you cut through the noise and make an informed decision, we‘ve put together the ultimate guide to hiring a PR agency. Whether you‘re a startup getting ready to launch or an established brand looking to up your communications game, read on for expert tips and insights.
The Business Case for PR
Before diving into the agency selection process, let‘s take a step back and consider why PR matters. In today‘s reputation economy, what people think and say about your brand can have a profound impact on your success. Consider these statistics:
- 63% of a company‘s market value is attributed to its reputation (World Economic Forum)
- 92% of consumers trust earned media over traditional advertising (Nielsen)
- Companies with strong reputations outperform the overall market by 2.5x (Reputation Institute)
A well-executed PR program can help you:
- Build trust and credibility with key stakeholders
- Generate positive media coverage and word-of-mouth
- Differentiate your brand in a crowded market
- Attract and retain top talent
- Mitigate risk and navigate crises
- Drive sales and revenue growth
In short, investing in PR is not a nice-to-have—it‘s a business imperative. And partnering with the right agency can help you maximize the impact of your efforts.
The Evolving Scope of PR
Traditionally, PR focused primarily on media relations—pitching stories and securing earned media placements to shape public perception. While this remains important, the scope of PR has expanded significantly in the digital age. Today‘s agencies offer a suite of integrated services across paid, earned, shared and owned channels.
| PR Service | Description |
|---|---|
| Media Relations | Developing relationships with journalists and securing earned media coverage |
| Content Marketing | Creating and distributing relevant, valuable content to attract and retain customers |
| Social Media | Managing brand presence and engaging with audiences across social platforms |
| Influencer Engagement | Partnering with influencers to reach new audiences and build credibility |
| Crisis Communications | Preparing for and responding to negative events to protect brand reputation |
| Public Affairs | Shaping public policy outcomes that impact the business |
| Employee Communications | Engaging and aligning internal stakeholders around company goals and values |
The most effective PR programs take a holistic, data-driven approach—leveraging insights from multiple touchpoints to tell a cohesive brand story. As you evaluate agencies, look for a partner with deep expertise across the PESO spectrum.
Capabilities to Look for in a PR Agency
Given the expanding role of PR, it‘s important to choose an agency with a diverse skill set. Here are some core capabilities to prioritize:
Media Relations Mastery
While the media landscape has fragmented, earning coverage in respected outlets is still a powerful way to build credibility. Look for an agency with:
- Deep relationships with journalists, editors and producers in your industry
- A track record of securing high-impact placements that drive business results
- Creative pitch angles and storytelling approaches that cut through the clutter
Content Creation Chops
In the age of brand publishing, agencies play a vital role in developing content that educates, entertains and inspires audiences. The best firms combine journalistic instincts with digital marketing savvy to craft everything from blog posts and whitepapers to videos and infographics.
Social Media Savvy
Social media is now a primary channel for brands to engage with customers and shape perceptions. An agency with strong social chops can help you:
- Develop a channel strategy aligned to your business goals
- Create thumb-stopping content that drives engagement
- Manage community interactions and sentiment
- Measure and optimize performance over time
Crisis Communications Expertise
In today‘s polarized, always-on environment, even the most well-respected brands can face a PR crisis at any moment. Look for an agency with:
- A battle-tested crisis playbook and rapid response capabilities
- Deep experience navigating high-stakes issues and sensitive topics
- Strong relationships with key influencers and stakeholders
- A proactive approach to identifying and mitigating reputational risks
Data and Analytics Acumen
To prove the value of PR and continually optimize performance, agencies must be adept at measuring and analyzing the impact of their work. The best firms employ:
- Sophisticated media monitoring and social listening tools
- Robust reporting dashboards that track key metrics like reach, engagement and sentiment
- Attribution models that connect PR outputs to business outcomes
- Predictive analytics to identify trends and opportunities
By choosing an agency with these core capabilities, you‘ll be well-positioned to execute an integrated, insights-driven PR program that delivers real results.
The PR Agency Landscape
The PR agency ecosystem is vast and varied. Depending on your needs and budget, you may consider partnering with one of the following:
Generalist Firms
As the name suggests, these agencies offer a wide range of services across industries and practice areas. Examples include:
- Edelman
- Weber Shandwick
- Ketchum
Generalist firms can be a good fit for large enterprises with diverse communications needs. However, they may lack the depth of expertise of more specialized shops.
Boutique Agencies
These smaller, more nimble firms often focus on a particular industry vertical, service offering or geographic market. Examples include:
- Bateman Group (B2B tech)
- Kaplow (beauty and lifestyle)
- Finsbury (financial services)
Boutiques can provide high-touch, senior-level support and deep subject matter expertise. However, they may have limited resources for large-scale, global programs.
Digital-First Firms
With the rise of online media, a new breed of PR agency has emerged that specializes in digital channels and tactics. Examples include:
- Bospar
- Codeword
- Praytell
These firms are well-versed in SEO, content marketing, influencer engagement and paid social amplification. They‘re a good fit for brands with a strong digital focus.
Integrated Agencies
Some agencies offer a full spectrum of marketing and communications services under one roof, from PR and content to advertising and branding. Examples include:
- Ogilvy
- Edelman
- FleishmanHillard
Integrated firms can provide a cohesive, end-to-end solution for clients looking to streamline their marketing efforts. However, they may be more expensive than specialty shops.
The key is to find an agency partner that aligns with your specific needs, goals and values. Don‘t be swayed by brand names alone—prioritize fit and expertise above all else.
The Agency Selection Process
Once you‘ve determined your PR needs and budget, it‘s time to start evaluating potential partners. Here‘s a step-by-step guide:
1. Develop a Clear Brief
Start by articulating your communications goals, target audiences, key messages and success metrics. This will help you focus your search and evaluate agencies against a consistent set of criteria.
2. Conduct Initial Research
Make a list of agencies that align with your needs in terms of size, location, industry focus and capabilities. Look at their websites, client rosters, case studies and thought leadership to assess their expertise and approach.
3. Request Proposals
Narrow your list to 3-5 agencies and invite them to submit detailed proposals. Be sure to provide a clear brief and evaluation criteria. Ask for specific examples of how they‘ve helped similar clients achieve their goals.
4. Hold Chemistry Meetings
Once you‘ve reviewed the proposals, invite 2-3 finalists to present their ideas in person (or via video conference). Pay attention to the chemistry and cultural fit between your team and theirs. PR is a people business—you‘ll be working together closely on high-stakes initiatives.
5. Check References
Before making a final decision, ask each agency for 2-3 references from current or former clients. Inquire about the agency‘s strengths and weaknesses, communication style, proactivity and results delivered.
6. Negotiate Contract and KPIs
Once you‘ve selected an agency, work together to finalize the scope of work, budget and key performance indicators (KPIs). Be sure to align on roles, responsibilities and communication cadence.
7. Plan for Onboarding
Invest time upfront to onboard your new agency partner. Share relevant background materials, introduce key stakeholders and align on near-term priorities. Set up regular check-in meetings to stay aligned and address any issues that arise.
By following this structured approach, you can find an agency partner that will serve as a true extension of your team and help you achieve your communications goals.
Measuring PR Success
As the saying goes, "You can‘t manage what you can‘t measure." To prove the value of your PR investment and make informed optimization decisions, it‘s critical to track the right metrics. While the specific KPIs will vary depending on your goals, here are some common ones to consider:
| Metric | What It Measures |
|---|---|
| Media Placements | The number and quality of earned media mentions |
| Reach | The potential audience exposed to your message |
| Share of Voice | How your media coverage compares to competitors |
| Message Pull-Through | The percentage of articles that include your key messages |
| Social Engagement | Likes, comments, shares and mentions on social media |
| Website Traffic | Visits and conversions driven by earned and owned content |
| Lead Generation | Marketing qualified leads attributed to PR |
| Reputation Score | Perceptual measures of brand favorability and trust |
The key is to focus on outcomes, not just outputs. Don‘t get caught up in vanity metrics like impressions or AVEs (advertising value equivalents). Instead, work with your agency to define clear, measurable objectives aligned to your business goals. Use a mix of quantitative and qualitative data to track progress and adjust your strategy over time.
The Future of PR
As you embark on your agency search, it‘s important to keep an eye on the horizon. Here are some key trends shaping the future of PR:
The Rise of AI
Artificial intelligence is transforming many aspects of PR, from media monitoring and sentiment analysis to content creation and distribution. Forward-thinking agencies are using AI tools to deliver more efficient, data-driven programs for clients. Expect to see more AI-powered insights and automation in the years ahead.
The Power of Influencer Marketing
In an era of declining trust in institutions, influencer marketing has emerged as a powerful way to build credibility and reach new audiences. PR agencies are playing a vital role in identifying and engaging with influencers on behalf of brands. Look for an agency partner with a robust influencer database and proven experience driving measurable results.
The Blurring of Marketing and PR
The lines between PR, marketing and advertising continue to blur, with brands employing a mix of paid, earned, shared and owned tactics to reach audiences. The most effective agencies are those that can develop integrated campaigns that leverage the strengths of each channel. Seek out a partner with a holistic approach and cross-functional expertise.
The Importance of Purpose
Consumers, employees and investors are increasingly looking to companies to take a stand on social and environmental issues. PR can play a vital role in helping brands define and activate their purpose in authentic, meaningful ways. Choose an agency that understands the power of purpose and can help you navigate this complex landscape.
As the communications landscape continues to evolve at breakneck speed, it‘s more important than ever to have a trusted agency partner by your side. By following the guidance in this report—and keeping a pulse on industry trends—you can find the right fit and set your brand up for success in 2024 and beyond.
