Just in time for Valentine’s Day, we’re here to help you decide what kind of PR agency will be a match made in heaven for your brand.
Just like a romantic relationship, chemistry is important for a client/agency relationship too. But in this case, the perfect partnership comes from hiring an agency you know can win for you in the areas that matter to your brand.
To save you from the heartache of partnering with the wrong agency, here are the top three questions you should consider before making your decision:
What are your brand’s goals?
Before you can even begin to consider a PR agency, you must have a clear idea of the direction your brand is headed and what goals you’re trying to accomplish.
Whether you’re looking to increase brand awareness, convert more sales from your social media pages, or become a thought leader in your niche, a PR agency can assist you in accomplishing those goals. But if you don’t communicate them clearly with a potential agency, you run the risk of getting great results in areas that aren’t helping your business.
What kinds of PR are you looking for?
Once you’ve figured out your brand’s goals, you have to start thinking about what kinds of PR will be the most beneficial.
Is it your dream to see your brand in O, The Oprah Magazine? Maybe you’re looking for influencer collaborations because your brand is particularly successful on social media. Or maybe you need an agency that can serve you well by landing both media placements and influencer collabs.
Either way, have a general idea of what kinds of PR you’re looking for so you can find an agency that has proven results in those areas. For example, if you’re looking for a PR agency to help generate publicity for your grand opening, find an agency that has experience with grand openings.
This can even be as simple as looking at how the agency accomplishes its own PR and marketing efforts. If you’re looking to become a thought leader in your industry by producing more content, your best bet is finding an agency that “talks the talk” by publishing its own content. If you need help with social media, your agency better have a strong social media presence of its own.
And if you don’t have a clear idea of what PR will help you accomplish your goals, find a full-service agency that will work with you to create a customized approach.
Just make sure you keep an eye out for anything that sounds too good to be true. Big promises shouldn’t impress you. Proven results should.
What’s your niche, and what target audience are you trying to reach?
Your ideal PR agency should have experience working with brands in your industry and should have access to your target audience.
If you have a B2C makeup brand, you wouldn’t hire a public relations agency that specializes in government relations.
Additionally, being able to articulate your specialty, your impact, and your audience to an agency will help them figure out what makes your brand newsworthy and pitch your brand accordingly.
For example, at HAPPY, our sweet spot is producing results for local game-changers and nonprofits, grand openings, national B2C brands in “happy” industries like health and lifestyle, and entrepreneurial start-ups experiencing fast growth.
As with any relationship, if you don’t have open lines of communication, a strong understanding of mutual goals, and views that align, it’s not going to be a good match.
In fact, those are some of our top criteria to determine if a prospective client is a good fit. We know a strong partnership will result if we believe in their mission, have previous experience within a similar niche or target audience, and are able to establish strong communication and clear expectations.
Think HAPPY might be a perfect match for your brand? Tell us about it, and we’ll be in touch!