How to Grade Your PR Agency
Media Orchard's traffic is growing by leaps and bounds; since November, we've actually quadrupled in unique visitors.
So for all the newcomers, we'd like to call your attention to a couple of tools on the Idea Grove site:
1. PR Agency Assessment Quiz. This 20-question quiz helps corporate clients grade an ongoing agency relationship.
2. PR Agency Selection Score Sheet. This printable score sheet helps companies to compare and rank firms during an agency review process.
These tools are useful not only to PR clients, but to agencies as well. Several firms have e-mailed us to let us know that they use these tools as part of their business development efforts. They're a great way to initiate a discussion with corporate decision-makers about their communications goals.
We invite your agency to use these tools freely -- as long as we're not competing for the same account!
Technorati tags: PR, Public Relations, Marketing
posted by Scott Baradell at
12:05 AM
9 Comments:
Speaking of traffic, Scott have you noticed if Alexa is a good indicator of your blog's traffic? It seems hit or miss with BMA, one day it will say we had a spike in traffic that we didn't see, and other days we'll spike in traffic and it won't show on Alexa.
Just curious, seems like Alexa is more of a guide than an absolute.
By
Mack Collier, at 1/30/2006
Mack: Alexa is fundamentally flawed, because it only measures the usage of those people who have downloaded the Alexa toolbar -- which is a very small universe. You'll see a spike if you and two friends download the toolbar and start checking out your site every day.
While in general my rankings on Alexa have gone up as my traffic has increased, from day to day it can seem pretty random. Most measurement tools out there leave a lot to be desired. But to my knowledge, Alexa is the only tool that actually attempts to measure traffic rather than inbound links -- so you've got to give them credit for having chutzpah if nothing else.
By
SB, at 1/30/2006
so have you seen your agency's revenues or client load quadruple? knowing how long blogging takes, do you spend any time on your clients? clearly not as much as you would if you weren't blogging so much of the time. if you were my agency, i'd be pissed, but you're not, so i'm glad.
By
Anonymous, at 1/30/2006
Blogging has many benefits -- although quadrupling revenues has not been one of them to this point. And no, it doesn't take away from client time.
Oh -- and even though you don't have time to blog, I'm glad you at least can squeeze in time for snarky anonymous comments!
By
SB, at 1/30/2006
"Alexa is fundamentally flawed, because it only measures the usage of those people who have downloaded the Alexa toolbar -- which is a very small universe."
Gotcha. I was thinking this was the case. Now if you'll excuse me I'm off to download the toolbar ;)
By
Mack Collier, at 1/30/2006
Anon: Hmmmm, it seems to me that blogging can indeed lead to revenues. Several people seem to have done very well with it, including Shel Holtz, Steve Rubel and Jeremy Pepper. Who, as Scott notes in his links, just got hired for his expertise -- probably at a pretty good salary.
And in this world of Social Media, an agency that blogs has an edge on how to get your message out there in more than the traditional way.
Sounds like a good reason to hire to me.
Scott: Thanks for sharing your grading system. I dowloaded it for a meeting with a potential client tomorrow.
By
Kami Huyse, APR, at 1/30/2006
Kami's got my back, dude -- so back off :)
By
SB, at 1/30/2006
I wonder whether a PR agency's ability to write and to hold out for good writing in the face of corporate pressure might be a criteria for selection / retention?
By
Matthew Stibbe, at 2/01/2006
Good point, Matthew.
By
SB, at 2/02/2006
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