25 Questions to Ask Before Hiring a PR Firm
Before I started the Idea Grove, I was a senior corporate communications executive for billion-dollar companies. I’ve led public relations campaigns of all sizes and budgets, and I know how important it is to select the right PR firm during the agency review process.
That’s why I’ve created a simple assessment tool to help companies make the right decision — and avoid common mistakes.
From my experience, the most common mistake is to fall for a slick agency presentation without fully understanding one or more of the following: (1) the agency’s specific qualifications; (2) how the agency will prioritize the company relative to other clients; (3) how the agency will charge for its services; (4) whether the agency will be a good personality fit.
Many PR firms are downright spectacular during the agency review process, but just mediocre once they’re a few months into the engagement. This is because large firms, in particular, win new clients through the sales efforts of senior executives — but then make a junior staffer the primary contact on the account.
With that in mind, I recommend that corporate communicators conducting agency reviews ask themselves the following 25 questions –- comparing PR firms across the categories of Qualifications, Prioritization, Cost-Efficiency, and Compatibility — before making a decision:
Qualifications: Can the Agency Do the Work?
1. During our discussions, has the agency demonstrated a good general understanding of my industry?
2. During our discussions, have agency representatives listened well and done their homework to gain a grasp of my company’s specific goals and challenges?
3. Does the agency seem to have sufficient personnel and breadth of expertise to meet my needs?
4. Does the agency have case studies that demonstrate success with similar clients and/or projects of similar scope?
5. Has the agency provided enthusiastic client references?
6. Do representatives of the agency seem intelligent and creative?
7. Have representatives of the agency suggested good ideas that I had not previously considered?
8. Do representatives of the agency seem passionate about what they do?
Prioritization: Will I Be Valued as a Client?
9. During the review process, has the agency been prompt in returning my phone calls and responding specifically to my information requests?
10. Has the agency been straightforward in identifying the individual who will be my primary, day-to-day contact person?
11. Does my primary contact have a sufficient level of relevant experience?
12. Has my primary contact taken a prominent role in meetings during the review process?
13. Has my primary contact personally serviced some of the client accounts cited by the agency in case studies and client references?
14. Does my primary contact have the authority to offer advice and make decisions when I need them quickly?
Cost-Efficiency: Will I Get My Money’s Worth?
15. In creating a proposal, do agency representatives focus on meeting my needs – or do they ask, “What’s your budget?” and deliver a plan that absorbs all available dollars?
16. Is the agency straightforward in discussing how it bills for its work?
17. If the agency bills by the hour, does it openly share the specific billing rates of its individual employees?
18. Do the agency’s billing rates seem reasonable compared to other firms?
19. Do the agency’s client references vouch for the agency’s flexibility and fairness in billing?
Compatibility: Will the Agency Be a Good Partner?
20. Is the personality of my primary, day-to-day contact a good fit with mine?
21. Do agency representatives communicate freely and easily with my company’s employees in meetings?
22. When asked their opinion, do representatives of the agency say what they think – not just what I want to hear?
23. Do the agency’s recommended tactics seem honest and ethical?
24. If the firm serves other companies in my industry, are agency representatives forthcoming in discussing any possible conflicts of interest?
25. Does my gut tell me the agency is promising what it can actually deliver — and not exaggerating simply to get my business?
I’ve organized this assessment tool as a printable PDF score sheet, designed for easy comparison of competing agencies. Download it here.
This is excellent advice, and quite comprehensive.
After working in agency and corporate PR for more than two decades, now reinventing myself as a professional mommy blogger, I can’t agree with you more. You hit the nail on the head when you zero in on how focus on individual relationships that agencies, big and small, must build with each client. No two clients goals and strategies are identical, so why should they be served with cookie cutter PR programs administered by junior professionals once the client has signed the agency engagement contract?
How true! As an ex-editor turned boutique PR entrepreneur specializing
in technology, I have seen many companies pay exhorbitant fees for large
PR firms. The prospective clients are wooed with big-name partners, and
in the end serviced by entry-level associates who have little understanding
of the client’s industry, needs, etc. Over the years, I have been able to deliver
much better results at a fraction of the cost. I’ve never taken on more clients
than I could personally service, and as a result have developed long-term
relationships with individuals as well as companies. Small PR firms with
specific expertise in the client’s industry are the best, in my opinion.
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The cost-efficiency questions are excellent.
This is a great tool, not only for hiring an agency, but re-evaluating them. I’ve seen agencies get too comfortable with an account and start to hand more and more of the work to a junior person and the original contact person or senior person only is available to propose new ideas (read: additional billings) or when you stomp your feet. The other time to ask these or similar questions is when your primary contact or even trusted junior members are promoted or moved on. That can change the dynamic of your relationship with the agency.
I also ask if they are working for competitors and, if so, how they’ll protect my information.
Finally, I look to see the involvement of the senior people and the account team in PRSA or other agencies that can mean a dedication to professional development and ethical behavior. I realize that paying dues isn’t the same as being active, but it’s important to me. I also require agencies and freelancers to agree to working under the PRSA Code of Ethics and my corporate Code of Ethics.
agree with all except No. 7. we obtain new clients due to our close relationships
with members of the media (we are former editors who has worked with many current
editors and reporters, some of whom were hired by us during our days in print
journalism) and the impressive results we get for our clients. The results are due
to our ability to always understand how to present our clients assets to the media and our ability to immediately and appropriately respond to the media. Our results and the
willingness of our clients to work with us openly and thoroughly, will determine
whether we will be a successful match. giving a prospect specific ideas is risky
since they could be educated for free, which is not our way of doing business.
the prospect has to trust that we will meet or exceed their expectations
based on our track record of results and our impressive client testimonials. there
can be no successful relationship if they do not fully trust us.
Great check list. I am in the process of looking for a PR firm to hire, and tis will defintely be part of my process. Thanks
[...] 25 Questions to Ask Before Hiring a PR Firm – Idea Grove - Oct ‘09 [...]
[...] 25 Questions to Ask Before Hiring a PR Firm – Idea Grove - Oct ‘09 [...]
[...] 25 Questions to Ask Before Hiring a PR Firm (Idea Grove): These questions test competency, prioritization, cost-efficiency, and compatibility. [...]
[...] 25 Questions to Ask Before Hiring a PR Firm (Idea Grove): These questions test competency, prioritization, cost-efficiency, and compatibility. [...]
[...] and blog posts abound about what business owners and corporate marketers should ask agencies to see if there’s a fit. These should be reserved for either a face-to-face meeting or a longer [...]