Best-selling author Dr. Mark Goulston caught up with OWC’s CEO and President Tracy Williams to discuss five ways to tell if you have the right PR firm. Consider these following questions when determining whether your PR firm is the best fit for you:
- Does my PR firm call me regularly?
Out of sight, out of mind? If you’re not hearing from your PR firm regularly, they’re not paying attention. You should be on a cell phone, text and email basis with your PR account leader. You both should enjoy working together.
- Has my PR firm taught me anything new?
Good PR firms bring their clients new ideas — “aha” moments that energize and show the agency is thinking creatively about your pain points and how to reach your customer. Good PR means constantly brainstorming ideas to target your customers, challenge conventional wisdom and achieve your objectives.
- Does my PR firm monitor results and engage in discussions about return on investment, or do they wait for my call?
Good PR firms are proud of their results. In our agency, we have cowbells on our desks and ring them when we get a “hit” — that’s an article or a good share on social media. And we can’t wait to calculate key performance indicators and ROI. Your PR firm should be the ones to call for a review about how the public relations program is working and they should be eager to discuss what’s next.
- Does my PR firm know when to say no?
Good PR firms challenge you with ideas and statements that take you out of your comfort zone. It’s critical that your PR firm level with you to maximize your time and resources. If not, you’re wasting money.
- Does my PR firm let me know when things aren’t going well?
It’s the PR firm’s job to report their bad news — just like they tell you to do in a crisis. Your firm should know right away when a project doesn’t appear to be having the desired effect and recommend adjustments or program pivots. It’s not about blame. It should be an ongoing dialogue in an environment of transparency and teamwork.
PR doesn’t have to be as mysterious and elusive, as is often the case. If you use these 5 warning signs, they will greatly help you in getting the best and most out of whatever PR firm you do work with.
Read the full article: 5 ways to tell if you have the right PR firm (The Business Journals)