Must Have Qualities To Help You Find Your 5-Star PR Agency
Must Have Qualities To Help You Find Your 5-Star PR Agency
Lucy Harris, Intern at Kai Communications
In today's fast-paced, digitally driven world, public perception can make or break a brand. The right PR agency serves as a vital partner in not just shaping that perception but also ensuring it thrives. Whether it's creating buzz or awareness around your latest product or service, managing a crisis, or protecting and developing your reputation, having the right team can make all the difference.
The purpose of a PR Agency
A strong PR agency can greatly enhance a brand’s reputation and drive success, they serve as the bridge between a client and the public using strategic communication solutions to build a positive reputation, develop relationships, and manage any challenges that may arise. The relationship and trust built between a PR agency or consultant and their client is crucial for the success of the campaign.
The agency’s main goal is to build positive relationships between the client and its target audience – including the media, customers, investors, B2B, and the public.
PR agencies tend to focus on media coverage, reputation management, crisis management, content creation including social media management, brand and strategy messaging, market research and can aid internal communications to ensure that companies are aligned with the overall vision and policy. They can also offer brand identity development, media training, and communications strategies and work closely with your team to ensure everyone is aligned in the key messages.
Essentials for a PR Agency
PR agencies use their experience, expertise, approach, and a great track record to prove to a new client their commitment and success are worth a creating a partnership. Creating quality content with creative proposals that exceed clients’ expectations can be a great start, but to continually produce innovative ideas and foster any relationship there are other essentials.
Aside from showing clear and measurable results here are 4 markers to know if you have the right PR agency representing you:
1. Industry Relations – A great PR team knows your industry and media landscape and can target the precise publications and journalists relevant to your brand. They have established media contacts, influencers, and thought leaders who can help propel your brand into the spotlight. They also focus on building long-term strategies and relationships with your brand and its target audience, to give you an edge. An in-depth understanding of your sector and any market or audience changes with these tools can get your message to the right audience.
2. Content. Content. Content. Being able to produce client-ready content that is fresh, custom-made to your brand, and adaptable to multiple channels is key to a comprehensive media and communications campaign. Content is king, or queen, because if you get it right then they will be able to secure quality coverage so your brand will stand out from the crowd for all the right reasons. A unique angle or great hook will support your ability to create narratives that reflect your brand’s core mission. However, a 5-star PR agency can go one step further and ensure that your message reaches the right people at the right time to allow your content to deliver maximum impact.
3. Proactive Communication – Your PR agency will come to you. Instead of waiting for you to check in or follow up on things they will be proactive in updating you on ongoing projects and are the first to suggest new ideas and strategies. Keeping you actively informed with regular updates alongside a strong campaign plan, strengthens your relationship. If you are chasing them, they are doing a bad job.
4. Culture of Collaboration – Ensuring your PR agency is aligned with your team is essential. An environment of trust, authenticity and communication are vital to allow for full involvement and integration of both teams to strengthen and solidify your relationship. You need to be able to tell your PR agency the good, the bad, and the ugly so trust is key. If a crisis comes up they should be your first call, and you should have faith in them to handle the situation effectively and successfully to steer your brand the way you need it to go.
