How to Tell if Your PR Agency is Working for You

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How to Tell if Your PR Agency is Working for You

You’ve got a PR team and they’re busy working their “magic.” But, you’re struggling to make sense as to whether their efforts in pitching, relationship building, social networking and being creative are working for your organization. Here are three ways to evaluate if your PR agency is working for you.

1. Meet regularly. We know you’re busy and having that additional meeting in your calendar just seems like the puzzle piece that just won’t fit. However, keep your meetings with your PR agency and make sure they occur on a regular basis. Show up even if it is for a brief time.

This ensures lines of communication are open and that your PR firm knows you are also engaged and making sure they’re on their game. Meeting regularly also helps you share any great company news in real-time, which helps them maximize the opportunity while it’s hot. No agency can effectively work with stale information that’s nearly impossible to sell to the media, especially when they must prove their ROI to your business.

2. Don’t skip reports. You might get a lot of emails, phone calls and calendar invites but don’t ignore these reports because they may contain important summarizing details. Check your PR agency’s reporting and make sure it makes sense to you and your bottom line.

The report should include audience reach, advertising value, total outreach and opportunities. All of these numbers reflect their impact on your business. The report should also be easy to understand by anyone in your organization (with or without a marketing degree).

Compare your company’s benchmarks and ensure that their PR efforts are matching up. Besides, if something isn’t working for your organization, figuring that out sooner rather than later will benefit you in the long run. Really evaluate their reports and make sure they are meaningful to your organization.

3. Call. When you call someone at your PR agency, do they answer the phone promptly or return your call? This could be a good indicator of how well they’re working for you. You’re not just another client, you’re an all-important business and you deserve immediate attention. Plus, phone call interaction enables you to hear your PR agency’s excitement over your business, which is very important. If you hear a lack of enthusiasm, this element could also be missing during their day-to-day PR promoting efforts.

Want to know how our PR firm may enhance your current efforts? Give us a call and let us show you. Our data-driven reporting, real-time efforts and responsiveness might be the difference between having a PR agency and having a PR partner.

For more information, visit www.nspublicrelations.com.

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