Priscilla, the Queen of PR
trendSpotting Report
Priscilla Roberts
Dear Priscilla,
As my company’s director of marketing, I am charged with selecting the company’s outside PR counsel. What qualities should I look for and what are the advantages/disadvantaged of working with a smaller agency vs. one of the large multinational firms?
Sincerely,
Perplexed
Dear Perplexed,
Finding a PR firm that meets a company’s specific needs can [unfortunately] be a daunting task, especially in a business where there are so many smooth talkers!
PR is paramount to a company’s growth, and so it is vital to find the right fit for your company. While you search, here are a few things to keep in mind:
1. Avoid PR reps who only speak what we call “buzzjargonterminology.” Find PR personalities who are no-nonsense (ahem, no BS) professionals.
2. Do some homework. Ask around about companies you are considering, and read magazines that discuss PR issues. Don’t forget to READ BLOGS (Bulldog Reporter, Bad Pitch Blog, PRNews.com, etc.). This will not only help you feel more comfortable about your abilities to choose appropriate help, it will also provide you with the ultimate tool—that is knowledge.
3. Don’t pick a PR firm because they are bigger than the other guy or cheaper than the other guy or prettier than the other guy. Rather, pick a firm with a solid background and serious comprehension of the ins and outs of your company’s industry. If they only represent companies in the food and beverage industry…you get it.
Now, regarding large vs. small:
There are pros and cons to every firm, large or small; it’s most important to find the one that meets your needs. That said, I’ll give you a few necessary facts:
Large agencies are often part of a holding company (WPP, Interpublic, Omnicom, Crosby Stills Nash & Young) and are therefore subject to all the rules and regulations, which can sometimes impede effective PR.
The smaller do not always have as broad a range of services as larger firms because –yes—they’re smaller. For example, they might not have in-house capabilities to create a flash animation…but look for those firms that partner with other specialist agencies.
Firms with many offices in many geographic locations can sometimes awe you with size and (we laugh here) “broad service outreach.” Don’t be fooled. The truth is that most of the individual offices tied into the big conglomeration have a “siloed” P&L. So, when you hire the “firm,” and all its grandeur, you’re only hiring one office, with no benefit from all the other shiny spots on the big ole globe.
Priscilla welcomes your questions. So send them to her c/o editor@RLMpr.com. All will be answered, no matter how…