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Even if you have put 100% effort into marketing, you need to hire a PR agency to lift the face of your brand. Whether you want to create a buzz in the market or just want to be in the news before a product launch, you need a PR agency to do it for you. You have to be very conscious when you are picking one and you must go through the ratings and reviews. According to the Public Relations Society of America (PRSA), “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” In this blog, we will talk about PR agencies and how to go about it.
What does a PR firm do?
What does a PR firm do? A PR agency can strategize an entire marketing campaign that includes content management, media relations, strategy development, and event coordination. Unlike marketing, PR doesn’t include paid promotional content – it includes a lot of organic growth. There are several methodologies that PR firm provides.
A PR firm will strive hard to maintain the reputation of your business. Generally, public relations firms handle messaging to the press. The main goals of a PR agency are brand awareness and reputation management. While the duties of public relations and marketing can overlap each other, there are some significant differences between the same. You will be able to build your reputation and get more sales with the help of PR and marketing strategies.
Reputation management: Reputation management is one of the major services that public relations firms offer. Some of the strategies include emailing newsletters, messaging on website copy or blog content, responding to reviews, social media management, etc.
Crisis management: As per PwC, 69% of leaders have experienced at least a corporate crisis in the last 5 years. Your organization will most likely face at least one crisis during your time. This is the reason why a PR agency comes up with a crisis communication plan. If there is any mishap situation, the PR agency should be able to handle it smoothly. No matter what, good PR agencies always ensure that you are in good hands and prepared when a crisis arrives.
Media Relations: When you are hiring a PR agency, you should check if it has a good reputation in media relations or not. You should go through each and every testimonial to find out whether the agency is worth hiring. PR agencies can handle the relationships between your company and the media.
Since they have such strong contact, they can write pitches and also get attention from the media. You will be able to get more media coverage if you hire an agency with strong connections. So dig deep into the profile of the team members and try to understand whether they are networking or not.
Social media management: Social media is a large factor in today’s world. When it comes to reputation management, social media is a factor. Since you own several social media accounts, it is an easy way to build your brand. It also includes engaging with influencers.
Speech writing: Speech writing is also very important when it comes to PR tactics. Your brand should be represented when any speeches are given on behalf of your organization. You must consider hiring a PR agency to handle the strategic messaging part.
Press releases: A PR agency is supposed to write a press release to announce new product launches, and campaigns on movements. The strategy has an alliance with media relations as well.
A PR agency will write a press release to gain media coverage.
Event planning: Event planning can be a marketing and public relations strategy to boost your brand presence. Whether you are launching a product or a service, you need to put in the effort to boost your brand reputation.
A PR agency can communicate with shareholders and the public, media coverage, etc. It is all about enhancing your brand presence in the best possible ways.
Outreach: A PR agency should be able to help you with trade shows and events. They use outstretched as a tactic to boost brand reputation and increase brand awareness. Once you get a booth at the event, the PR agency may also promote involvement through social media, respond to engagements, go for media interviews, etc.
Market research: One of the most important elements to communicate relationships with publicists is to understand them. This is the reason why a PR firm will likely use market research as a strategy. They might also use service focus groups and feedback forms.
Media training: Many brands in the public eye opt for media training. It is a public relations firm used to produce strategic messaging and consistent production. If your brand has several employees speaking in public, then everyone should be on the same page.
Internal copywriting: Another aspect of hiring a PR agency is to check whether they are good with internal copywriting on not. It is a great way to communicate with employees as well.
If you want your employees to bond with each other within the team, then you should opt for a PR agency that is good with employee interaction through internal copywriting.
Types of public relations firms:
There are various types of public relations firms, such as General strategic communication, press communication, crisis management, internal communication, community management, Nonprofit public relations, and public affairs public relations.
General strategic communication: General public relations firm will handle all kinds of aspects of your PR strategy. They will also be able to build your reputation and brand awareness. If you need help with public relations tactics, a general communication PR firm is a good fit for you.
Press communication: A PR agency that has expertise in press communication will focus on media outreach along with media coverage and pitch writing.
Crisis management: A crisis management PR agency can implement a crisis communication plan.
Internal communication: Internal communication PR firms have expertise in getting information to your employees. This could be done through a monthly newsletter or internal hub.
Community management: Community management PR agency manages customer relations. It will handle the communication between you and your community.
Non-profit public relations: A nonprofit public PR firm specializes in working with specific organizations rather than dealing with certain tactics. Many firms specialize in nonprofits. A nonprofit PR agency will work with companies in the healthcare, medical or charity industries.
Public affairs: Similar to a nonprofit agency, public affairs PR agencies have expertise in working specifically with government officials.
How to hire a PR agency?
To hire a PR agency, you first need to set your objectives. You should have smart goals which are measurable and attainable. After that, you have to align your goals with your budget and consider all costs. Try to remember your priorities. Create a budget. Try to dig deep into the PR firms and research as much as you can about the agencies’ reputation, social media presence, etc. Have a list of questions to ask the agency. Set up a clear line of communication and let them know what you expect from them. Look for strategic announcements and read the shareholders’ letters as well. Visit glassdoor if required.
Set expectations and get your PR onboard.
