Selecting the right PR agency can be a game-changer for your business, but it’s essential to know the red flags to avoid and the green flags to look for when making your choice. Marcy Clark, a PR expert with over two decades of experience, shares her insights on what to watch out for and how to choose the right agency.
Red Flags to Avoid When Choosing a PR Agency:
- Overpromising Results: One of the biggest red flags is when an agency guarantees outcomes that seem too good to be true, like promising coverage in specific top-tier outlets right off the bat. According to Marcy, PR is not a magic wand that produces instant results, but a strategic, long-term investment. Agencies that overpromise often lack the genuine media relationships or understanding of your brand needed to deliver meaningful results.
- Lack of Transparency: Another red flag is the agency’s inability to provide clear metrics or updates on their progress. You should always know how your PR strategy is unfolding. If you’re left in the dark or only see big invoices with little explanation, it might be time to reevaluate your choice. A good PR agency should be transparent in its approach and communication and want to have regular conversations with you.
- One-Size-Fits-All Strategies: Beware of agencies that offer cookie-cutter PR strategies. Marcy stresses that every business is unique, and a good PR strategy needs to be tailored to the company’s specific goals, audience, and market. A PR professional should ask you thoughtful, expansive questions that open up story ideas across a wide variety of media outlets – you want to understand that you are working with a creative professional. If an agency gives you a generic plan without customizing it to your needs, they may not truly understand your brand.
- Lack of Professional Tools or Experience: Since the rise of Social Media there has been an influx of so-called PR practitioners that do not have professional PR Agency experience and just focus on contacting influencers or media outlets that are on social media. A real PR professional has access to tools including a Media database like Cision, MuckRack or Meltwater. These databases are expensive, but without them a PR practitioner cannot quickly create the media lists that they need to secure you impactful placements.
- Unprofessional Behavior: Marcy emphasizes the importance of politeness and professionalism in dealing with the media. If you experience your PR team as rude, inexperienced or pushy, trust that they can damage not only your relationship with media outlets but also your reputation.
How to Choose a Good PR Agency:
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- Look for a Collaborative Approach:A strong PR agency will work with you as a partner, not just as a service provider. Marcy explains that successful PR campaigns are built on a collaborative relationship where the agency takes time to understand your brand’s story, audience, and goals. Look for an agency that involves you in the process and seeks your input regularly. Are regular weekly or bi-weekly strategy sessions part of the process, especially at the beginning?
- Check for Industry Experience: When choosing a PR agency, it’s essential to pick one with experience in your specific industry. Whether it’s fashion, tech, or consumer products, different industries require different approaches to PR. Some PR professionals are generalists with a wide variety of industries under their belt, but make sure they have a number of placements in their portfolio from outlets important to you.
- Ask About Their Media Relationships: One of the key assets a PR agency brings to the table is its relationships with the media. A good PR agency will have strong connections with relevant editors, journalists, and influencers who are important in your industry. Don’t hesitate to ask about these relationships and how they plan to leverage them to benefit your brand.
- Pay Attention to Their Success Stories: Finally, a good PR agency should have a track record of success. Ask to see case studies or references from past clients to get an idea of their effectiveness. Marcy, for example, has a portfolio of clients ranging from high-profile events like New York Fashion Week to smaller consumer brands that have benefited from her strategic PR campaigns.
Final Thoughts
Choosing the right PR agency can be a pivotal decision for your business’s growth. By avoiding the red flags mentioned and looking for agencies that offer a personalized, transparent, and professional approach, you can find a partner that will help elevate your brand and achieve your business goals. And as Marcy Clark emphasizes, PR is about building relationships and telling your story in the most authentic and impactful way possible.
