Outsourcing PR activities is the best option if you own a small business and need to break into new markets. Not only does it save time, but it also enables you to get the best results faster while you focus on building a unique product. However, the sheer number of PR agencies promising different results can make the hiring process daunting. In this article, you will learn everything you need to hire a PR agency in 2023, including the types, costs, and questions to ask when interviewing firms.
How to Hire a PR Agency in 2023
Here are steps to prioritize if you want to hire a PR firm in 2023 without making costly mistakes
Set Clear Objectives that Align with Business Goals
Many PR campaigns fail due to a lack of direction. You hire a PR agency because your competitor has one, and you try to replicate their tactics without considering how it affects your goals. That’s a remedy for disaster, and you won’t get the right results, especially if you hire a PR company that’s only interested in the pay and not your business. To avoid this, you must first set clear objectives that align with business goals. For example, if your marketing goal for the first quarter is to reach 1 million people, your PR tactics will involve media publications, guest blogging, and other awareness-based strategies. This way, you can easily track key performance indicators and identify if your PR firm is getting the right results.
8 PR Campaign KPI to Prioritize
- Sentiment
- Share of voice
- Earned media value
- Media impact score
- Relevance index
- Key message penetration
- Quality of coverage
- Social engagement
Create a Budget that Aligns with Your Objectives
When setting your budget, consider your in-house PR workforce, business goals, and the type of PR firm you need. A full-service PR company might cost more than a crisis management firm. Consider this as they guide you in choosing the best PR firm for your business.
What’s the Cost of Hiring a PR Firm in 2023?
According to the Clutch PR pricing 2023 report, you can hire a public relation service company for a $100- $150 hourly rate. However, larger PR agencies might charge up to $500 hourly. In contrast, retainer PR agencies might charge between $1500 to $10,000 monthly. You can also expect larger PR firms to charge up to $25,000 monthly.
Research PR Firms
With your clear objectives and budget, you should research a PR agency that meets your requirements. Your goals will guide you in choosing the right PR services and type of agency. You should ask for recommendations from friends, check review websites, and read reviews from forums or the PR marketplace. Select your best 10 PR agencies and schedule a consultation interview to get more information and see if they are a good fit for your company.
Types of PR Firms and Their Services
Here is a list of different types of PR agencies and the Services they render
- General strategic communications PR agency focuses on all aspects of business PR strategy. Services include reputation management, brand awareness, media relations, internal communications, speech writing, crisis communications, investor relations, and more.
- Press communication PR agency handles all strategies to improve media relations. Services include outreach, pitch writing, securing media coverage, interviews, and more.
- Crisis communication PR firm focuses on creating and implementing crisis management plans. Services include risk planning and mitigation, crisis communications planning, crisis PR training, strategic counsel, and on-site crisis management support.
- Internal communications focus on disseminating information within the organization. Services include newsletters, announcements, training guides, policies, and procedures.
- Investor Relations PR company facilitates effective communication between executive leadership and investor stakeholders. Services include conducting reputation audits, running reputation campaigns, strategic communications, and coordinating investor day events and announcements.
- Reputation management PR agency handles all strategies to improve brand perception in the media. Services include web monitoring, training, content marketing campaigns, strategic messaging, negative content suppression, and social media reputation management.
Interview Qualified PR Firms
Gather information about the PR agencies by asking strategic questions. The interview will help you understand their ideology, strategy, experience, and values. Consider agencies whose values align with yours and foster seamless communication. This will go a long way in building effective bonds that turn them from just an agency to a partner dedicated to your business growth.
Questions to ask During an interview
Here’s a list of questions to ask during the interview
- Do they specialize in your industry?
- How will the firm get you media coverage?
- What’s their pricing plan and cost?
- How do they measure success?
- How will they work with your marketing team?
- What should you expect in the first three months?
- Can you reach out to their previous clients to get more information?
- Will they assign an account manager to your business?
- Do they offer marketing and sales services too?
Onboard PR Firm
After the interview, review all proposals and strategies and decide the best-fit PR company.
Contact your choice agency and sign the contract details. You should also set clear expectations so you are on the same page before work commences. Provide the PR firm with relevant information and documents to enable them to understand your business. It’s also important to set strict communication channels and plans for effective collaboration.
Partner with the Best PR Agency for Business Growth
At RPR, our services integrate customer research to identify critical issues and customer behavior, enabling us to create an effective PR strategy for your business.
Schedule a free consultation today to partner with us for strategic growth.