Let’s assume you understand all the reasons why it’s good to have a good PR firm in your corner. You understand that getting your good news into credible publications is better by far than paying for advertising. You want to increase your company’s visibility, get credibility as an expert in your field, and get your company name out in front of the community—maybe even the nation.
It’s crucial to hire an agency that knows your business. In the Knoxville public relations market, you have choices. Here are some things you want to know when picking your agency:
- What, if any, areas does the firm specialize in? You will get better results from a firm familiar with your field, your jargon, and with editorial contacts at your key publications. Without a specialized agency on your side, you could be losing out on opportunities to get your company in publications that will attract more leads, more business and more revenue. The same applies for conference directors and organizers; they might be more willing to consider speaking proposals from agencies who have a good track record in the industry.
- Who will be working on your account? PR is a collaborative activity, and a smaller firm is more likely to provide the personal attention of an experienced PR professional. Make sure your direct contact has experience.
- Check out the firm’s writing and editing skills. The best PR firms write succinct, compelling press releases and bylined articles. Be sure to review a portfolio of writing samples. When you work with an agency that doesn’t specialize in your business, you may have to put forth extra effort to teach them how to promote your brand and ensure their content is credible in the industry.
- What is the agency’s track record with pitching stories? This is, after all, the biggest reason you’re hiring them. Make sure they have success getting stories placed in credible trade publications. Smaller firms tend to be more successful because they are more connected to the client, and are able to speak more intelligently about your company.
Whether your company is construction, manufacturing, home services, or any other discipline, you want a PR agency who knows your business. Consider hiring an agency like Ripley PR, who is connected with your industry and has an outstanding track record of delivering results.