PR agencies are not “one size fit all.” Finding the right fit for your company can be a difficult process, and it’s important that you ask the right questions before making a decision. As niche PR experts in both healthcare PR and technology PR, we know that there are certain aspects of an agency on which you cannot compromise. Here are some three important questions that you should ask yourself before hiring an agency for your company.

Do they know your industry? Finding a PR agency that understands your industry is of upmost importance. While most PR professionals have similar goals (increasing brand awareness, sales, ROI, etc), understanding how and where to accomplish this differs greatly among different industries. A fashion company will not have the same PR strategies or contacts as a healthcare company, for instance—the target demographics are different, the key media is different, reaching the right influencers is different. Not to mention, finding an agency that has experience working in your industry means that they will have strategies and ideas already laid out that they know have been successful with similar companies.

Are they compatible with your staff? Hiring an agency is like hiring another employee. Their compatibility with your staff can determine how efficient they may be in moving projects and initiatives forward. It is important that upper management, particularly, feels confident in your agency’s ability to understand and deliver quality results for your company. Finding an agency that fits your company mold and culture will make that process much easier.

Do they fit into your budget? Budgets differ greatly from agency to agency. Finding one that fits your budget will obviously make a big difference on how many PR initiatives you are able to execute. It is also important to factor in who at the agency will actually be working on your account—is it senior or lower-level employees? This changes price, execution of projects and how much time is actually being spent working on your account. Finding an agency that has a good mix of staffing (lower and senior-level employees) will affect price and is certainly important to keep in mind.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with PR, contact Scott Public Relations.

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