How to find a great PR agency
The process of finding a PR agency usually involves contacting agencies, asking them to pitch and then reviewing their PR proposals. I have been on both sides of the fence, both in terms of preparing agency pitch proposals, and in terms of reviewing them. I remember receiving proposals with typos within them and I even remember an agency 'bringing alive' their PR proposal in their swish PR offices by using professional actors and sending a chocolate 'gimmick' through the post to me. While it was nice, I remained cynical.
But when you are going out to tender for PR, what should you look for in the proposals you receive back? How should you make your choice? It may seem that the right thing to do is to look for the most exciting tactics. Which creatives or activities sound the most appealing? Which really stand out from the crowd? The thing to remember is that, unless you are a journalist, while these ideas may seem brilliant and unusual - do you know whether they will actually result in column inches? I can't tell you how many great ideas I have seen fall on their 'ahem' because, to a journalist, they are simply not a story or simply not what they are interested in writing about.
It is actually very simple to find out whether the PR agency who is pitching to you will actually come up with the goods after the pitching process is complete. Ask to see recent pieces of press coverage they have delivered for their clients. And have an attention to detail when you do this. PR agencies will often have case studies they will roll out for potential clients showing projects which have appeared in national papers and news outlets. But make sure you check the dates. Sometimes the coverage is literally years old and is shown at every new business pitch!
Look at the agency's CURRENT client list and ask to see the coverage they have generated for them in the last 6 months. Ask them what their editorial targets were for a client, and ask to see what was delivered - making sure dates are not deleted within a Powerpoint presentation.
An agency that is good at what they do, that comes up with ideas journalists like, delivers coverage and delivers it regularly. You won't be sitting in countless meetings with PRs explaining to you why their story didn't work - whether its because of the pandemic or because of another story breaking. The bottom line is that the skill of a good PR is in delivering press coverage, not in explaining why they can't from their fancy offices!
And one final thing, coverage which has had lots of money thrown at it - whether that be through involving a celebrity for thousands of pounds, or doing a very expensive survey won't show you if a PR agency is truly good at generating editorial. It may just mean that in order for them to do it, you must pay a large retainer then some more. If you don't have a bottomless budget, this approach will get old very soon.
This is why it is important for WADE PR that we share our recent coverage on our website (and have more to show beside.) We don't have anything to hide as we deliver, and deliver again and again.
Caroline Wade, Managing Director - WADE PR
