Finding the right digital public relations agency can be an overwhelming process. From understanding your needs and budget considerations to researching agencies and interviewing potential candidates, there are many factors to consider in ensuring you select the right fit for your needs.
Schedule Initial Consultations with Agencies of Interest
The first step is to always speak to agencies before commencing work. Initial consultations are free from all good digital PR agencies, and they should welcome any questions you may have. These conversations are essential for getting a solid understanding of the agency’s capabilities and what type of services they can offer in relation to your own needs.
Don't forget that these are great opportunities to ask questions related to their areas of expertise, pricing structure, case studies and past performance results. You can also get a feel of whether you click with them on a personal level and see a successful collaboration.
Define Your Goals and Budget
It’s important to have clear goals and objectives when searching for the perfect digital PR partner. By setting measurable goals — such as generating press coverage in specific publications or boosting SEO metrics — you can easily assess which agencies will best meet your needs. Similarly, having a defined budget will enable you to identify cost-effective solutions quickly.
Communicating your budget and objectives to prospective partners early on in the process means you won't waste your time with any unaffordable agencies.
Select the Most Appropriate Agency for Your Needs
The right digital PR agency should align with the needs and goals of your organisation. To ensure that you select an agency that can deliver quality services, request for proposals from a few agencies and review them carefully in order to identify the best match. While you won't get full strategies at this point, it will be a good reflection on what your results will be.
Look beyond qualitative factors such as experience and skillset to consider factors such as availability, cost-efficient methods, strategic approaches and more.
Review Proposals and Agreement Options
Finally, you’ll need to review the agency’s proposal and agreement options. The proposal should include a timeline with pieces of deliverables, pricing structure and payment terms, as well as an estimate of overall results. Be sure to read through the entire agreement and ask any necessary questions or make requests for any changes that may be needed.
At the end of the day, your brand is in the hands of this agency, so make sure their vision is an extension of yours - it will only make for more success and better outcomes.