Top PR Firms: How to Improve the Selection Process

What makes for a top PR firm? One could look at rankings by billings. Certainly a tried and true barometer. One could also do a quick check on what firms are the largest in the industry by asking a few business friends. Again, another way of accomplishing the task of identifying one of the top PR firms. You could send out an RFP to a blanket list of firms and hopefully it will be received by one of the top PR firms. However, bigness doesn’t always define best…

Finding the right PR firm is not easy; however, we think we can save you a lot of trouble.

Let’s start with a simple list of questions to help you identify one of the top PR firms, perhaps the top one for your particular situation. Ask yourself the following:

*What do I need? Do I need a full-service firm (be careful here as this definition can be in the eye of the beholder) or do I want a boutique with a particular specialization in my area – and these do exist… A boutique will offer high touch service and will typically involve senior level attention whereas with the larger firms you account will most likely be serviced by middle- and junior-level staffers. Also, a full-service firm will offer a range of services (e.g., production, graphics, website development, etc.) and you might not need all of these things.

*Location? While the number of offices some of the top PR firms maintain can be impressive, you need to understand that a firm’s relationships with key journalists and analysts will drive the success of your program regardless of where they’re located.

*How much money is in my budget? This is a critical determining factor. “Top” top PR firms command top dollar. Better to check before getting sticker shock. A boutique firm or a mid-sized shop may be more in line with your budget. Also, smaller clients (with “smaller” budgets tend to get lost in the “top” top PR firms.

*What is the firm’s track record? Have they handled cases similar to mine? What successes have they had? However, you want to see case histories that are reasonably current.

*Is there chemistry? The only way to determine this is by meeting with the team that will be assigned to your account. Often, top PR firms will send out their best execs to woo new clients. Typically, they will disappear after you’ve signed on.

In reviewing top PR firms, it is important to ask these questions; the answers to which will greatly assist in your search process.

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