Home Marketing The Final Information to Hiring a PR Company in 2021

The Final Information to Hiring a PR Company in 2021


Vanessa Carlton stated it greatest: Your organization is making its method downtown, faces go, and also you’re “success” sure. See what I did there? Anywho, your organization is on its method. However how do you talk that along with your stakeholders and the general public?

Between weblog writing, drafting advert copy, and organising an electronic mail workflow, it is arduous to find time for model consciousness and media administration. That is the place a public relations (PR) company can assist.

Download Now: Free Press Release Template

In accordance with the Public Relations Society of America (PRSA), “Public relations is a strategic communication course of that builds mutually useful relationships between organizations and their publics.” In right now’s world, PR and advertising overlap and intertwine, making it essential to work collectively.

You may need questions on how your advertising workforce and a PR company can work collectively like, “What is going to a PR agency do?” or “What companies does a PR company present?”

Under, you will be taught all the things it’s essential find out about hiring a PR company.

Whereas the duties of public relations and advertising can overlap, the 2 serve totally different features. Allie Decker, a author on HubSpot’s pillar web page workforce, wrote about public relations and advertising on this blog. She says, “The principle aim of PR is to spice up the popularity of your model. Alternatively, the principle aim of promoting is to drive gross sales.”

PR and advertising can work collectively by aligning their targets. As an illustration, individuals could grow to be conscious of your model by way of PR ways reminiscent of natural social media presence, after which convert into gross sales out of your advertising ways reminiscent of Fb advertisements. With PR and advertising collaborating on strategic messaging, you will construct your popularity and drive extra gross sales.

1. Repute administration

Reputation management is among the major companies that public relations companies provide. Techniques would possibly embrace electronic mail newsletters, messaging on web site copy or weblog content material, social media administration, responding to opinions, and fascinating with followers.

As an illustration, Taco Bell makes use of social media to construct its popularity. Within the instance beneath, Taco Bell responds to a buyer on Twitter with an genuine, partaking tweet making the model relatable and boosting its popularity.

Taco Bell maintains brand on Twitter.

Image Source

2. Disaster administration

In accordance with information from PwC, 69% leaders have skilled not less than one company disaster within the final 5 years — with the typical variety of crises skilled being three. Your organization will most probably face not less than one disaster throughout your tenure. That is why you may need a PR agency give you a crisis communication plan so that you’re ready when the time comes.

For instance, Susan G. Komen for the Remedy, a number one breast most cancers charity, confronted the results of missing a crisis communication plan in 2012. They stopped funding Deliberate Parenthood’s breast most cancers screenings after 7 years of funding. When the announcement was made by Deliberate Parenthood, the story went viral on social media with assaults coming from all sides. Komen waited some time to reply, put up a video failing to take duty, after which reversed the choice.

In accordance with PRSA, there are numerous classes to be taught from Komen’s errors, together with “Do not place your self as a sufferer. It will not work.”

3. Media relations

One strategy to construct your popularity and get your title out there’s by way of the media. PR companies can deal with the connection between the media and your organization. Techniques embrace writing pitches to journalists and influencers to realize mentions in trade information and get extra media protection.

For instance, should you personal a sustainable magnificence firm, a PR agency would possibly pitch you to the Organic Bunny blog for an interview about sustainable magnificence merchandise.

4. Social media

Social media is a big consider popularity administration and one of many major methods to speak along with your viewers, so sustaining your social media accounts can grow to be a public relations tactic. Because you personal your social media accounts they’re a simple strategy to construct your model. Plus, your social media technique would possibly contain partaking with influencers in your area of interest.

Within the instance beneath, Poo-Pourri makes use of its personal social media account to spice up its popularity and unfold the phrase about an earned media alternative. Additionally, observe how the founder is energetic in the neighborhood, attains media protection, and builds her firm’s model.

Poo-Pourri uses social media to boost brand reputation.

Image Source

5. Speech writing

Speech writing is a helpful public relations tactic that you simply would possibly use if your organization holds press conferences and occasions or your staff communicate at trade occasions. Any speeches given on behalf of your organization ought to characterize your model as an entire. If anybody in your organization has to present a speech, you would possibly think about hiring a PR company to deal with the strategic messaging.

Within the instance beneath, Tim Cook dinner, Apple’s CEO, and different members of his workforce, give a number of speeches about new merchandise and updates throughout Apple’s annual innovation occasion. Apple could or could not have labored with a public relations agency, however this can be a nice instance of an occasion the place you would possibly speak to a PR agency concerning the strategic and model messaging.

6. Press releases

Your organization may need to write down a press release to announce new merchandise, launches, campaigns, or actions. This tactic goes hand-in-hand with media relations. For instance, should you work at a shoe firm and need to begin a motion on Twitter to #walkmore, a PR agency can write a press launch to announce the marketing campaign and hopefully attain media coverage.

7. Occasion planning

Occasion planning generally is a advertising and public relations tactic to advertise your model, product, or service. If your organization places on an event for the aim of boosting your model popularity, you would possibly think about working with a PR company. A PR company can assist talk along with your stakeholders and publics, attain media protection, and plan your occasion.

For instance, INBOUND, an annual expertise occasion for these within the advertising trade, is an occasion that’s used to raise the INBOUND brand. At this kind of occasion, INBOUND supplies worth to the general public, whereas additionally boosting its model popularity. Whereas this occasion is deliberate internally by INBOUND, it is a good instance of the kind of occasion {that a} PR company may assist plan.

8. Outreach

Do you need to guarantee your organization is energetic in your area of interest’s group, together with commerce exhibits and occasions? A PR company can assist with that. Public relations companies use outreach as a tactic to spice up model popularity and improve model consciousness. For instance, should you work at a fish retailer, your public relations agency would possibly attain out to the Global Pet Expo to realize a sales space on the occasion. Then, they could promote your involvement by way of social media, a press launch, and media interviews.

9. Market analysis

A very powerful component to speaking and constructing relationships along with your publics is to grasp them. That is why a PR agency would probably use market research as a tactic. They may use surveys, suggestions kinds, or focus teams to find out about your target market. For instance, should you personal a protein firm, a PR agency would possibly ship out surveys to see who buys your protein, what sort of flavors they need, and what they worth in a protein firm.

10. Media coaching

Many firms and types within the public eye endure media training. Media coaching is a tactic public relations companies use in an effort to produce constant, strategic messaging for the manufacturers they work with. If your organization or model may have a number of staff talking in public, everybody must be on the identical web page with reference to messaging. If there is just one one that would be the face of your model, it is vital to anticipate frequent reporter questions and have canned solutions ready.

Within the instance beneath, the Kardashians attend media coaching to apply solutions to essentially the most controversial questions reporters ask them. As a model, the Kardashians have loads of transferring elements, and the household had by no means mentioned or practiced the messaging they’d use when speaking to the media.

11. Inside copywriting

Writing inside copy is a public relations tactic PR businesses use to speak with staff. Your staff are a stakeholder and public of your organization, so a PR agency may handle that relationship. You would possibly want to speak along with your staff to debate main adjustments, construct morale, or rejoice successes.

Our tip from HubSpot is to have a major communication channel the place communication is saved and disseminated. For instance, HubSpot has an inside Wiki (see screenshot beneath), the place our staff, who span seven nations, can talk.

HubSpot uses internal hub to communication to employees.Image Source

The various kinds of PR companies differ relying on the companies they provide and the publics they serve. There are common and specialised PR businesses.

1. Normal strategic communication

A common public relations agency will deal with all facets of your PR technique. They are going to be chargeable for constructing your popularity and model consciousness by way of most of the ways described above, together with social media, media relations, inside communication, and extra. A common communication PR agency is an effective match for you should you need assistance with a number of public relations ways.

2. Press communication

A PR company that makes a speciality of press communication will deal with media outreach, pitch writing, attaining media protection, and getting interviews with journalists or influencers. In case you solely have to work with a PR company in an effort to enhance your media protection, a specialised agency may be an choice to contemplate.

3. Disaster administration

A disaster administration PR company can strategize and implement a disaster communication plan. Usually these companies are used on a brief foundation, to both draft or implement a plan when your organization experiences a disaster.

4. Inside communication

Inside communication PR companies concentrate on disseminating data to your staff. Whether or not or not it’s by way of a month-to-month publication or an inside hub, they’ll facilitate worker communication.

5. Neighborhood administration

A group administration PR agency focuses on managing customer relations. They may deal with the communication between you and your group in locations like Fb Teams and social media.

6. Nonprofit public relations

A nonprofit PR agency makes a speciality of working with particular organizations quite than specializing in sure ways. Nonprofits will sometimes have totally different guidelines and laws relating to speaking with its publics, which is why many companies concentrate on nonprofit. A nonprofit PR agency will work with organizations in industries reminiscent of well being, medical, or charity.

7. Public affairs public relations

Much like a nonprofit agency, a public affairs PR agency makes a speciality of working particularly with authorities officers as a communication device. For instance, if your organization desires to endorse a politician or a authorities official desires to be a spokesperson on your firm, a public affairs PR agency can handle that relationship.

1. Set your goals

Now that you’ve got determined to rent a PR company, your subsequent query may be one thing like, “How do I even begin?”

To start, begin excited about your targets. Reply questions like “What do I need to accomplish by working with a PR company?” and “How can a PR company assist my firm?” While you start working with a PR agency, you will most probably draft SMART goals. SMART targets are particular, measurable, attainable, related, and time-bound.

Upon getting an concept of your targets, our subsequent tip is to consider what sort of PR agency can assist you meet these goals (see sorts of PR companies above). For instance, if your organization has skilled a social media disaster like Komen (described above) you would possibly need to work with a disaster administration agency. Alternatively, should you work at a nonprofit charity basis just like the Red Cross, you would possibly work with a nonprofit public relations company.

2. Create a finances

Earlier than you start researching which PR company you need to work with, create a finances. Contemplate how a lot you are prepared to spend on public relations efforts. It is best to be capable of reply questions like “Will this come out of our advertising finances?” or “What % of our finances can we contribute to PR?”

Megan Conley, a video editor/animator at HubSpot, writes about making a finances on this blog. To create a finances, she says:

  • Align your targets along with your finances
  • Contemplate hidden prices
  • Keep in mind your priorities (consider these SMART targets)

To get higher at prioritizing your PR line objects, download the PR Budget Template (included within the 8 Price range Templates to Handle Your Advertising and marketing Spend).

You too can try the typical 2021 charges for a PR agency below.

3. Analysis PR companies

Along with your targets and finances in hand, start researching the proper of PR company you have determined to work with. Collect data on their popularity, opinions, value, social media presence, testimonials, shoppers, and many others.

Aja Frost, a senior website positioning strategist and former author for the Gross sales weblog at HubSpot, writes about inventive prospect analysis methods on this blog. These identical methods may be utilized to researching a PR company.

Frost suggests:

  • Have a look at their firm’s job web page: This gives you an concept of their present goals and what ways they’re specializing in. For instance, are they growing a social media workforce or seeking to rent an knowledgeable in disaster administration?
  • Search for strategic bulletins: By researching for bulletins, you possibly can find out about initiatives, successes, new methods, and their very own model popularity. It is vital to contemplate how they deal with their very own PR.
  • Learn the shareholder letter: This provides you an concept of their monetary power, unique value proposition, and accomplishments. You need to discover a respected PR company to work with.
  • Go on Glassdoor: Glassdoor is a good place to find out about worker opinions, firm tradition, and targets. It will give a good suggestion of their popularity.

4. Write a listing of inquiries to ask

After totally researching totally different PR businesses, create a shortlist to contact. Earlier than you contact an company, write down a listing of inquiries to ask.

You may need to find out about:

  • Value
  • Expertise/experience
  • Earlier shoppers
  • Prior successes
  • Opinions/testimonials

See examples of questions to ask a PR agency below.

5. Have conferences

Armed along with your questions, the next move is to have conferences with totally different PR businesses. Undergo your listing of questions and collect the knowledge it’s essential decide. For these conferences, our tip is to concentrate to who you will have chemistry with. It is all the time simpler to work with people who find themselves adaptable and might have an clever dialog about your methods. After your conferences, examine the proposals you obtain, from value to technique.

6. Set expectations

As soon as you have determined which PR agency you need to work with, make sure you’ve made your goals and targets clear. Arrange a transparent line of communication, whereas additionally defining your expectations. Discuss along with your PR company about your SMART targets and determine how you will measure success.

7. Onboard your PR agency

The ultimate step to hiring a PR company is to undergo the onboarding course of with them. Work out who your major level of contact is and talk about your communication targets. Ask questions like, “How usually will we contact base?” or “How will we observe the outcomes of our work collectively?”

Inquiries to Ask a PR Agency, Company, or Rep

1. “Do you concentrate on a sure trade?

There are various kinds of PR companies (see examples above) that you simply would possibly work with. Earlier than you rent a PR company, discover out in the event that they concentrate on a sure trade or have solely labored with sure sorts of companies. This gives you an concept of how and in the event that they can assist your organization.

2. “How will you get us media protection?

It is vital to seek out out what ways the company makes use of to realize media protection. As well as, see in the event that they point out their media listing once they reply this query. Most PR businesses have a media listing and have constructed relationships with individuals within the trade. Additionally, see if they’ve any new methods or ways that you have not heard of earlier than, reminiscent of influencer marketing or guerilla marketing.

3. “How do you measure success?

An vital high quality of any advertising or public relations company is to have the ability to observe ROI. Each company ought to have a system in place for monitoring outcomes and analytics for his or her campaigns. Additionally, see what success seems to be like for them. Ask questions like “How have you ever tracked success for earlier shoppers?”

4. “How do you intend to work with our advertising workforce?

While you rent a PR company, it’s best to think about how they’ll work along with your advertising workforce. The 2 go hand-in-hand, particularly as a result of some ways would possibly overlap. Ask questions like “How do you account for our advertising workforce whenever you plan a marketing campaign?” or “How do you talk what your company is chargeable for versus our advertising workforce?

5. “What do the primary few months seem like?

Work out how they plan to get began. Do they deal with market analysis within the first few months? How lengthy would that take? It is vital to determine how they get began with their shoppers and what their technique would seem like on your firm.

6. “What’s your pricing construction?

In fact, finances is among the details you need to inquire about. Study their pricing construction. Ask questions like “Do you value per challenge, per hour, or a retainer charge?” and “How usually do you cost?” Affording your PR company is the principle precedence.

7. “Can I see work you have accomplished for companies in my trade?

Once more, you need to see that they’ve had success with different companies or manufacturers in your trade. This tells you that they could have a media listing they’ll contact immediately. It additionally lets you understand they are often profitable for you, as a result of they’ve accomplished it earlier than.

8. “Can I contact previous shoppers?

As soon as you understand {that a} PR company has seen success with different manufacturers, ask for references. Ask earlier shoppers questions like “Was [PR agency] fulfilling to work with?” and “How did they measure success for you?”

9. “Do your staff have expertise working in advertising and gross sales as properly?

This is a vital query to ask as a result of your PR company ought to perceive how advertising, gross sales, and PR all work collectively to drive gross sales. If its staff have expertise in advertising and gross sales, they’ll perceive the context of how PR matches in your technique.

10. “Who would I be working with?”

Ask about their programs. The PR company you’re employed with ought to have a communication plan in place. Work out what their workforce construction is like. Will you will have one level of contact, like an account supervisor? Or will you’re employed with a number of individuals on the workforce relying on the challenge?

11. “How can your organization develop with us?”

As your organization grows, you need to have a PR company that may perceive your wants from startup to scale up. Ask in the event that they’ve labored with manufacturers of all sizes and see in the event that they’ve labored with anybody from the startup to enterprise.

How a lot does PR value? Common 2021 Charges

In accordance with the Holmes Report, PR budgets and company spend has been growing. The variety of CMOs and CCOs who have been managing budgets of greater than $100 million reported PR has accounted for 31% of the finances. Alternatively, for firms with a finances between $75 million and $100 million, budgets dropped to six%. For these dealing with a finances between $50 million and $75 million, PR has accounted for 17% of their finances.

General, the quantity you pay for PR will differ relying on the companies you want in addition to by location. It is also vital to consider that PR businesses provide many alternative pricing constructions. Companies can cost on an hourly, retainer, or challenge foundation.

Ellie Flanagan, a senior company communications supervisor at HubSpot, says “The price of hiring a PR company can differ relying on the scale of the agency and the sorts of companies you”re on the lookout for. Most businesses invoice hourly in opposition to a retainer, which ensures a specific amount of labor every month. These prices may be between $100-500 per hour per every individual on the workforce, relying on the seniority of every workforce member. You may work with the company to find out how a lot work is required and the way skilled the workforce must be.”

Throughout my analysis for this piece, I discovered the present common value of public relations is about $3,000-5,000/month. Undertaking-based prices are usually decrease, working at about $1,000.

For instance, Paranoid PR expenses wherever from $1,450-5,000/month for a retainer charge, relying on the depth of the continued assist. Additionally they provide per-project pricing, charging round $250-500 for particular person tasks or $750-1,250 for mini-campaigns, relying on the complexity of the tasks.

Alternatively, PRA Public Relations provides pricing primarily based on totally different degree packages providing totally different ranges of service. Their packages vary from $2,500/month to $7,000/month.

Pitch PR provides a regular PR program costing $3,500. No different choices have been listed on their web site.

Bridgeview Marketing provides a number of PR packages starting from $2,500/month to $8,000/month.

A PR company could possibly be a fantastic complement to your advertising efforts, drive extra visitors to your website, and facilitate popularity administration and model consciousness.

Wish to be taught extra about public relations? Check out our ultimate guide.

Editor’s observe: This publish was initially printed in October 2019 and has been up to date for comprehensiveness.

New Call-to-action