How do you choose the right PR consultant for your needs?

In my experience, finding the right PR consultant can make all the difference in effectively managing your reputation and achieving your communication goals. Taking the time to define objectives upfront helps you pinpoint the expertise and experience you need. It's like having a compass to navigate through the sea of options. 🧭⚓ #PRStrategy #ReputationManagement

A realistic and specific set of objectives at the onset of the relationship is critical, no doubt. However, these objectives often get lost in the shuffle once work begins. Hiring the right PR rep could make all the difference, but it's more about both sides staying engaged, keeping an open dialogue, and crushing micro-objectives to ensure consistent output. Don't stress so much about the choice, it's more about what you do when they're actually hired. The best fit doesn't always mean automatic success.

It helps to have your budget planned out as part of this stage. Dont make the rookie mistake of trying to find out what someone "charges" first in the hopes to negotiate. A legit professional will just turn you away/not take you seriously. Be upfront when you share your objectives - have bullet points and your already allocated budget # as part of that. The right pr pro will let you what is doable if anything.

We look at the overall objective of the project at hand to determine the right PR Expert to engage. Experience also matters a lot in the regard. From past experience engaging PR consultant, the knowledge of the industry or sector is key as this help in designed, communication and stakeholders engagement.

It's incredibly important to consider industry-related experience. Make sure your PR specialist understands industry trends and can navigate complex themes related to your field. For example, if you're in the life science, medical, or biotechnology fields, focus on finding a science communications and public relations expert that can help you navigate common misconceptions that the public may have, rather than someone who may have only worked with non-technical fields.

This might not work as well for PR pros vs in other industries. I would rely on getting referred by another client - find someone whose public presence you are impressed with and ask them who they use for PR and if they are willing to make an introduction. The reason for this is PR pros get inundated with leads who.dont qualify as clients. Kind of like being a hollywood producer i suppose. Or a Ferrari dealer. The really good ones arent going to be that easy to get their attn, let alone be maintaining googleable websites where anyone can find and harass them. You generally have to pitch a (qualified) PR pro to take you on as a client.

While experience is valuable, it's not the only factor to consider. A PR consultant's ability to adapt to new challenges and industry trends is equally important. Look for consultants who demonstrate a willingness to continuously learn and grow, as well as an ability to provide innovative solutions in a rapidly evolving business landscape.

At PR agencies, publicists are trained to always say "we did x" instead of "I did x." When I hear "we" in interviews, I like to drill down to determine if it was a collaborative effort or something the individual accomplished on their own. I worked at a PR firm where they gave an award for Hit of the Month. This pertained to a pitch that illustrated strategic thinking as opposed to getting a major placement with a product that media already wanted to cover (like a highly anticipated video game). As part of drilling down, I like to ask candidates what they view as their most recent hit of the month. It can relate to wins in other roles unrelated to PR.

Ask each of the shortlisted agencies to supply you with the contact details of 1-2 current clients; then call them. Although the agency may have primed their clients to only provide positive information, the clients can still provide a client-side perspective of the agency, ie, what it's like to be on the receiving end of their services. If the agency is unwilling or unable to give you these contact details then akd yourself why (and delete the agency from your shortlist).

When boosting my LinkedIn, I needed a pro PR consultant. Met Tom, all talk, no show. Remembered an old saying, "Never trust health advice from an unfit doctor." Then found Shanee Moret. Her portfolio: top-notch LinkedIn campaigns. But expertise isn't enough, she needed to share knowledge. Found she'd mentored successful entrepreneurs, validating her mentoring skills. Her industry connections were rock solid. Hired Shanee, we tagged teamed LinkedIn, blew up my brand. That's it: you need proof of work, knowledge sharing ability, and industry familiarity in a PR consultant. Let's go!

Choosing the right PR consultant can indeed have a significant impact on your business growth. A skilled consultant not only helps in enhancing your reputation but also brings fresh perspectives and industry insights to the table. With their expertise, you can navigate the complexities of PR and achieve your desired goals. 🌟🚀 #PRExpertise #BusinessGrowth

The ability and willingness to assertively decline client requests is a fundamental aspect that in-house PR/comms person should carefully consider. PR agency's primary responsibility is to advocate for the client's best interests. However, practical experience has shown that some PR agencies tend to readily agree with clients' requests without critically examining them or posing essential questions. I personally value collaboration with a PR agency that isn't afraid to challenge me. This indicates they are diligently researching and ensuring that their strategic recommendations are of the highest quality.