3 Signs You’re Hiring a PR Agency Rock Star

If your business is hiring a PR agency, you’ll want to hire a rock star—not a PR wannabe.

Admittedly, it’s often hard to tell the difference since there are so many misconceptions about public relations, including what it contributes to your business and how to measure results.

One common belief is that PR practitioners are “good with people.” Of course, we all want to work with pleasant individuals. However, if your aim in hiring a PR pro is to achieve business results, look beyond the friendly smile for the following signs.

1: An interest in your overall business

A PR professional worth hiring wants to know everything about your business … not just the aspects typically associated with communications.

When hiring a PR agency look for an inquisitive team who asks about your objectives, the competitive landscape, your marketing plan (including creative executions), and your customers. The answers to these questions help the PR pro develop an appropriate strategy that truly helps your top or bottom lines—maybe even both.

2: Success does not equal audience impressions

When hiring a PR agency, ask how they measure program results.

Several years ago, the Canadian Public Relations Society standardized media relations measurement with Media Relations Rating Points. Ask potential PR hires if they use this system—it’s considered the standard in Canada.

While this method includes audience impressions (more accurately called “opportunities to see” as there’s no guarantee a media outlet’s entire audience actually saw an interview or read an article), it also includes more valuable qualitative metrics.

These qualitative measures reflect how your company creates value and drives business.

For example, when you develop a TV campaign, what elements must be included in the creative? Use those elements to evaluate your publicity campaign by giving points to coverage that mentions your brand, includes an appealing photo, and incorporates messages that encourages the viewer to consider your brand in a positive way.

If possible, measure PR efforts by real business results: increases in brand awareness and preference, website visits, the number of leads generated, and more. The metrics selected will depend on your objectives and the type of PR program implemented.

3: Ability to work with other agency partners

The PR agency rock star plays nicely in the sand box.

If your company works with a team of marketing agencies, make sure your PR firm is collaborative. Before signing on the dotted line, ask them about other projects where they worked with a team of marketing professionals.

When checking their references, ask their clients about this quality—or ask the PR firm for references from advertising, promotion and event planning companies.

You can’t afford to make a mistake

If you’re hiring a PR agency, you don’t want to make a mistake. In today’s hyper-competitive world, your organization needs rock stars of all kinds to thrive.

Hire the PR professional who’s interested in your business, understands how to measure results that affect your business and is able to collaborate with your entire team.

Do you work with a PR agency rock star? What qualities set them apart from the PR pretender? Let us know in the comments below.

3 Signs You’re Hiring a PR Agency Rock Star