Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. ~ Wikipedia
In today’s world of social media and constant connections, one cannot ignore the importance of public relations for growing businesses. Social media has only made it more crucial and always-on to maintain a good image for companies. One wrong step can lead to a public relations nightmare with viral images and tweets on social media.
In this article, we explore the qualities of a good and effective public relations company. If you run a business, these tips will help you hire the right PR agency for your firm. For others, it will serve as a quick guide as to how PR companies operate. If you find yourself equipped with the skills necessary for running a good PR company, you can start your own PR agency.
What do PR agencies do to manage the reputation and image of companies/businesses?
- Write and distribute press releases
- Write speech for public appearances
- Introduce company/product to journalists
- Create & execute events for public and media relations
- Market research about the company’s image/branding/recall
- Blogging for business websites (both company or external sites)
- Managing social media promotions & outreach
- Handling negative comments online
How to find one that fits our personal and business needs, especially if we need our advertising dollars spent so both our community, as well as others, can be targeted?
Public relations is all about connecting with people. That’s why it is imperative that you know the people who you want to reach out to. If you are looking to market a product or create PR for an Indian product, you should be familiar with the culture and history of the Indian people you want to target. For the Latino, African-American and Asian-American communities, businesses must choose a multicultural PR firm in order to achieve the results they desire. However, there are other things to look for in your PR firm along with ensuring the firm knows how to target your specific community.
Small Team Enough for PR Agency
The first thing to look at is your advertising budget. Of course, in most cases, you own a small business and do not have the huge amount of money that large corporations have to spend on advertising. In addition, if the truth is known, you do not actually need a large group of 20 or more individuals working on your PR campaign. All you really need are a few select individuals that understand how to create the right message to those in your community and even to others on a larger scale.
In the majority of cases, when choosing a smaller PR firm, you will have more personal attention to your campaign than if you chose a large firm as you may not even speak to the person that is writing your messages or creating your videos. With a smaller firm, you will be more involved in the entire campaign and will be able to express your own thoughts.
Create a Track Record
The second thing to look at when hiring a PR firm is their past record. Have they worked with other companies in your industry? Do they have references and can they provide examples of past campaigns for others that speak the same language as your community?
In order to be successful, you will need advertising in more than one language so you can build your business. Just because you are in a Latino or other community, does not mean that other cultures may not wish to try your products or services, thus the reason to ensure your campaign is created in more than one language.
Understanding of the Market
Thirdly, you need a PR team that understands your business as well as your own values. In order to brand your product or services, the PR firm you choose must understand the importance of your business and how you wish to present yourself and your company to the world. If you have a restaurant that is family owned, you want to instill those family values throughout your campaign, therefore you need a PR firm that understands the best way to present your restaurant to the world.
Social Media & Web Proficiency
Fourth on the list is to ensure the PR firm knows how to market your website via social media and which advertising campaigns online will ensure new targeted traffic. A good PR firm will know how to bring quality traffic to your website that will convert them into new customers, so your advertising dollars are not spent on traffic that is only curious and is not looking for your type of business or product.
Based on these four main traits, you can easily pick the right PR agency for your company. If you are an enterprising individual who can bring together a small team of qualified individuals with good communication skills necessary for PR agency, you can also start your own journey of building & managing reputations.