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Finding the Right PR/Marketing Firm

Guest post by: Harvey Farr

Article Overview: Not all PR/marketing firms are created equal. Certainly, not all are a good fit for your organization. That's why sometimes it makes sense to get professional help when doing an agency search.

Finding the Right PR/Marketing Firm

Engaging the right public relations, marketing and/or advertising agency is not always as simple a task as it appears. When companies venture out to find marketing representation, they often do what most people do when searching for a new business relationship -- ask someone who has worked with a PR consultant for a recommendation. Getting recommendations is a good place to start, however, just because a friend or associated has had a good experience with a PR consultant, doesn't mean you will.

That is why firms often engage the services of professional search firms to find the right marketing consultant. As a PR/marketing consultancy firm, and having participated in dozens of searches (on both sides), we are often engaged by companies to help them find the right marketing firm that suits their needs and budget.

The factors that we consider when undertaking an agency search include: agency size, industry experience, account team, billing practices, success ratio and chemistry. It simply is not enough to hire a PR/marketing/advertising firm because they say they know your business and can do a good job for you. First, who will actually work on your account? How many companies in your industry have they represented and how successful were their campaigns? Where do you place in their client roster and how much attention will they give you? How will they bill you? Are there hidden costs, mark-ups or overhead charges that you need to be aware of?

These are questions that we take into account when doing an agency search.

Our process is simple. First, we meet with our client to ask the right questions -- what are your goals and objectives? What are your industry challenges? What has been your experience with other PR/marketing firms, if any? And so on.

We then create an Request for Proposals and send it only to our data base of firms that we believe match they type of firm best suited for your needs. Our data base is entirely objective. We have no relationships with any agencies and take nothing from them at any time. Our sole intent is to locate the best firm for you.

When we receive back responses, we narrow down the list to three to five firms that demonstrate they are the best candidates. Then, we arrange presentations where our client gets to meet and hear from each agency. Before this happens, we convey to each firm candidate what the expectations are so the presentations are on target.

Next time your company decides to venture on a search for PR/marketing or advertising representation, consider the services that we have described above. It will save you considerable time and money and will connect you with the right firm for a successful relationship.

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Article Tags: advertising, agency, agency search, consultant, finding, locating, looking for, marketing, PR, searching



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