Hello SOTGC community,
After you’ve decided to invest in hiring a PR agency to help brand your business it is important to make sure you’re getting the most bang for your buck. We have the five best ways to ensure you’re getting the most from your PR agency!
Research different agencies and ask a lot of questions: When searching for the perfect PR agency, there are many internal factors to consider: does your brand have an established fan base or is it brand new? Is your e-commerce site fully functional? Are new designs released on a daily basis? These elements, and others, are all taken into consideration when a potential agency predicts the volume and quality of credits your brand will get. Your ideal agency should have enough experience to be able to look at your brand and set realistic expectations and goals. Always ask for samples of the agency’s past work as an indicator of the possibilities to come. Come in with expectations up front and revisit these goals periodically with your agency so you can hold them accountable to their predictions and promises.
Align sales with PR: Of course the more press your brand receives, the more sales you will acquire, however you still need to utilize the right tools to capitalize on this growing buzz and recognition. Press hits will interest audiences, but the goal is to turn these parties into long-term customers. We cannot stress enough how important a working e-commerce site is, not only for sales, but as a way to build on the portrayal of your brand. More importantly, your sales function should align with your PR initiatives and you should be prepared for all the positive press you’ll receive! Your sales team should use your press credits to pitch to potential buyers to demonstrate your brand’s credibility.
Let your PR contact speak for you: The reason you hired a PR agency was to let the professionals be the sole contact for all things media related so try not to interfere! Attempting to conduct your own PR while also having representation may, inadvertently, result in fewer credits due to media confusion (i.e. they won’t know who to reach out to- you or your agency). To keep things clear for everyone, list your PR contact on your website and linesheets and forward any media requests that may have accidentally been sent your way. This isn’t to say that you should ignore what your PR agency is doing, but rather spend your time ensuring that your PR initiatives and business operations are consistently coordinated.
Keep them in the loop: Though your agency should be the ones to keep in contact with the media, it is essential to communicate with your agency on a regular basis for a successful, ongoing relationship. Day to day operations and requests vary for your agency so being available to send over last minute samples or images is crucial. Also communication is key in keeping your agency up to date with product updates or other business developments so they can pass those along to their contacts.
Ask your agency to explain analytics and progress: The information your agency gives you to evaluate the success of different products and designs is useless if you don’t understand it. If you have a question then ask!