Jim James outlines three things to check when hiring a PR agency: what it actually does well (writing, press relations, your industry), what it costs versus what you get, and what measurable results it promises to deliver and when.
Hi, welcome to the PR FAQs. My name is Jim James and we are recording live here at our Beijing studios. Today's question, how do you evaluate a PR agency? Well, there are really many, many ways, but I would like to think there are probably 3 that really count. The first is, What capabilities are you looking for and what capabilities does your agency have? Are they a B2B agency or a consumer agency? And are they good at writing or good with social media? Do they have great press contacts? So look for capabilities. You can ask them about those and you can test them on them. The second is that PR costs money. Not all agencies are created the same. Big MNC agencies will cost you more. Local independent agencies May provide better value for money. So look at cost, but remember that PR isn't just a cost exercise. It should be helping with your overall marketing and sales exercise. So look at the results. Ask your agency what results they're going to get for you, when they're going to get them, and how they're going to tell you which results they're getting. So look at those 3 things. So how do you evaluate an agency? Look for those 3 things. Look for capabilities, cost, and results. Good luck. Thank you.
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