Every week I sit down with CEOs and CMOs who believe they need a PR agency on board. When I sit down with companies of all sizes to talk about their search for a PR agency, I often find they already have a preconceived notion of what a PR agency will actually accomplish.
But when they meet with our team, they are delighted to learn that a strong PR partner is thinking about more than just getting ink; they are thinking about business objectives and implementing engaging strategies through a strong and integrated public relations campaign. The right PR partner is an investment, not just of money but of time. The search and selection of a PR partner needs to be done wisely.
Absolutely one thing is for sure: A business can’t hire a PR agency until they have their own ducks in a row so that they can clearly outline both the business and public relations goals that they would like to achieve. These goals often fall into categories based on the timeline of the company: