How to evaluate PR agencies, especially after you’ve been burned by one

Lately, we’ve been fielding a lot of calls from tech companies that fired their agencies and have gone without PR support for a few months (one for more than five months). Now they realize they absolutely need strategic communications support and are cautiously evaluating PR partners. Sadly, their frustrations with prior agencies are relatively common. From my experience listening to these brands, the top four reasons they sack their agency partners are:

1. Poor writing (and I mean terrible writing). Bad press release copy, no ability to tackle long-form articles and failed attempts to deliver copy for marketing collateral and owned channels like product fact sheets and blogs.
2. Junior staff who can’t connect with their subject matter experts or don’t possess expertise in a particular tech field or vertical.
3. A lack of proactivity. The agency is calling the client, asking what they want them to do instead of generating creative ideas themselves.
4. A lack of understanding of the stories an agency should be telling, leading to incorrect or mismatched ideas that don’t align with specified business or communications goals.

These companies soon discover that the agency they selected offered them a sweet retainer of a few thousand dollars a month and yet, as you look at the money spent for such meager returns, it was in fact a failure on both sides. The agency team was set up for failure by their colleagues who won the deal, and the client wasn’t provided with the expert team they expected.

The lesson learned? Evaluate your potential agency partners more closely, and pay the fee for the most experienced team to work on your account. Then you’ll have the impact that you hoped for from your investment. In addition, be sure to have your CEO and subject matter experts meet the agency before signing, including the team that will be working with you. Your leaders can get a sense of the agency’s understanding of your industry and your business goals.

But let’s dig a little deeper. Why are so many companies feeling burned by their PR agency relationships? Here’s a breakdown of some common reasons:

• Misaligned expectations: This is one of the most common reasons for dissatisfaction. Companies might expect more media coverage, better placements or faster results than what’s delivered.
• Lack of transparency: Companies might not be aware of what the agency is doing for them because of poor communication, lack of detailed reporting or hidden costs.
• High costs with low ROI: PR agencies can be expensive. If a company doesn’t see a clear return on its investment, it will inevitably feel burned.
• Poor communication: This can manifest in many ways, from a failure to accurately report on campaign progress and ongoing initiatives to a general lack of responsiveness to not listening to a company’s concerns or feedback.
• Inexperienced staff: Some agencies might assign junior or less-experienced staff to handle accounts. This can lead to mistakes, oversights or just a general lack of savvy in executing media relations. You don’t want the wrong staff on your account reaching out to reporters or attempting to write a byline—it’s a one-way ticket to a reporter calling them, or you, out on social media for not understanding their beat, for being too promotional or trying too hard to land a story they’re simply not interested in.
• Lack of customization: PR is not one size fits all. If an agency applies the same formulaic approach to all clients without customizing the strategy based on a company’s unique needs and goals, it can lead to ineffective campaigns.
• Changes in agency personnel: Sometimes, companies build a relationship with a specific individual at the agency. If that person leaves or is reassigned, the transition can be rocky, especially if the new person does not match up in terms of skill or rapport. However, if you selected the agency because of the team’s collective expertise, these transitions can go very smoothly.
• Overpromising and under-delivering: If an agency promises the moon but delivers far less, companies obviously will feel let down. It’s essential to set realistic expectations together. If an agency is making wild promises, it should be a red flag. Effective PR takes time.
• Lack of proactivity: Companies hire PR agencies so they can be ahead of the curve, anticipate potential PR crises or capitalize on PR opportunities. If an agency is always reactive rather than proactive, the client can miss opportunities or find itself with bigger PR issues.
• Not understanding the company or industry: If an agency doesn’t take the time to completely understand the company, its products, its culture and the industry landscape, it can make misguided decisions or offer irrelevant advice.

It’s worth noting that many companies have long-standing, productive and mutually beneficial relationships with their PR agencies. We count ourselves in that winning category. In fact, I built Red Fan after having experienced both sides. It often comes down to clear communication, setting the right expectations and regular check-ins to ensure alignment.

When you shop for the perfect PR partner, you should take certain steps to identify the best fit. Read on for some things to take into consideration when finding the right partner.

1. Define clear objectives: Before reaching out to potential PR firms, companies should fully understand what they hope to achieve.This can range from increasing brand awareness or managing a crisis to launching a product or rebranding.
2. Research and shortlist: Start with a broad search, then create a shortlist based on agencies that specialize in your industry and have a good track record or come recommended. Past performance can be a good indicator of future success. Look at their past campaigns, the challenges they faced and the results they achieved.
3. Reputation and references: Look at the agencies’ reputations. Who are their past and current clients? Are case studies available? Always ask for and check references.
4. Assess their expertise: Ensure the agency has top experience in your specific industry or area. An agency that knows your market will be much more effective.
5. Look for proactivity: You want a PR firm that doesn’t just follow orders but also brings its own ideas, strategies and solutions to the table.
6. Check their media relationships: One of a PR agency’s main roles is to have strong connections with the media. Evaluate the strength and relevance of those relationships.
7. Evaluate communication: A good PR firm should communicate effectively and transparently. Pay attention to how they communicate with you during the selection process.
8. Ask about their team: Who will be directly responsible for your account? Make sure that you meet and feel comfortable with the team members who will handle your projects.
9. Transparent pricing: Understand their fee structure. Are there any hidden costs? A clear understanding of costs can prevent disputes later.
10. Cultural fit: It’s not just about expertise. The agency should understand and fit well with your company culture, values and ethos.
11. Ask for a proposal: Once you have a shortlist, request a detailed proposal from each agency on it. This should outline their suggested strategy, tactics, deliverables and pricing. It gives you a taste of how they approach problems and solutions.
12. Flexibility: Ensure that the agency can adapt to changes and pivot when required. The world of PR can be unpredictable, and you want a partner that can handle unexpected challenges.
13. Check their crisis management capabilities: Even if you’re hiring them for a different purpose, it’s good to know if they have experience in crisis management. Crises can emerge suddenly, and having an experienced agency is invaluable.
14. Continual learning and adaptation: The media landscape and digital platforms are constantly evolving. The agency should be up to date with the latest trends, tools and platforms.

Remember, the right PR firm will not serve as just an external vendor but also as an extension of your team. Mutual trust, respect and a shared vision are crucial for a productive partnership.