THERE always seems to be a big question as to how companies can find the most suitable communications, marketing, advertising or public-relations (PR) agency that they can work with, given that there are so many choices out there. Every agency has its own strong points, and what’s important is for the company to determine what exactly it is looking for in a partner.
I call it a “partnership” because the company and the communications agency should try to establish a solid working agreement right from the beginning. This way, both can mutually benefit from each other, either for a short-term project or for an extended engagement.
The search for a PR agency/consultant or partner will depend on several factors, which the client-company should already list down, according to its requirements and expectations.
Factors to consider
HERE’S a quick and simple checklist of what companies should look for in their communications partner/agency:
1 Is the agency trustworthy? Trust is always a major consideration when selecting the PR consultant or agency you want to work with. A PR partner can be likened to one’s lawyer, to whom you reveal important and sometimes sensitive information, so you must be certain that such information will be always kept in strict confidentiality.
Trust is a basic requirement for any partnership to prosper, and the way to ensure that this element will be present is to check out the agency’s background. How long has it been in business? Who are the people behind it? What kind of projects does it take on, or what are the projects that it is associated with? How is it regarded in the industry?
2 What is the agency’s track record? How did the agency perform in the past? Secondary to the trust factor is the agency’s track record and its accomplishments. Who referred you to this agency? Was he or she a happy customer? If you’re checking out the agency through its website, what are samples of its previous and current projects, and what is the level of success of these projects? What kinds of clients have trusted it—are they the big, reputable companies or just small, one-time projects that no longer exist?
If you can talk to one or two former or current clients, perhaps, you can ask them for their comments or about their experiences with this agency. Here in the Philippines, because of the highly personal nature of the Filipino working relationship, I have discovered that personal references often work best when clients have to decide between two potential partners with similar qualifications. People will go for the one their friends or peers recommend over the one they don’t know.
3 How solid is this agency in terms of stability and financial capability? Will the agency be able to meet government regulations, such as taxes and the need for receipts? Before one can start doing business with an agency, one must be sure that it is, at least, reliable, sound and stable.
In recent years, the practice of pitching or bidding for an account or a project has been adopted by many companies, precisely because there are so many potential or competing agencies or PR consultants to choose from. In many cases, it has also become a requirement for the financial departments of these companies to request for at least three bids or quotations, so they can compare the financial viability or stability of their partner.
From the PR agency’s standpoint, we feel that the practice of bidding can sometimes be open to abuse, to the extent that it becomes nonproductive or not commensurate to the efforts that we are expected to exert when we are asked to pitch for an account.
I think what is ideal is for the client or company to already draw up its internal standards or measurable qualities of what it is looking for in its partner agency. Based on these standards, it can shortlist the agencies it will invite.
4 Are you prepared to share the following information with your prospective agency? When briefing potential partner agencies, it is helpful to be upfront about the following:
- What is your budget? What are your terms of payment?
- Duration of the engagement (one-time, short-term or long-term project)?
- Expectations from the agency (Do you want it to present just its credentials, or would you require it to come up with a specific plan of action?)
- How often do you want to meet with your agency?
- What type of team are you expecting to service you? Do you want no less than the CEO, or would you prefer to have an entire management team, aside from a day-to-day account manager?
Having outlined these factors then, the company can already issue an invitation to three to five preselected potential partners and give them these predetermined criteria or factors for selection, so that the candidate agencies can also choose whether they want to participate or not. This way, the pitch will be fair to both sides.
5 What are the values of your potential partner? Is it transparent, loyal, creative and credible in the industry? To quote an article published in PR Matters on September 22, titled “The Value of Values” and written by Milen Sison-de Quiros: “Values are everything in PR…our values need to penetrate the heart of our being and show themselves in our conduct and actions, both inside and outside the office.” I have to agree that a PR agency’s values must be in sync with the client’s, so that their working relationship would be harmonious and productive.
It is, therefore, important for companies to conduct their own research on what kind of agency they would like to work with, because this agency will represent them to the media and to other suppliers. Thus, its credibility is a vital factor.
“You are the company you keep” an old saying goes, so your choice of a PR partner should reflect your own values, reputation and credibility, so that the results of your partnership will be excellent and very productive.
Joy Lumawig-Buensalido is the president and CEO of Buensalido & Associates Public Relations.
PR Matters is a rotating column of members of the local chapter of the United Kingdom-based International Public Relations Association, the premier association for senior PR professionals around the world.
PR Matters is devoting a special column each month to answer readers’ questions about public relations. Send comments and questions to askipraphil@gmail.com.