Seasoned communications managers know that PR is a cost effective way to get their company’s message to the right audiences and that it should be part of every marketing communications plan. In addition, these same managers know that hiring a public relations agency is a smart decision if they do not have the capacity to manage it internally. Even if you do have an internal PR team, there comes a time when an outside agency can help, says John Biggs, editor-in-chief of the awesomely awesome CrunchGear.com:

“The best time to hire a PR company is when you are too deep in your own product to tell your own story. PR agencies can cut through the mental clutter and expand your potential reach exponentially.”

Well said, Biggs.

So, whether you are swimming in internal mental clutter and/or don’t have anyone on board to help manage your PR efforts, it’s worth considering an outside PR agency. This brings us to the question: “How do I pick the right PR partner?”

Whether you are looking for an agency to help you with traditional PR or one to execute a social media campaign, there are common threads to look for that can help you find the right partner – and those threads are experience and communication.

Experience:

When vetting possible partners, look for those with experience in what it is you are looking to accomplish. It could be a company feature in Entrepreneur magazine or executing a successful Twitter contest, but be sure the agency has a proven track record for those specific goals. Conversely, it’s important not to immediately diss an agency if they don’t have extensive experience in your “space” (audio, cloud computing, fashion, etc.).

Further to that, all legit agencies have access to the same media database and the same contacts. If the agency is stacked with good PR account team members, they will be able to forge relationships with the right editors. PR is, in general, handled the same way whether you are talking to a parenting editor or a technology editor — research is done to be sure your product/service is of interest to them, and if so, you contact them with the facts and treat them like human beings. It is certainly a bonus if the agency already has some clients in your space, but it should not be an immediate deal-breaker for the others.

Don’t know where to start to whittle the playing field? Here are a few ways to get some initial recommendations:

• Do research on companies you admire and look up recent press releases online. If they have a PR agency, the contact will be listed on the release. Even if it is a big company with an even bigger budget for a global PR firm, that global firm may have a boutique public relations agency to which they can refer you.
• Read PRWeek to see what both large and small companies are doing. Read sections about new hires, innovative campaigns, success stories, etc. and do some research on those agencies that peak your interest.
• Think of a comparable company in your space with a great media presence and call their agency. Even if they are a competitor of yours, the agency may be able to refer you to someone else.
• Join some marketing communication groups on LinkedIn and ask members for agency recommendations.
• Call a member of the press in your space and ask them to name a few agencies they would recommend.
• CONTACT BLASTmedia! Our client industries are varied – we may be the right partner for you!

Communication:

You’re 20 minutes in to your first meeting with a potential agency — how do you feel? Do you feel relaxed, comforted and excited, or did you feel formal and like you’re being “sold”? The way you feel immediately with an agency or an agency rep is likely the same experience an editor feels when speaking with them for the first time, so pay attention.

The basis for any good PR account rep is exceptional communication — knowing how to connect with people on a basic level and making them immediately comfortable in the conversation. Whether you are talking to a junior rep or one with 10 years of experience, it’s important to note how you feel around them — I’ll take a smart, thinks-on-her-feet  22 year old vs. an over-confident, formal (“seasoned”) veteran any day.

Also, ask a potential agency how often you can expect communication from them when it comes to activity and results. Some agencies will skate by for months doing “research” or formulating strategic plans, never being held accountable for progress on their work.

At BLASTmedia, we provide both weekly recaps of PR activity to our clients as well as comprehensive, monthly updates that detail all successes, challenges and pending opportunities…beginning the first week of the campaign. Regular communication and reports allow for regular adjustments of campaigns and ensures we don’t get too far down a track that isn’t moving the needle for our clients.

Our business development manager, Carey Driscoll, also recently provided a list of top questions to ask PR firm, which may also be helpful in the selection process. Above all else, don’t forget to trust your gut. If it walks like a duck and talks like a duck, it’s probably a duck.