Choosing the Right Public Relations (PR) Firm – 5 Helpful Tips

The process of choosing the right Public Relations firm can be pretty simple, especially when you hire a firm for the right reason, and you are sure that your goals will eventually drive a positive impact on your business. The process can, however, also become very overwhelming but the following tips and ideas will actually help you make the right choice in the long run.

Make adequate planning and preparation

According to the Public Relations Society of America, PRSA, deciding what your business goals and objectives are, is the most important step you must take when choosing the ideal Public Relations firm for your business. If brand awareness or making your products and services more popular within your region, is your long-term business goals, you need to choose a Public Relations firm that has the expertise and capabilities that will help propagate your brand awareness to the nooks and crannies of your region.

Defining your goals, just before you go too far will help you avoid costly mistakes, and choosing the wrong Public Relations firm. When you have a strategy, you will be able to execute your plans tactically through your PR firm. A good strategy must always start with clear goals and objectives, and as you look toward hiring the right PR firm, you must be aware of what you want to achieve. As a business owner, you should know whether you want excellent brand awareness or a PR firm that must pay attention to a specific product or thought leadership. Our goals are different, but the ideal PR firm must be able to connect with such goals.

Size is very important

Though the bigger does not necessarily mean the better, the simple truth is that larger Public Relations firms do have greater resources and larger manpower that will deliver greater results. On the other hand, smaller Public Relations firms offer more flexibility and the staffs that quickly grab the trends in public relations management. This means that there are lesser bureaucracies when it comes to hiring smaller PR firms, for this reason, hiring a smaller PR firm may mean saving more time and resources. It is very important that you identify the ideal PR firm with the right size that will fit your brand of products and services. You should go for a PR firm that has the right staffs with the right experience that meet all your PR needs.

Avoid deceits from PR firms

It is important that you pay attention to PR firms especially when you hear their pitches. Make sure you get exactly what you see. There are some large Public Relations firms that pass smaller accounts to their junior and less experienced staffs, and there are some large PR agencies that will only send their senior staffs to entice you and when you hire them, they will hand over your account to junior members of their team. Ask them questions and let them clarify who exactly will develop and execute your campaign, in order to avoid bad PR feedback and results.

Most business owners are easily carried away by the figures and accomplishments of PR firms and they don’t even bother to confirm such bogus claims as long as the PR firm has a name. Do not make the mistake of hiring a PR firm based on their past records only, The PR firm must remain relevant in the present competitive environment and must have proven results of their current engagements.

Know about their area of expertise

When hiring a PR company, you must be sure that they understand your field of industry and they can handle the basics and fundamental PR issues that affect your field. If you hire a PR agency where you have to constantly explain programmatic buying to their staffs, then you may end up achieving too little or nothing. You need to ensure that you choose a PR agency that has experience in your region and industry to avoid disappointments. Your chosen PR firm must be capable of simplifying all technical jargon in your field of interest and must also be able to provide some strong magical results.

Do they practice what they preach?

It is important that you choose a PR organization that is always a step ahead of the game. This means that the PR firm must be dynamic in every way. When making your final decision, you must put the following tips and ideas in mind; Does the PR agency has a fantastic experience with social media management? Can they effectively merge digital strategies with the traditional Public Relations management strategies, and can they actually influence the public with their campaign strategies? You can learn more about the desirable features of PR firms on this website.

If a PR agency claims it specializes in social media strategy execution, then you must confirm by checking whether they regularly update their blogs and social media platforms. Also, you must check the number of followers they have and how many engagements or activities happen on their posts, videos, and other contents.  You can easily make a decision about a PR firm simply through their online presence- this is the ideal way to know if they actually practice what they preach.


In conclusion, it is important that you consider all options when you hire a PR firm. If you have your own PR staff, you may want to incorporate such internal PR expertise into the external PR strategies to facilitate a smoother and even more efficient execution of your Public Relations strategies. The PR firm you intend hiring must have some knowledge of your products and services. Experts in Public Relations also recommend that you have a clear PR budget before hiring a PR firm. The reason for this is that incidental spending and Ad expenses can add up quickly and shoot beyond your budget capacity, which may impact on your finances negatively. You need to be sure that you are excited about an idea that your chosen PR firm is offering to you- that is one of the surest means of confirming its seriousness.

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About Dequiana Jackson

Dequiana Jackson, Founder of Inspired Marketing, Inc., helps overachieving women entrepreneurs conquer limiting beliefs and create marketing plans that grow their businesses. This includes one-on-one marketing plan development, digital product creation, web design and content marketing. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog,

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