5 ways to tell if you have the right PR firm

From: http://www.bizjournals.com/

As with most decisions to fire or terminate a service you are using that isn’t working out, the main regret that companies have when they fire a public relations (PR) firm is that they didn’t do it sooner.

Public relations is one of those services that you know you need, but is often difficult to quantify.

Frequently I have asked and heard people ask others, “Do you work with a PR firm? If so, how’s it going?”

And almost as frequently the answers are vague, but people remain with their firm because they know they need one and better to stay with the devil you know than the devil you don’t.

That is why it always catches my attention to identify a PR firm that takes the time to get their client’s situation, get where the person they are speaking to is specifically coming from (and I mean the particular person they are dealing with regarding their job and career) and gets where that client and that person wants to go.

One such firm is Los Angeles-based Olmstead Williams Communications, which provides business-to-business PR and public affairs. Technology, healthcare and professional services firms call them for strategic communications plans that result in brand awareness and increased revenue.

CEO and president, Tracy Williams is one of the sharpest, most astute and razor-sharp business professionals I have met in and out of PR.

Therefore, I asked Tracy to select five red flags to enable you to fire an underperforming PR firm sooner than later or at least kick them in the rear end to see if they can correct themselves.

The following 5 wake up calls tell you it’s time to consider making a change or at least use them to see if you can salvage the PR firm you are already working with, so you don’t have to start all over.

And by the way, if you’re thinking of hiring a PR firm, you might want to ask candidate firms what they do in each of these areas for their clients and to give you specific examples.

1. Does my PR firm call me regularly?

Out of sight, out of mind? If you’re not hearing from your PR firm regularly, they’re not paying attention. You should be on a cell phone, text and email basis with your PR account leader. You both should enjoy working together.

2. Has my PR firm taught me anything new?

Good PR firms bring their clients new ideas — “aha” moments that energize and show the agency is thinking creatively about your pain points and how to reach your customer. Good PR means constantly brainstorming ideas to target your customers, challenge conventional wisdom and achieve your objectives.

3. Does my PR firm monitor results and engage in discussions about return on investment, or do they wait for my call?

Good PR firms are proud of their results. In our agency, we have cowbells on our desks and ring them when we get a “hit” — that’s an article or a good share on social media. And we can’t wait to calculate key performance indicators and ROI. Your PR firm should be the ones to call for a review about how the public relations program is working and they should be eager to discuss what’s next.

4. Does my PR firm know when to say no?

Good PR firms challenge you with ideas and statements that take you out of your comfort zone. It’s critical that your PR firm level with you to maximize your time and resources. If not, you’re wasting money.

5. Does my PR firm let me know when things aren’t going well?

It’s the PR firm’s job to report their bad news — just like they tell you to do in a crisis. Your firm should know right away when a project doesn’t appear to be having the desired effect and recommend adjustments or program pivots. It’s not about blame. It should be an ongoing dialogue in an environment of transparency and teamwork.

PR doesn’t have to be as mysterious and elusive, as is often the case. If you use these 5 warning signs, they will greatly help you in getting the best and most out of whatever PR firm you do work with.