This is a fantastic article written by Katie Morell and posted on American Express Open Forum I could not have said it better myself..well maybe I could have..but I liked what she had to say and feel CIV would pass the test with the highest rating….my comments have been added in bold…
Think about the last great article you read. The piece may have mentioned a few products or companies—possibly prompting you to research them in more depth. Chances are, a public relations firm was behind that placement.
Editorial placements can turn into big business for companies of any size, giving organizations a credibility lacking in traditional advertisements.
If you’re looking for a PR firm, here are 10 questions to ask before signing a contract:
Do you specialize?
PR firms come in all shapes, sizes and specializations. Some are experts in travel, others in home design, and others in entertainment. It is important to find an agency that knows your business. Yes, it is best to find an agency that knows intimately and has strong relationships with the media who cover your products and services.
“If you can work with an someone who knows your industry, there will be less of a learning curve and it can really work to your advantage,” says Jenna Oltersdorf, principal at Snackbox, a public relations and design firm in Austin, Texas. “If you can’t find someone who knows your specific industry, find someone who knows about something that parallels your industry.” This is so important to make sure the pr agency speaks the language of your specialty – you should not have to educate them about your product or services – the best matches are when the agency seamlessly becomes the mouthpiece for your brand – make sure when they open their mouth they know what they are talking about!
Who will be working on my account?
According to Oltersdorf, some agencies will send out their A-players to pitch, but then assign your account to another team with whom you’ve never met. It is important to meet the team/person who will be in charge of your business right off the bat. This is a no-brainer – and why sticking to a boutique agency is best. I personally spearhead every client account and when pitching or meeting with a media director or other senior management its me that goes to the meeting and makes the placement!
What will be your approach to promoting my product or service?
“You want to make sure your PR agency is on the same page as you are,” says Jennifer Berson, president of Jeneration PR, a public relations firm focused on fashion, beauty, and lifestyle, based in Sherman Oaks, California. “You want your public relations approach to be in sync with your sales and marketing goals. Your agency needs to understand your products, competitive advantage, brand history and story.” Partnerships are like a marriage, one always needs to know what the intentions and goals of the other partner are or neither partner will feel fulfilled - sharing goals and successes are all part of the program…
How do you measure results?
This can be tough. Editorial placements are never guaranteed, so it is important to have a frank conversation about metrics.
According to Berson, most firms will measure ROI based on a comparable ad placement. For example, if a firm lands you a full-page story in Vogue, they may value the placement at the rate of a full-page ad in the same magazine.
“Circulation of the magazine and impressions are also important,” she adds. “That said, there are also things a firm can secure that aren’t measurable, such as brand awareness.” This is where I disagree totally…Industry metrics show that publicity is valued 3 to 4 times the comparable ad rate – which positions pr as a much more valuable tool. Consumers today are savvy and know the difference between when a brand purchased an ad or receives coverage from a third party via publicity placement…
What is included in a typical contract?
Before signing on the dotted line, make sure you are on the same page.
“Ask when they expect payment, what happens if payments are late, etc.,” Oltersdorf says.
Equally important is determining how expenses will be handled.
“Ask if your firm will charge for phone calls, packages, etc.,” suggests Berson. “Make sure there won’t be any surprises.” Yes, all of these items are spelled out clearly in your contract and services should not be on a chinese menu of pick and choose – a good program should offer everything that is needed for one retainer that allows you to see the results you saw in their portfolio!
How much do I need to spend to achieve my goals?
Editorial placements can take time. It is very rare for a PR firm to hit the ground running and have a story appear in The New York Times two days later. Newsstand magazines can have three-to-six month lead times, turning goals into a waiting game.
Come prepared to talk about goals right away, Oltersdorf recommends.
“Tell them what you want and ask them how many hours it should take,” she suggests. “Remember, it is always okay to negotiate. Make sure to have upfront conversations about money tied to goals.” A good seasoned publicist/pr agency would never enter into an agreement where they did not know that they would be successful – why would you want to generate bad press about your own agency – unfortunately I hear all the time about pr agents who sell a huge line of BS to get a client and don’t deliver – ask the agency’s previous clients about their integrity and standards…
What do you need from me to hit the ground running?
Before interviewing a PR firm, gather together materials that will help them do their jobs more efficiently.
“A brand needs to be ready with product samples for media outreach,” says Berson. “Also, make sure to have high-res JPEGs of your product on clean, white backgrounds. I also recommend having a press kit. If you don’t have one, ask the agency if it will help you develop one and how much it will cost.” I agreed with everything except a press kit – chances are your expertise is not in developing press materials – thats our expertise..we create and develop every clients marketing packages and your agency should as well – pr writing is a developed accepted style and your press kit is an integral tool in getting real placements.
How often will I hear from you?
This is incredibly important. Since editorial placements can take months to secure, small business owners are wise to communicate regularly with PR firms.
“It is reasonable to hear from your agency at least once per week—just a check-in to hear what they are generally working on,” says Berson. “It is also fair to get a report once per month on placements secured from the prior month and plans for the following month.
“In addition, you should be hearing from your agency with every new opportunity when they’ve secured it.” Right on! Communication is key to the client/agency relationship to keep all informed of the latest – these calls and emails reveal information and sparks of ideas that can lead to the next big story…
Who else is on your client roster?
Before contacting a PR agency, check out their website for a client roster. From there, Oltersdorf recommends researching what is happening in the news with the clients listed.
“This will give you an indication of the caliber of work the agency is capable of,” she says, adding that some firms will list an outdated roster. “Ask for a list of current clients. Find out how your project will affect their workload and how you will compete for their attention.” What I would like to add here is be wary of an agency that has a long list of clients with similar products and services. We never sign direct competitive brands or companies manufacturing the same type of goods or services. Its hard for me to speak with the media on the merits of one client one moment and than offer the same pitch on another client the next day.
Who are your references?
“Hiring a PR firm is like hiring an employee—it is important to ask for references,” Oltersdorf says. “Always call or e-mail references. Also, look into the firm’s past clients and find out why they don’t work with the firm anymore.” Good advice and ask both who resigned who – so many people assume the relationship ends because the client ended it –when in fact we resign more clients for not living up to what they told us than for clients leaving our agency…
Carol A. Ientile
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