Ms. Gendron

Social Media & PR

How To Avoid Common Pitfalls When Hiring a Public Relations Agency

By Mary Gendron, President, Middleton & Gendron, Inc.

The process of selecting a public relations agency is the business equivalent of embarking upon courtship and marriage. You look for the spark of romance from the very beginning, yet you desire reassurance that the relationship can be sustained over time. Finding the right balance of attraction, substance and compatibility is key. If you approach it with eyes wide open, there's a better chance of the relationship working over the long haul.

Although it's best to approach your agency search in a positive frame of mind, it may be useful to briefly consider common pitfalls so you can avoid mistakes others have made in the process. To wit:

Let's take a look at how to address each pitfall so you can approach your agency search with confidence that you'll make the right match.

Choosing an agency that is the wrong size for you

In public relations, as in many other aspects of business, size does matter. If you choose an agency that is too large, your account may lack importance in the overall scheme of that agency's business. If the agency is too small, your needs may be underserved.

In assessing which agencies to invite to the table to talk, do some research in advance. In addition to seeking referrals from trusted industry peers (highly recommended), find out as much as you can about each agency prior to approaching it. The agency's website is a good place to start. If you have a small business and the proposed agency lists mostly FORTUNE 100 accounts among its client experience, then it's probably too big for you. Your account will be assessed in terms of budget first, content second. You don't want to be the smallest account in a large agency because you will likely be disappointed by the quantity of service rendered and the experience level of the account team. Resist the temptation to go with a big brand name if it doesn't pass the size test.

Likewise, if you have a complex p.r. challenge and a budget to match, you may want to put your business in the hands of a larger firm which can assign many people to the task and provide specialists in areas ranging from media relations to special events. The pitfall comes when the client is attracted by the personal attention a smaller firm can promise. If the resources aren't there, the kid-glove treatment may not be enough to compensate.

If you're not sure if your budget is small, medium or large, you can ask a few qualifying questions of the agencies you're considering. Among them: what is the minimum budget you will accept? What is the average? Weighing the answers against your own budget will help you fine tune your search and avoid wasting your own time and that of the agencies you are talking to.

Ignoring the importance of chemistry in the relationship

From the very first contact with an agency representative you can start to assess whether the chemistry is right. Is your call or email returned promptly? Is there enthusiasm on the part of the individual you have contacted? Is follow-through prompt and energetic? Is the approach sincere or arrogant. Are you made to feel like a priority. Most importantly...do you like the person?

As shallow as this may sound, it's true that chemistry plays a major role in the client-agency relationship. As in a marriage, chemistry is that unseen, intangible quality that makes people want to be together. In a client-agency relationship, you're often working under pressure, with tight deadlines, and in remote locations, so compatibility is key. If you like each other, you'll take care to communicate with each other effectively. And communication, after all, is what this business is about.

As you go through the process of the initial conversation, meeting, follow-up conversations, the presentation, etc., ask yourself: "Do I like these people? Do I want to talk to them every day? Are these the people I want telling my company's story? Should we be in business together?"

Assuming the new business team is also the account team

In a small- to medium-sized agency, it is likely that the new business team will form the core of the account team, or will include at least one key member - the individual who will be in charge should they be hired. In a large agency, this is typically not the case. As mentioned earlier, the larger agency is more likely to be divided by areas of specialty. New Business Development is one such function, and the people assigned to this area are typically those who have a good track record as rainmakers for the agency. They know the agency inside out and are skilled at presenting it appropriately and impressively to each prospect. However, they may not be suited, nor earmarked internally, to service the business once it has been won.

Assuming that what-you-see-is-what-you-get may be completely wrong. Be sure to gain a clear understanding of this during the presentation if it hasn't been spelled out for you by those in attendance.

Failing to weigh in on the proposed account team members

The chemistry rule becomes all important when you meet the people who will be responsible for your account day-to-day. Make sure you like them! Moreover, have an understanding of their credentials, individually and as a team, before you give the okay. In many agencies, the account team is presented as a fait accompli. The assumption is that the agency will know how to assemble the ideal team for the job at hand. This is often the case, but it reflects only the agency's perspective. So, if you have any concerns or misgivings...or don't want to be put in the position of being a naysayer after the fact ... surface this issue at the outset. Let the agencies under consideration know that you will want to officially sign off on your account team members prior to awarding the contract.

Leaving questions unanswered before making a decision

You may find when conducting your search that agencies' styles vary greatly from one another. Some may conduct themselves in a more creative, less structured way, emphasizing their "out-of-the-box" approach to public relations. Others may be more process-oriented, focusing on the extent to which they are thorough, detail-oriented and, in essence, "buttoned up" about your business. As a result, you may come away with apples-and-oranges assessments of the various agencies you've met with. Rather than trying to piece it all together for yourself, go back to the agencies once, twice, or as many times as you need to until you are satisfied that your quest ions have been answered and that you are armed with the information you need to make the right decision for your company's needs.

Avoiding the pitfalls during this courtship phase won't guarantee a great marriage, but will help you make the right commitment. And that's a good start toward a long and satisfying relationship.

Mary Gendron is president of Middleton & Gendron, Inc. Brand Communications, a public relations and branding firm specializing in travel and hospitality for three decades. Prior to moving into public relations, Gendron was editor of Hotel & Motel Management magazine and engineered its redesign. Prior to that, she was part of Gralla Publications. Where she was instrumental in the launch of Meeting News magazine, and was the magazine's first managing editor. Her writing, as a journalist and on behalf of agency clients, has appeared in a wide range of media. Ms. Gendron can be contacted at 212-990-9065 or mgendron@mg-pr.com Extended Bio...

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