Every agency account exec knows the knot in the stomach when a hot lead calls and asks, "How many companies in our industry has your agency worked with?"
"None," I say, taking a chance. When I don’t get an immediate hang up, I quickly continue, “But we have the advantage of not knowing what not to do. We can build on a blank slate.”
No hang up yet ...
I continue, "It’s not like-industry experiences that should top your list in your search for a PR firm, but like-experiences and their success in meeting clients’ goals—regardless of like-industry experiences.”
(Did not get a hang up.)
Relying on like-experiences, I say to prospects, “Re-think your priorities to better your chances of getting a good agency match.” Consider the following:
Industry knowledge: This should not be on the top of any list. You can learn the Industry quickly—spend a week digging deep into good research, satisfy your curiosity about how the media covers this industry, probe where a company fits into its media landscape, analyze the industry’s social media voice and build relationships with the right people by asking the right questions. Your focus should be on similar experiences with similar company goals.
Multi-nationals versus PR boutiques: PR agency size no longer matters. Perceptions that multi-nationals have unique wide-scope capabilities and a range of experts are mistaken. Smart boutiques partner with worldwide agencies like Worldcom Public Relations Group that lists 140 partners. Boutiques can now compete with the giants. So it comes down to quality of talent. Boutiques boast another advantage: they’re unencumbered by a parent company that looks only at the bottom line. A parent company often hampers senior-level involvement. Size can hinder.
WORKSHOP: Become your own media outlet and apply journalistic practices within your organization.
Location: Proximity matters only in local-event management: the handling of local personnel and managing street teams, etc. Proximity of agency matters little today. Web conferences and local, regional and national media reach, as well as global social media reach, have made nearness a non-issue.
Reputation: Don’t be unduly influenced by the reputation of an agency in the industry. It might have been built by a previous management and may not apply to your search. Also, what’s right for one company may not be right for another. Reputation built on past successes can change. It may be short-lived.
Award-winning agencies: Don’t be lured by the “award-winning agency” headlines. Because an agency has won awards doesn’t guarantee it’s right for you. Awards are subjective, dependent on trendy subject matter. Some agencies don’t compete for awards because they take so much time. Others are so zeroed in on awards that they continue to win. Be wary. Winning awards may not match your goals. Check out what you buy, think how to reach customers, maintain sharp digital skills and stay current about media. Persistent hard work always outdoes awards.
What always matters is talent, wide-ranging thought, expertise and chemistry. Your search should uncover this combination. It’s bound to win.
Noemi Pollack is the founder and CEO of The Pollack PR Marketing Group , a 30-year old integrated PR and marketing agency in Century City, California.
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