3 Things to Keep in Mind When Selecting a Public Relations or Marketing Agency

Last week, The New York Times published a blog post that caught the attention of public relations professionals from coast to coast. Bruce Buschel, owner of Southfork Kitchen, a new restaurant in the Hamptons, wrote "The Problem With Public Relations." Prior to and during his grand opening, Buschel had not one, but two sour experiences with the firms he employed. In his article, he broadcasts to the world what he thinks about public relations professionals. I’d be lying if I said I wasn’t initially offended by the comments he made about my chosen career, but then again, it’s certainly not the first time someone has knocked our work and integrity because of a few bad eggs that have spoiled it for the rest of us.

Unfortunately, it’s likely that many business owners have, at one point or another, experienced a similar situation and felt that they were burned by a service provider. However, I think both agencies and clients can have successful working relationships if the right conversations occur and expectations are set before any dotted lines are signed. I’ve re-read the article a few times and am convinced that some of the key problems stemmed from issues that could have been uncovered from the get-go, but were overlooked. If you’re a business owner and considering working with a public relations or marketing agency, I’d highly recommend that you focus on three crucial aspects to decrease your chances of a relationship going south.

1. Consider all of your options. In the article, Buschel said that he was approached by a public relations director six months before the restaurant opened. While that’s flattering that someone had his company on their radar and actively pursued him as a client early on, fact of the matter is, there are a lot of public relations agencies out there. You’d be surprised how many different ideas could be uncovered just by having initial conversations with different teams to gauge their chemistry. More importantly, there are agencies that operate under different fee structures like the ‘pay on performance’ model; the advantage being that businesses aren’t forced into spending thousands of dollars during their “off” months of the year. There are various factors to take into consideration before sealing the deal, so don’t just sign with the first person who comes knocking at your door. In addition, be wary of any agency that promises you specific results. If promises are made, you’ll do your business a disservice by not showing them to the door and thanking them for their time.

2. Ask all the right questions. When you actually meet with various agencies, get down to the nitty gritty and ask a lot of questions. Inquire about other clients they’ve worked with that are also in your industry. Get specific examples of how they’ve been successful in achieving goals, instances of times that they hit a road block and how they overcame the challenge (or more importantly, how they didn’t). These are very important concepts that might very well be a telltale sign of how your relationship will pan out. In addition, request references. This is huge! Take the time to contact those people and ask pinpointed questions, and don’t pass this task off to your assistant. Talking to others that have worked with the agency directly will give you a better idea if they’re a good fit to help achieve the business objectives. In addition, it’s important for companies to know who they’ll be working with. Often times, agencies pull the ol’ “Bait and Switch” and bring in their CEO or president to secure the account only to pass them off to someone who has little experience. It’s important not only to pick agencies with a proven track record, but also ensure that those who will be leading the client work have the experience to accomplish the goals.

3. Uncover communication styles.  Having a communications strategy in place that works for both the client and the agency is imperative. Ask the agency how they typically communicate with clients. Do they have weekly phone calls or monthly in-person meetings to discuss new developments or ideas? From personal experience, I’ve found that clients appreciate the regularly scheduled in-person meetings because it keeps everyone on the same page and demonstrates the agency’s dedication to maintain solidarity. Buschel mentions receipt of a written communication from his public relations agency after an event that was packed full of criticisms ranging from the food to the presentation to the name of the restaurant. First of all, an agency should never convey that type of feedback in writing; it’s insincere and indicative of the level of respect the agency has for the client. This would have been an ideal opportunity for the agency to set up a face-to-face meeting and have a candid conversation to express their concerns.  

Just as you pick your friends and associates, the same attention should be given when deciding on a public relations agency.  Determining early on if the fit is right will save you time, headaches and resources. Certainly, the decision making does not rest solely with the company. As much as a public relations agency might want to add a new client to their list, it’s important that they also evaluate the relationship and determine if they’d be able to work well together. If the company has unrealistic expectations from the beginning and is not flexible, it’s likely not going to result in a long lasting relationship.

Companies must perform their due diligence when evaluating public relations agencies, and likewise, agencies should carefully consider if the chemistry and expectations are conducive to yield positive results for the client. I urge business owners and public relations agencies to think not once, but twice before signing contracts.