Favorable media publicity has always been a significant instrument in your marketing approach. It portrays your company in a positive light by presenting the credibility, knowledge, and image you want to put across to your target audience. Securing your positive image among your competitors in the market establishes credibility in the eyes of the consumer. But what exactly does a PR agency do?
A PR Agency or a Public Relations Agency uses editorial coverage to promote businesses or individuals. Stories appearing on websites, newspapers, magazines, and television programs are referred to as “earned” or “free” media, as opposed to “paid media” or advertisements. Their goal is to promote clients and make them seem as successful, honest, important, exciting, or relevant as possible.
Articles in newspapers and magazines or TV appearances in reputable media benefit from third-party validation and are often regarded as more positive. This is where a PR agency comes into the picture – they help you appear on various media channels and make the consumers aware and engage with your brand, establishing them as known and credible. Nowadays, influencer marketing has come into the picture, wherein a PR agency connects with an influencer to spread a positive word across for a brand, leveraging their followership.
The End-goal: It is imperative to ensure that the goals of a PR Agency in accordance with your brand align with those goals you have for yourself. Make sure that the PR Agency you are to hire is as result-oriented as you’d want them to be. This is one of the foremost concerns to consider.
Past Record: While a newly opened PR Agency has its own perks. You’d want to look at an agency with a minimum of 5 years of experience in the field, looking at their past record, you’d understand the relations they maintain with the media that you’re trying to poach for your brand. Have a look at their case studies and their past record and gather whether they’re able to reach the media you’d want your brand to associate with.
Leadership Position: Where does your PR Agency stand amidst thetop PR agencies in India? Additionally, organizational leaders have an impact on the work culture and outcomes. Any top PR firm in India must have strong leadership and have one of the industry’s greatest strategic thinkers. So, get to know the leaders of the selected PR Agency before you decide to go ahead with it.
Back-end Team: While it is important to communicate with the leaders, it is also crucial to know and meet the back-end team you’re going to work with. The back-end contributes to the actual work much more than the leaders – say the content team works on your press releases and the PR head would reach out. It may not be possible to get to know each of them personally, but as a team, you’d want to check their capabilities in handling your brand’s public image beforehand.
Experience: Experience for a PR Agency means the years of relations they have maintained with the media. And, that matters tons. A public relations firm learns through experience which strategies work and which do not. People with experience are always the foundation of a top PR firm. As a result, it’s critical to evaluate their experience.
Success Rate: This measures the agency’s average success rate while undertaking a public relations campaign. It’s essential to look into this when looking for a Public Relations firm for your organization before concluding whether to go ahead with the said PR Agency or not.
Value for Money: Everything aside, money matters. The PR Agency’s prices should match your budget. Look for agencies that fit into your budget and create value for money for your brand, all at the same time.
In conclusion, the above mentioned are a few points to consider when hiring a PR Agency in India in 2021. Decide upon your goals and how you would like your agency to function. Team Pumpkin, one of the leading PR agencies in India in 2021, has been in the industry for almost a decade now. It is an agency with passionate talents who are driven towards creating impact through their work, by creating impactful campaigns & projects. Team Pumpkin has worked with 72+ brands across the globe and is known for their Public Relations services alongside the complete digital marketing services they provide.