How to find the right PR agency

Faced with so many choices, PR clients struggle to pin down whom they wish to consult. If you seek wisdom from a PR veteran, consider this advice.

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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:


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