Are you struggling to effectively promote your business or brand? A public relations firm can help. But with so many options out there, it can be overwhelming to choose the right one. In this article, we’ll share some tips on how to hire a PR firm that delivers results.

A 2020 Public Relations Society of America (PRSA) survey found that the top reasons for hiring a PR agency were to gain expertise in strategic communications (cited by 76% of respondents), to supplement staff during busy times (62%), and to access specialized skills (61%).

A top consideration when choosing a PR partner is to work with an agency that understands your industry and has a bench of talent to tackle the mission at hand.  This includes securing coverage in high-profile media outlets, managing interactions with reporters, organizing and managing events, helping with internal communications projects, developing optimized content for your website and social channels, and developing crisis communications plans.

At TPX we do more than traditional “public relations.” The “X” in our name refers to the “X-Factor,” giving you that “extra something” that you may not find in other agencies. Our integrated teams work together to ensure every business problem is viewed from all sides. Where many think PR is short for ‘press release’ or ‘publicity,’ we routinely bring the strength of the entire agency to think about the stated problem or opportunity at hand.  Many times, this results in surprising ideas that drive business results. (Ask us about the “Oldest Furnace” contest.)

Key to a successful partnership is good communication between the agency and the client. It sounds simple, but in today’s fast-paced world, using platforms to track results, project status and assets is essential when meetings get bumped or core team members can’t make a routine meeting.  Ask about the firm’s processes and approach to the work. TPX is platform agnostic. We work on many different project management platforms with our clients. This provides a trackable, documented record of all decisions, actions and assets so both client and agency is always current on any and all deliverables.

When meeting with potential firms, ask about their communication and reporting processes. How often will you receive updates on their progress and how will those updates be delivered? Will you have a dedicated point of contact? Clear communication is key to a successful partnership with a public relations firm.

Additionally, ask about their approach to strategy and tactics. A good public relations firm will have a clear strategy in place to achieve your goals, and they’ll have specific tactics in mind to execute that strategy. Make sure you’re comfortable with their approach and that it aligns with your goals and values.

The TPX PR Team prides itself on knowing how best to tell a story for its news value. Sometimes, all it takes is an outside perspective or new twist on an existing opportunity to make a successful PR campaign. As you consider your PR agency choice, we also suggest that you consider the “fit factor.” Do you feel a personal connection with your PR team member(s)? Do they understand your team, the business goals, competitors? Do they routinely bring new ideas to the table? Are they passionate and energized?

Finally, ask for references. A reputable public relations firm should be able to provide references from past clients who can vouch for their results and their professionalism. Don’t be afraid to reach out to those references and ask about their experience working with the firm.

In summary, hiring a public relations firm can be a game-changer for your business, but it’s important to do your research and choose the right one. Consider your budget, do your research, consider the size of the firm, ask about communication and reporting processes, ask about their approach to strategy and tactics, and ask for references. By following these tips, you’ll be well on your way to hiring a public relations firm that delivers business results.