Public relations work can be incredibly useful for a brand that’s looking to enhance its image and ultimately improve its bottom line. The discipline, while related to marketing in many ways, focuses mainly on facilitating relationships between your brand and stakeholders.
But just because your brand can benefit from engaging a public relations consultancy, doesn’t necessarily mean you’re ready for it. If you’re business is operating in New South Wales, then it might make sense for you to do some soul searching before engaging to a firm providing PR in Sydney.
The last thing you want to do is spend a bunch of capital on the services of an agency that can’t really do much for you. Depending on the circumstances of your business, it may be more prudent to hold off on engaging public relations practitioners until you are in a better position.
Let’s take a look at 3 things you should consider before engaging that agency supplying PR in Sydney.
1. What is their strategy going to be?
When it comes to promoting your brand, quality is always greater than quantity. With so much media shoved down people’s throats every day, you’re not going to engender good associations with your products and or services by simply spamming your name everywhere.
Before engaging a firm that offers PR in Sydney, make sure that they brief you with an outline of the kind of public relations strategy they are going to pursue on your behalf. It’s better if the firm talks about doing a few media engagements in key publications that are relevant to your audience rather than speaking only about mass exposure for the sake of it.
Casting a wide net is important in any communications strategy, but if it’s not well-targeted then you’re really only wasting your time and money.
2. Who are you going to be working with?
This is really important as there’s nothing worse than engaging a consultancy that is poor at communicating with you because you have no idea who is actually responsible for what. There should be a clear hierarchy established for the team that’s going to be working with you and a point of contact that’s easily accessible.
If you can get an experienced industry expert on your side, great! Just make sure that their experience and contacts are relevant to your brand; there’s no point using someone for your PR in Sydney who’s an expert in automobile media when you’re selling pet food.
Also, make sure that the team that’s actually writing the content is going to work for you as well. It’s helpful to know what kind of material they have written before so you can see if the style is appropriate for your brand.
3. How are they going to communicate success to you?
A crucial part of engaging any outside consultancy, especially one providing PR in Sydney, is the way in which they intend to measure the success of you campaign. Without a clear picture of what the goals are and how they help you bottom line, you’re going to be left scratching you head at the end of each month wondering why you’ve spent so much money.
Ideally, the agency you hire should provide you with different forms of daily, weekly and monthly analytics reports. These reports will record how much engagement your brand has gotten and should clearly show a boost since you started using PR in Sydney.
So, before you decide to engage a professional consultancy providing PR in Sydney, make sure they satisfy the above criteria before you spend any money.