CHOOSE THE RIGHT
PR AGENCY
FOR YOUR BUSINESS
When it comes to the availability of PR and communication firms in Australia,
there will never be a shortage. In fact, they exist on almost every other street corner
and office building in all major cities and towns.
W
hile many of
them specialise in
particular fields,
others will provide PR
campaigns across a broad range
of industries. Additional services
(apart from press releases) such
as content development, social
media, ghostwriting, events and
sponsorships may make part of
the overall campaign. Having
lots of options is great, however
it can make it hard to identify
the right agency for you and
your brand. Here are some key
elements on which to choose the
right PR firm for your business. and crisis management… the
list is endless. And, whether you
like it or not, the turnaround
rate between acquiring a media
opportunity and getting the
run can range between weeks
to just a few hours. Therefore,
publicists have to be able to
adapt between different forms
of communication and tightly
manage their interaction
between a publication and client
– e.g. email correspondence,
picking up the phone for a chat,
writing speedy content for a
quick run or pitching your talent
to a journalist on the fly.
COMMUNICATION
ADAPTABILITY Ask questions to get a feel for the
capabilities and experience of
the agency and its team.
A lot can happen in one day in
the office – meetings, multiple
back and forth phone calls to
journalists and clients, writing
content, strategising campaigns,
event management and, issues
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Women’s Network Magazine
WORD CRAFTMANSHIP
Whether it’s writing emails,
content for social, blog posts,
book chapters, ready to publish
articles or pitches to journalists,
PR practitioners have to be
versatile in their writing abilities.
It is all good and well if they can
identify between them, but are
they able to systematically switch
between 3 of them all before
their second cup of coffee for the
day? Writing, when done right,
is incredibly effective in PR and
one of the main-stakes that sets
it apart from advertorial and
other communication forms.
Look at their website to see their
writing style(s), ask to see past
campaigns, articles and press
releases they have written in
order to assess their versatility
and suitability to your brand.
A WELL DEVELOPED MEDIA
CONTACT LIST
As is the case in many
professional industries – it’s not
necessarily what you do but who
you know. PR is no exception.