Choosing the right PR agency, or marketing advisor.
PR is one of those areas that are really hard to pin down. Everyone has a different idea about what PR (Public Relations) is. I've seen this before when people think about how to hire a marketing consultant.
Read this story on the Sydney Morning Herald Small Business blog about VIVO Cafe in Sydney. It includes some great tips. The owner spent a fortune with a PR agency, only to get no results after many months. (See photo below of the owner Angela Vithoulkas)
That led to Angela checking other sources and finding a good PR firm. From the article:
A good PR firm (like any good advisor) will spend quite a deal of time up front to ascertain your situation, and ask plenty of probing questions to find out what you really need.
And what you need isn't always what you think you want!
Choosing any professional advisor - PR, marketing, legal, accounting... is usually best done as a result of recommendations (referrals) and research you undertake independently.
And by 'independent' I mean doing the work yourself. Not just taking your friends word for it, or believing stereotypical comments. And not immediately trusting what you hear on the grapevine or latest online discussion group. Check it out properly. You owe it to yourself.
Research activities include checking websites for indications of expertise and 'style' of business. Testimonials should be found on websites of reputable providers. You would do well to also read up on the industry (even a little bit) so you have some knowledge of standard terminology and concepts. This is very helpful when asking your potential advisor questions, and listening to their answers.
If you're looking to hire a marketing advisor, you might want to review my straight shooting report on choosing a marketing consultant.
When it comes to buying professional services, be an educated customer.
Below: Angela Vithoulkas, owner of VIVO Cafe
Read this story on the Sydney Morning Herald Small Business blog about VIVO Cafe in Sydney. It includes some great tips. The owner spent a fortune with a PR agency, only to get no results after many months. (See photo below of the owner Angela Vithoulkas)
That led to Angela checking other sources and finding a good PR firm. From the article:
She (Angela) began asking her customers for recommendations before settling on a shortlist of agencies whom she interviewed with direct and difficult questions before coming to her decision.My view...
A good PR firm (like any good advisor) will spend quite a deal of time up front to ascertain your situation, and ask plenty of probing questions to find out what you really need.
And what you need isn't always what you think you want!
Choosing any professional advisor - PR, marketing, legal, accounting... is usually best done as a result of recommendations (referrals) and research you undertake independently.
And by 'independent' I mean doing the work yourself. Not just taking your friends word for it, or believing stereotypical comments. And not immediately trusting what you hear on the grapevine or latest online discussion group. Check it out properly. You owe it to yourself.
Research activities include checking websites for indications of expertise and 'style' of business. Testimonials should be found on websites of reputable providers. You would do well to also read up on the industry (even a little bit) so you have some knowledge of standard terminology and concepts. This is very helpful when asking your potential advisor questions, and listening to their answers.
If you're looking to hire a marketing advisor, you might want to review my straight shooting report on choosing a marketing consultant.
When it comes to buying professional services, be an educated customer.
Below: Angela Vithoulkas, owner of VIVO Cafe
Labels: entreprenuers, public relations
posted by Stuart Ayling @ 5:17 PM
0 Comments:
Post a Comment
<< Home