Do You Know How To Avoid Them?
Insider’s Information On The Traps In The PR Industry: Tips For Choosing The Right PR/Marketing Communications Firm For Your Business
Inflated results:
Your PR agency just claimed that they secured a record number of impressions for your brand. Ask about the source of these impressions. The source should have the name of the company or publication and its contact. Many agencies inflate their impression figures with no back up and clients rarely have the time or the opportunity to investigate.
Your PR agency just claimed that they secured a record number of impressions for your brand. Ask about the source of these impressions. The source should have the name of the company or publication and its contact. Many agencies inflate their impression figures with no back up and clients rarely have the time or the opportunity to investigate.
Over - creative programs:
Your PR agency came up with an extremely creative program that looks as if it will bring major media exposure. Large scale events do not necessarily bring major media exposure unless they are executed in the right way.
• Make sure that the agency has the capacity and the resources to execute the creative program in order to deliver a high ROI. Ask the agency if they are willing to give back a portion of their fees if the program is not successful.
• Big investments require big returns. If your agency wants to spend your money, they should be ready to deliver a high ROI. Accept nothing less.
Your PR agency came up with an extremely creative program that looks as if it will bring major media exposure. Large scale events do not necessarily bring major media exposure unless they are executed in the right way.
• Make sure that the agency has the capacity and the resources to execute the creative program in order to deliver a high ROI. Ask the agency if they are willing to give back a portion of their fees if the program is not successful.
• Big investments require big returns. If your agency wants to spend your money, they should be ready to deliver a high ROI. Accept nothing less.
Misleading Information:
If something sounds too good to be true, it probably is. When you are choosing a PR agency, be wary of success stories that seem like miracles. Ask about the steps and the strategic approach the agency took in order to accomplish these results. Ask how the contact was made and how the results were achieved. Their approach to projects will give you an idea about whether some major placements were pure luck or the result of relentless efforts combined with strategic thinking.
If something sounds too good to be true, it probably is. When you are choosing a PR agency, be wary of success stories that seem like miracles. Ask about the steps and the strategic approach the agency took in order to accomplish these results. Ask how the contact was made and how the results were achieved. Their approach to projects will give you an idea about whether some major placements were pure luck or the result of relentless efforts combined with strategic thinking.
Overcharging:
Unless you have a specific agreement with your agency, be aware of all of the hidden costs that you will be charged with under the pretext of “out-of-pocket” expenses. Request a prior approval for ALL the hard costs and ask for the original receipts.
Unless you have a specific agreement with your agency, be aware of all of the hidden costs that you will be charged with under the pretext of “out-of-pocket” expenses. Request a prior approval for ALL the hard costs and ask for the original receipts.
Selling with senior staff, executing with interns:
Agencies use their best people to sell their services. Make sure to ask who will be your day to day contact and who will be executing the work. Ask for bios of everyone on your team and learn what their other responsibilities are (what other accounts they are handling, etc.). You have a right to choose your daily contact and the people working on your business.
Agencies use their best people to sell their services. Make sure to ask who will be your day to day contact and who will be executing the work. Ask for bios of everyone on your team and learn what their other responsibilities are (what other accounts they are handling, etc.). You have a right to choose your daily contact and the people working on your business.
High overhead costs:
Do not let posh settings in agencies impress you. It is not the décor or the location but the PEOPLE who will execute the work and go the extra mile for you. Choose the agency that will treat your money as their own and see you as a partner - not a source to pay for their lifestyle.
Do not let posh settings in agencies impress you. It is not the décor or the location but the PEOPLE who will execute the work and go the extra mile for you. Choose the agency that will treat your money as their own and see you as a partner - not a source to pay for their lifestyle.
