There are a large number of agencies in the market offering PR and Digital Marketing services. However, it is very important to choose the right one in order to have a positive impact on your communications program.

So how do you decide which firm can best fulfill your needs?

Not being able to identify one’s needs is one of the biggest mistakes brands tend to make. It is very difficult to decide the skill sets a brand needs in an agency. Consider your business objectives, and adopt a vital strategy to distinguish the company that will be the best fit for your services and brand.

Competencies

An agency’s core competencies should be reflected in its capabilities. Many agencies specialize in certain industries and have greater knowledge in those industries while some prefer a more generalist approach to appeal to a wider clientele. You may first want to reach out to those agencies that specialize in your industry in order to gain from their specialized knowledge. Or, if you need a more global reach or have multiple offices, a larger pr firm might be the better choice.

Preferably, you don’t want to be the agency’s largest client or their smallest. However, taking the middle stand might be just right.

Culture

We love to work with people who are fun and enjoyable to be around. So it is necessary to know who your team will comprise of. While the senior members of the pr agency will be more involved in pitching their business to yours, it is important to understand who exactly will be dealing with you on a daily basis. Ensure that they are in the pitch meeting and that they assume a dynamic part all the while.

Very often, a good relationship with your agency comes down to its values. What does the company represent, and do their qualities line up with your own? How would they work with each other? Are they part of a wider community?

It is important for the agency to inculcate a healthy cultural environment in order to result in innovative thinking and positive accountability.

Process

Beyond the need to understand the capabilities of the PR and Digital Marketing agency, one must pay attention to how they deal with their everyday tasks.

Does their work idea match your own? Is there complete transparency in their work? Can you just pick up the phone to find out the status of your proposal?

A good quality agency should have a systematic process for delivering their work. Ask them as many questions as you can to gain clarity on their work process.

Metrics

None of the above things matter if the agency does not constantly send you reports. You need to have full insights as to how your campaign is performing, what is working and what isn’t. If your chosen agency can’t provide that, it may be time to choose another one.

Also read: Prediction for Graphic Design Trends in 2018, 7 Key Features of Designing a Great LogoIntegrating Digital Marketing with Public Relations