Home' Spa and Clinic : SPA Vol-73 Autumn 2018 Contents Business
PR agencies specialise in building relationships and communicating
with influencers in the way they want to be communicated with.
recommendation from a friend, family or
colleague to try this or try that, especially
if you’ve seen the br and featured
Now that we have that covered, it’s time
to find the right agency for you. Every brand
is different as is every PR agency, finding the
right fit is key to a successful par tnership and
what we all want – real results delivered in
the quickest and most efficient way!
Finding a PR agency to entrus t your br and
and business communications to can be a
daunting task and something that generally
gets put in the too hard basket when push
comes to shove.
Over my past 16 years in the industry I
have seen clients come and go and presented
a countless number of pitches . The biggest
lesson for me and the best par tnerships we
have developed all star ted with our six tips
for hiring a PR agency.
By identifying the key objectives, at tributes
and concer ns of each and ever y client prior
to going through the pitch process, you can
save your self and the agency a lot of time. It’s
almost like doing a pre-interview over the
phone with a potential employee.
Our six tips for hiring a PR agency include:
Tip 1: Have clear and
You’ve probably heard this a million times
before but it is really impor tant to have
SMART objectives in place prior to even
looking for an agency to represent your
brand. Ensure these objectives are clearly
communicated from the outset and wor k with
the agency to deter mine how each objective
will be measured and within what timeframe.
Tip 2: Determine your budget
Too often we find that brands say they don’t
have a set budget and ins tead, they ask us to
recommend what they should be spending
and how it will be allocated. The problem
with this is, how long is a piece of string?
There are so many ideas and activations that
agencies can recommend that can be scalable
but in many cases out of the ball park. You
will always get the best response to brief, in
line with what you can realistically afford if
you provide even a rough estimate.
Tip 3: Size doesn’t matter
Lar ge or small agency – how to decide? Some
say smaller br ands get lost in bigger agencies
and that the boutique options are the better
way to go if you want more focus on your
brand. Truth is, if you work with a reputable
agency that has a strong team across the board,
all br ands should feel like they are getting the
ser vice they are paying for and deser ve.
Tip 4: Chemistry is key
Most of us spend more time with our
colleagues and clients than we do with our
families and friends , so consider your agency
your ex tended family. If you have a gut feel
that it’s not going to be a fun and successful
par tnership – walk away. While PR is an
essential cog in a communications s trategy,
we’re not per forming br ain surger y so
remember you can enjoy what you do and
the people you choose to do it with.
Tip 5: Get your brief ready
Having a PR brief ready to submit to a number
of agencies will not only speed up the process
of appointing an agency and working towards
kicking your goals, but you’ll also have a great
base to get moving. If all the agencies receive
the same infor mation at the same time to
pitch, it’s easier for you to compare and make
a decision. The process can also help you to
f irm up your objectives internally and learn
some tr uths about your business or br and.
Tip 6: Make sure you know what
and who you are getting
In many cases it will be the big guns who
come in to do the pitch and blow you away,
get signed on the dotted line only for you
to be then palmed off to the juniors. Don’t
be afraid to ask who will be assigned to your
account and what role the founder or director
will be playing in wor k ing with the team to
achieve your objectives. As your agency is
an extension of your team, it’s impor tant to
meet them and make sure it’s right!
Over the past decade the industry has
significantly changed and the ser vices that
PR agencies offer now go well beyond the
traditional press release send out. So now
it’s time to get you up to speed! Some of the
services you can expect from a PR agency in
• Traditional Public Relations: Encompassing
an always on press office, editorial calendar
creation, creative media kits, sampling and
trial oppor tunities, media and influencer
events, prof ile building and strategy sessions.
• Social Media: Initial strategy sessions to
define clear objectives, followed by monthly
content calendar creation including all copy,
imager y and videos required through to
posting, creation of targeted ad campaigns
and complete account management.
• Digital Marketing: Build your awareness in
the online wor ld through digital mar keting,
with ser vices including content creation,
website copy, blog posts, contributor
ar ticles, eNewsletter s to name a few.
• Influencer Relations: Putting your product
in the hands of the right influencer s, or
offering first-hand experience of your
ser vice can be an invaluable way to get
exposure for your br and or clinic.
• Events: Full-ser vice event management for all
types of events. Your agency should be able
to create memorable experiences and unique
events, whether it be a product launch,
media event, press conference, influencer and
blogger events or milestone celebrations.
• Media Training: To ensure you or your
spokesper son is on message at all times ,
some agencies can now provide media
training for individuals or organisations.
Work shops and mas ter classes are tailored
specif ically to your needs and desires .
Lisa Solomons is the Founder and Director of 360
PR. With over 16 years’ experience in the industry
working on global brands, Lisa is able to bring big
brand thinking to smaller brands. Her invaluable
experience across such a wide var iety of categories
over the year s has also ensured a wide networ k of
media relationships, especially within the broadcast
and beauty media circles. Lisa prides her self on the
relationships she has built with key journalists and
her commitment to delivering newswor thy content in
the r ight for mat at the r ight time. 360pr.com.au
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