10 Yetis Insight Blog - How to Choose an Online PR Agency

Choosing the right online PR agency can be a real mission, particularly if you aren’t very well versed in the industry and digital side of things as a whole. To give you a helping hand with your search, here’s our seven secrets to choosing the perfect online PR agency:

1.Work out what you want

It can be really hard to figure out what you want and how you want to go about it – and a lot of that will be up to the agency in question to inspire you. Having said that, you do need a clear set of relevant and achievable objectives before you start scouting out an agency. Work out what you want to achieve and bounce ideas around with those you respect to get a really thorough idea of what it is that you are looking for.2.Speak to several agencies

You may not be 100% convinced that you need a certain type of agency – from deciding between an SEO agency to a PR agency through to a big national or a small local – it’s worth sussing out your options. The PR world is far bigger and more intricate than it looks, so check around and see what’s out there before you make your mind up. This will also prove to be a good time to get an understanding of what the general benchmarks are; you may notice agencies operate in similar or totally polar opposite ways, and this will help you to set your own initial expectations.

3.Meet a couple of agencies face-to-face
Once you’ve spoken to between 5-10 agencies, you will have a good grasp on what it is you want and how an agency may help you get it. You will also likely have some front runners or favourites in mind and now is when you need to be brutal. Don’t waste your time by seeing lots of agencies, it will only confuse you further. Ask the top three agencies that have most impressed you for a face-to-face meeting. This will help you get a better idea of what they are like, their team and their operations. The best place to meet them is at their offices – that way you can really get a good behind the scenes impression of the way they work.

4.Ask for a proper pitch
If you know the agency inside out and have worked with them before, this isn’t always necessary but, to get your initial bearings, nothing is more effective than a proper pitch. Lay out the specific things you’d like them to cover, from what their suggestions are for you to what range of services they have in house, so the pitch covers everything you want it to and you can make direct comparisons.

5.Test them
During the pitch, ask questions about how they would track their performance and what they would expect to generate, in order to find out if their idea of success is the same – or even better – than yours. This is the time when you can give them a better insight into what you would require and pin down their expectations. Never be afraid to ask the obvious, awkward or unexpected questions; how they answer them will give you a great indication of what the working relationship will be like.

6.Speak to their other clients
A good agency won’t shy away from the chance to show you a whole reel of success stories, and a good sign that you’re the right match is that there are similar happy endings on show to the one you want for your company. The best way to test an online PR agency’s mettle is to ask their clients for their honest opinions, pros and cons included.

7.Review the relationship regularly
It’s important to review the relationship and remember that good work is never done. There is always a new corner to turn and a better way of doing things. The agency that starts off with you may not still be the best one for you a year later, let alone three, five or ten. Make sure you regularly review your goals and keep on top of any shifts and changes, ensuring the performance of the agency is still as positive, pro-active and on point as it was when they were first appointed. So there you have it! If you work your way through these seven tips, your journey to finding the perfect online PR agency will be smooth and easy. Above all, remember that, like anything, it’s different strokes for different folks. The online PR agency that hits the mark for one company, could come nowhere near for another; it’s all in the chemistry.