Hiring a PR agency is not a task to be taken lightly. It requires careful understanding of what the PR agency can offer you and your business. With so many PR agencies in the market, it is often overwhelming to choose the right agency. But with a few carefully considered questions, you should be able to make the right choice.
Clearly, one of the most important factors to consider when taking on a PR agency is return on investment (ROI). A PR agency should be able to provide qualitative and quantifiable results to ensure your company is positioned favourably in front of the right audience. Look for an agency that is focused on delivering tangible commercial results, rather than one that pledges only a certain number of press releases, award entries, speaker slots etc.
We spoke to Jean-Philippe Glaskie, Managing Director of Peppermint Soda about his experience in the industry and the excellent reputation they have managed to build.
How have client expectations of PR agencies changed in the last 5 years?
Client expectations have changed enormously over the last five years, especially in regards to return on investment (ROI). Only a few years ago, many agencies would claim that PR was intangible in its effects. At Peppermint Soda, however, we’ve always placed performance analysis at the top of our agenda and we set clear, measurable key performance indicators at the outset of all campaigns.
Of-course, with the impact of digital media, PR is more traceable than ever: results of PR campaigns can be demonstrated through web analytics in addition to sales performance and the evolving sentiment of journalists and the public towards your brand.
Throughout the economic downturn, suppliers across the board have had to work harder and offer more competitive pricing – PR is no different. Clients expect to see that targets are routinely being hit and that their investment in PR is reflected in an increase on their bottom line. In tandem with the ‘hard’ results, they rightly expect a highly personal, responsive service from an enthusiastic, informed and dedicated account team.
How have you gone about building the reputation of Peppermint Soda?
Peppermint Soda has worked intensively to forge a reputation for excellence. We have achieved this goal not only amongst our clients, but across our regional business community and within the national PR industry too.
The agency’s unwavering priority is to deliver client work of exceptional quality. We’re not ‘yes’ people: rather, as respected consultants, we offer only strategic advice that we believe is in our clients’ best interests. This often means that we challenge previous marketing strategies or long-held beliefs.
Our reputation is also built on the exceptional talent of the marketing and PR consultants we’ve hand-picked over the years. We carefully consider each new recruit to ensure they bring fresh experience and skills to Peppermint and, importantly, that they fit our distinctive culture, which is based on nurturing every individual’s potential. Winning industry awards has played another key part in the development of our reputation. They’re testament to both the creativity and results-driven focus that form the bedrock of our service.
One final note:
Whether you are choosing a new accountant or web designer to work with Fashion Rider always recommends you do your research and consider all your options.
If you’re still unsure don’t forget Fashion Rider is here to help. Please don’t hesitate in getting in contact and let us take the stress out of it for you. Also if there are any different areas we can help in just let us know.
What is your experience of working with a PR agency?
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