Promoted |
Your first step will be to define your own goals. It doesn’t help to say broadly, “I want to do PR.” Why? Here, it is important not to confuse PR with lead generation. While a good PR strategy can lay the foundation for, and enhance, lead gen, they’re not the same thing – nor do they have the same price tag. Once you have your PR goals defined, interrogate agencies about how they intend achieving them.Be sure to seek out local expertise.
Then, ask about their writers. Seek out an agency that has credible, senior writers with a proven track record. You need writers with the confidence and business acumen to interrogate a business in a way that extracts quality insights that leads to top-tier thought-leadership content.. Then, research the agency’s reputation within the industry.
Engage with the team when they present their proposal. When you evaluate proposals, consider what you will get for your budget, and importantly, how well the agency understands your brand, your value proposition and your industry.
Ultimately the goal is trust and credibility first and foremost. Sales will come if there is product market fit and the trust is earned and proven.