Choosing the Right Public Relations Partner

Strategic Approach
Public relations firms come in all different shapes and sizes. Finding the right firm that fits your company is the first step.

Your PR firm should have:

• Knowledge about your business
• Industry expertise across critical sectors
• Experience and relationships with local media and industry trade publications
• Proven success in the marketplace
• Seasoned PR professionals as day-to-day contacts

Strategic Exploration
The strategic exploration process enables your chosen PR firm to attain a comprehensive understanding of your company’s business, brand, customers, markets and processes.

• Material Review – Background information and materials help facilitate a broader understanding of the mission, goals and resources of the company
• Exploratory Interviews and Research – Interviews with key executives within the company helps define brand philosophy, company visions for growth, company goals and overall brand perception and impact
• Competitive Analysis – Competitor analysis allows for a comprehensive review of how your competitors stack up in the industry
• Information Analysis and Development of Program Recommendations – Analysis of data and background information gathered help develop a brand and communications blueprint
• Discussion and dialogue on recommendations – After the brand and communications blueprint has been submitted, decide on a set of goals and objectives prior to implementation

Implementation
During implementation, your PR firm should offer:

• Proactive management of your PR objectives
• Consistent Support for Mission & Vision from look & feel design standpoint to a comprehensive verbal support structure
• Audience Positioning to frame a distinct, differentiated identity and create a foothold with key client groups and organizations
• Strategic Outreach to create alliances with businesses, associations, organizations and groups to strengthen reach and resources
• Thought Leadership on issues, trends and topics that extend brand relevance and reputation with key regional, national and international audiences
• Executive Visibility including compelling ways to deliver identity and promote involvement through representative senior leadership
• Audience Research & Analysis tools to support targeted messaging outreach and impact measurement of the identity process

Measure Results
Establishing a company’s thought leadership promotes brand awareness and expertise in a given area. Public relations, like any other marketing tool, must be strategically planned for, diligently implemented and measured on a regular basis. A public relations road map must be developed and then implemented effectively and efficiently, measuring results on a monthly, quarterly and annual basis.

At the end of the implementation stage, did your PR firm:

• Establish industry leading visibility?
• Drive trade media coverage?
• Perform above expectations?
• Deliver against measurable goals?
• Provide creative, strategic solutions for your business?

Judy Sparks
SMPS Atlanta Executive Advisory Panel
Brand Resources Group, Inc.