"There comes a time in every company's journey when they need help sharing their story. And choosing the right partner to help tell that story is an important decision. Selecting the ideal PR agency isn't just about finding the firm with the best reputation. The right partner will understand your business, align with your values, and act as a strategic advisor in helping you navigate the media landscape, build connections, and uncover opportunities."
"My advice is to consider your elevator pitch. When explaining your company to others, how long does that elevator ride need to be? If you can explain what you do in 10 floors or less, a generalist agency could be a safe option. However, if that elevator ride is going to the top of a New York City skyscraper, you probably want to consider a specialized agency. The more complex or niche your business, the more important a specialized communications partner becomes."
Selecting a PR agency requires alignment across communication style, industry expertise, values, and business objectives. Determine whether a generalist or specialized agency fits by testing how simply the company can be explained. Specialized firms matter more for complex or niche businesses and for translating technical messaging to journalists and stakeholders. Communications must tie to business value through agreed metrics, measurement frameworks, and reporting cadence. Evaluate team chemistry, senior involvement, responsiveness, and integrated services. Confirm budget structure, retainer terms, and the agency’s ability to act as a strategic advisor that uncovers media opportunities and builds meaningful connections.
Read at Fast Company
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