Trying to find a new PR agency is worse than dating.
The problem is that there are no real signals to use to figure out which PR firm offers the best chances of success.
Here are 5 criteria to use in selecting a new PR agency:
- Case studies
- Reviews
- Experience
- How success is measured
- Gut feel
Let’s take these one by one.
First, case studies.
For AI, ML or any tech companies for that matter, you will want to ask for case studies of similar campaigns the agency managed successfully in the past.
If you’re in a very new emerging area, they may not have one that’s an exact fit, but that’s ok.
The key is to see from past campaigns that they will be able to understand and properly communicate your story.
Second are client reviews.
Especially when shopping for a service provider like an agency, reviews are critical.
After all, it’s not like searching for a physical product where you can example the look and feel, read its specs and watch videos of the product in action.
For a service provider, the only real proof you have that they can do what they promise are happy clients (past or present).
Most agency websites will have client reviews. Other sites that aggregate reviews and even provide a score include G2 and Clutch.
Third is experience.
You don’t want an agency that’s only dabbled in your field for less than a year (for example).
The longer an agency has been representing clients in your industry, the stronger a grasp they will have on the subject matter. And that strength will translate to better pitches, compelling articles and more coverage.
Fourth is to find out how they measure success.
If they say by the number of press releases they publish…run.
A press release is a means to an end, not an end in and of itself.
Look for KPIs such as share of voice, number of articles published, backlinks, Advertising Value Equivalent, increased organic web traffic to your site.
Fifth and finally, go with your gut from your conversation.
If they come across as arrogant, incompetent, or indifferent, move on.
Searching for a PR agency that has deep expertise in AI and ML? Check out Firecracker PR and the companies they’ve represented.