Today in the time of this pandemic people are very careful about spending their earned money in any kind of marketing activity. But as we know that people are using PR exercise as their marketing nowadays.
Many people raise this question that why my PR strategy with all my public relations exercises not working?
Is my PR company doing anything wrong?
Or is my public relations exercise not timely?
When I hear these questions the first and foremost thing that comes to my mind is not about the agency but also about the product/ services and goal setting, short term as well as long term objectives! Before any company begins the PR journey, I always ask them their objectives and goals. It helps us determine the strategy for the company!
Whenever your PR strategy doesn’t work according to your plan, where there is only one mistake, we can say that one major mistake generally is people do not know about their target audience.
If a company is aware of its target audience the company is unlikely to make this kind of mistake. All the PR activity should be constructed all plans according to the need of the target audience. The role of an agency plays a big role in the same.
The public relations agency should do the environmental audit more about brand equity of a brand. The environmental audit can be done in various forms, like, asking journalists about the brand, asking customers about the brand, etc. Connecting with all the stakes holders and doing the marketing research helps in determining the target audience.
Once the target audience is determined, the PR agency should focus on the age group as well as the geography of the target audience.
There are so many PR tools available to fulfill specific goals as well as objectives. Tools like press release profiling industry story participation etcetera are available to fulfill the specific side customized objective of the brand.
Therefore, hiring an agency, a company should focus on the strategic capabilities of the public relations agency.
Now the question comes how can you judge if the agency has a really good strategic team or not?
In order to judge if the agency has a really good strategic team order, not one should ask three questions to find an agency.
- Is your media relations team is good?
- Were you able to create many success stories in the past?
- Can you create strategic content?
Once a brand gets a satisfactory answer to these questions, they can certainly invest in the agency on the basis of the credibility factor in the agency market!
Importantly if an agency has created a success story or case studies from the very scratch then you should certainly go for that agency.
Complete understanding of hiring an agency can become really a task for the brand but keep these points in mind while hiring a credible agency for your brand. Here Twenty7 Inc always tries to develop the best possible strategy for your brand that can support you create a full story.
Mention points help you understand the roadblocks of a successful PR campaign.