Public relations is a broad term that encompasses things like brand awareness, media relations, publicity, corporate communications, reputation management, and more. Since it can be expensive to hire an in-house public relations team, small and mid-sized businesses typically outsource their public relations needs. For larger, enterprise businesses, it can make more sense to hire an in-house team to work with the external PR agency, conducting media outreach, executing organization objectives, developing key messaging, and assisting in crisis communications, among other things.
无论大小如何，熟练的公关代理商都可以极大地使任何业务受益。但是，由于公共关系跨越了许多不同的功能，因此确切地了解公关机构的工作可能会令人困惑。在本文中，我们将分享七个公关机构服务，并为您提供9个雇用适合您业务的公关代理商的提示。我们将总结一下雇用公关代理商成本多少的部分。
雇用公关代理商创建和维持积极品牌声誉的9个技巧：
公关代理商做什么（为什么需要一个）？
传统上，公关机构致力于为客户提供一些称为“赚取”覆盖范围的东西。这包括guest postingopportunities, free sources of traffic,backlinks，声誉更好，品牌知名度。这将脱机扩展到非数字媒体中的本地新闻，杂志报道，无线电时间和其他曝光。
In addition to these traditional services, some PR agencies also offer advertising services—PPC ads, sponsored advertising,paid social media, and more. While it may be enticing to choose a PR agency that does it all, it’s important to make sure that the PR agency you’re hiring meets your needs, is highly qualified to do what you require, and doesn’t include tons of additional services that you don’t want. If you don’t need it, you shouldn’t be paying for it.
While a PR agency can come in handy when you need to recover from reputation damage, there’s a lot more to hiring a PR agency than crisis management. In fact, a PR agency can help you建立并保持积极的声誉, better positioning your business to recover quickly if you mess up, and making your reputation more resistant to negativity in the first place.
PR Agency Services
正如我们之前提到的，PR是一个广泛的术语，涵盖了从宣传到来宾博客的所有内容。以下是寻求聘请公关代理商时应寻找的一些关键服务。
战略制定
所有公关机构都应以strategy development. This is where they dig into your strengths and weaknesses as a brand, what sets you apart from your competitors, who the audience is that you should be targeting, and what success will look like for your business. This is the starting point for developing a communications plan that drives results.
Messaging
正确的公关公司将帮助你定义你的商业ness’s vision, mission, and goals in a way that really resonates with your target audience. They will turn your messaging into电梯音高, mission statements, and backgrounders, and come up with the best words to associate with your brand.
Media Relations
Media relations is just one of the services a PR agency offers. PR agencies typically have access to the contacts that your brand needs to get your messaging out to the media and, by extension, your target audience. This is a time-consuming process that sets your business up for long-term success.
Content Marketing
Content marketing可以帮助您的业务吸引潜在客户，推动潜在客户，推广您的产品或服务，并获得更多转化。媒体关系使用外部内容使您的品牌更加可信的地方，内容营销服务使您brand messaginginto content that you use on your owned channels like your website or blog,social media platforms, etc.
Social Media Marketing
Hiring a PR agency to handle your social media marketing is a great idea. Aquality PR agency将使用他们的策略和受众识别来找到完美的社交媒体平台，供您使用并与目标市场互动。188滚球地址自从不同social media platformsattract different demographics, having a PR agency that understands the nuances can improve your social media marketing ROI.
Events and Experiential Marketing
Your PR agency will also be able to help with促销活动和体验式营销机会。活动为您的品牌提供了一个独特的机会，可以与潜在客户面对面（如果您参加虚拟活动，或者参加虚拟活动）。这可以增强您的受众并培养品牌忠诚度。
Influencer Relations
金博宝188备用网址is huge. Consumers trust people more than they trust brands, so having influencers who work with your brand is vitally important to build an authentic brand persona and develop the trust that will turn potential leads into paying customers. If you’re working with several influencers, though, managing the process can quickly get out of hand. If you need someone tomanage influencer relationsfor your brand, there are PR agencies offering that service.
Hiring a PR Agency: 9 Tips
如果您还没有公关代理商或内部公关团队，则应该得到一支。雇用合适的公关机构可能很困难；我们建议与您的网络联系以获取建议。当您搜索合适的代理商时，这里有9个提示，可以使雇用PR代理商变得更加容易。
1. Set Goals Before Anything Else
As with anymarketing strategy，在做出有关雇用公关代理商的任何决定之前，您需要定义目标。集思广益您希望使用公关代理商完成的事情清单，然后将清单范围缩小到对您最重要的目标。以下是一些可以让您入门的示例：
- Increase brand awareness
- Be seen as a thought leader
- 引起特定产品或服务的关注
2.考虑所有选项
你基本上有三个选项in terms of hiring for PR:
- An in-house team
- 公关机构
- A combination
Each of these options has a different price tag and will require different levels of involvement from your company. The best option, if you can swing it, is to have a combination of internal and external PR professionals (even if you only have one internal PR person). An internal PR person has greater knowledge of your overallbusiness marketing strategyand can work with the external PR agency to build a comprehensive PR strategy for your brand.
3.计算您的公关预算
雇用公关代理商会变得昂贵。如果您不这样做设定预算and convey that budget to prospective PR agencies, you might find yourself getting too far along the process of hiring a PR agency you can’t afford, wasting your time and theirs.
When calculating your PR budget, be sure to include:
- 基本固定器
- 费用/杂费
- Overages
- A plan for what happens when the PR agency needs to exceed the budget
4.确定RFP（或无RFP）进程
如果您从未雇用过公关代理商，则可能希望通过正式的RFP流程。这是基本过程：
- 概述您的目标以及您希望公关代理商做什么
- 创建一个188188金宝搏 （目标10）
- Reach out to the prospective agencies on your list to see if they’re taking on new clients and request detail of their qualifications
- Once you have details on each of your prospective agencies, choose the top three
- 从您的前三个选择请求提案
5. Ask for the Right Information in RFPs and Pitches
If you hire a firm through a formal RFP process there will probably be a presentation from each of the finalists where they pitch you on what they have to offer. But what information will they share? When you’re preparing for the presentation portion of the process, it will save you a lot of time if you request these three things:
- 要求介绍机构限制他们分享的有关自己代理机构的信息。您没有脱颖而出，已经知道它们是您要代表您的公关机构之一；您在这一点上不需要他们说服您的价值。
- 要求将要处理您的帐户的人们提出音调。每个人都想尽力而为，但是如果您被实际上不会在您的帐户上工作的艰苦奋斗者赢得了胜利，那么您可能对最终的团队不满意。
- Ask that the entire team that will be working with your account be involved in the presentation. This is a great opportunity to get a closer look at the group dynamic and understand what each team member has to offer and how they think.
6. Choose a PR Agency Size
There are both large and small PR agencies but don’t think that if you’re a smaller company a smaller PR agency is right for you. Each PR agency has a unique team and a unique approach to public relations. Larger PR agencies tend to have broader reach and larger networks, but a smaller PR agency might be able to offer better services to a niche industry, local expertise, and a more personal relationship.
7. Find a Likable PR Agency
You absolutely need a qualified and capable PR agency team but it’s also important to actually like them and want to work with them. Think of your PR agency as an extension of your team instead of outsiders. If you were looking to hire for an internal PR team would you want these people? If you don’t like them, you’re not going to have a great experience working with them.
8.确保他们至少提供一个真正的好主意
During the pitch meetings, each PR agency will likely bringmarketing campaign ideasbased on your RFP. Don’t judge them too harshly. Remember, they’re coming into the pitch only with the knowledge you’ve provided. However, they should be able to come up with at least one campaign idea that really wows you.
9. Understand Your Contract
Once you choose the PR agency you want to hire, you’ll need a contract or statement of work. It’s likely that the agency will already have this document ready to go. Be sure to read it carefully and consult a lawyer if possible. While it’s unlikely that the PR agency is trying to fool you in some way, it still makes sense to review the contract for:
- Cost
- Duration
- 团队
- 你得到什么
- 报告
- ...和更多
Don’t be shy about asking for revisions to the contract if certain parts don’t work for you.
How Much Does It Cost to Hire a PR Agency?
So, now that you know how to hire a PR agency, you’re probably wondering how much you can expect to pay. According to the Holmes Report, PR agency spend has been on the rise (2019). The number of SMOs and CCOs who manage budgets greater than $100 million, PR spend accounts for 31% of their budgets. For those with budgets between $50–$75 million, PR spend comes in around 17% of the budget.
当然，您最终为PR服务付款的费用取决于您需要的服务和代理商的规模。大多数公关机构每小时对每月的保留账单进行费用，并且团队中每个人的费用在每小时100至500美元之间。每月，这将导致每月3,000-5,000美元的保留者。
It’s important to remember that PR is an investment in the reputation of your business. Hiring a PR agency is a great way to supplement your existingmarketing efforts，建立品牌知名度，并提高流量和销售。
在公关机构中保持原始声誉原始
到目前为止，您应该拥有为您的品牌雇用合适的PR代理所需的一切。但是，一旦您雇用了代理商，您的工作就没有完成。为了获得最佳结果，请准备作为合作伙伴，以确保您想要的策略和消息传递。雇用我们在这里分享的公关代理商的9个提示是一个很好的起点，可以帮助您找到并与合适的PR代理商一起为您的品牌提供。有这么多各种规模的公关机构准备好并愿意为您的品牌创造和保持积极的声誉，您将立即找到完美的匹配！
