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Top Ten Tips for Choosing a PR & Marketing Company

by: intelligentmarketing on Date: Thu, 30 Sep 2010 Time: 8:55 AM

Choosing the right PR & Marketing Agency for your business is one of the most important decisions you will make as a business owner, particularly if you are a small or emerging organisation with a limited budget.

We’ve put together ten top tips to help you make the right choice for your next marketing campaign.

1. Think about why you need PR & Marketing. What do you as a business want to achieve from it? Include your objectives in your business plan and make sure you factor in some performance indicators to check progress. Be inspired, but also be realistic.
2. What type of activities do you want to include? The agency you choose should be able to offer a good mix of activities across a variety of different media to get the best results for you. The cheapest won’t necessarily bring you the best results. It’s not just about the keenest price but about getting the best level of service you can afford.
3. Be prepared! When you call or meet with your potential agency make sure you can give them as much information as possible including: products and services, your company ethos, your current marketing activities (if any) and so on.
4. Be clear! Having clear objectives yourself means you will be able to communicate them well to your potential agency thus giving them the best opportunity to create a strategy that suits your objectives and your budget.
5. What makes a good agency? a) Take a look at their portfolio – the types of companies and previous work they have undertaken and consider the consistency of the work produced b) get recommendations if you can c) give them a call to arrange a meeting – a good agency will ask you lots of questions in order to understand your business and its goals.
6. A good agency will be responsive and accessible. If it takes too long for someone to get back to you after your initial enquiry then it probably isn’t the right one for you.
7. Get the right team! A good PR & Marketing Agency is like an extension to your own team so take the time to choose the right fit for your company. Can you really see yourself working with them? If you are in any doubt then don’t hire them.
8. A clear pricing policy is essential. As a business owner or manager you will have a budget to work to – make sure you get a comprehensive and transparent quote for the work with no hidden costs. Be aware that if an agency is vague with their pricing structure it could mean that there will be a few surprises further down the line and you could end up spending more than you anticipated.
9. Always ask for references. A reputable agency will have (at least) a handful of clients who are willing to give a reference – so don’t be afraid to ask.
10. Remember – you are working WITH them so treat it as you would any working relationship – be constructive and open and look for a an agency that will be the same with you.


Choosing a PR & Marketing company is a key decision for any business in terms of the input that is needed from your team, the investment required and hopefully the positive impact it will have. Follow our top tips and don’t be rushed into a hasty decision.

About the Author

Intelligent Marketing is a creative agency based on the South Coast working for a diverse portfolio of clients.

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