Every company needs a strategic communications plan to maintain top-of-mind awareness with key audiences. Companies that don’t succeed likely don’t work hard enough on their external communications efforts, including public relations. However, there’s only so much a startup or small business can do on its own. So, how do you know when to hire a communications firm?
The simple answer is that it depends. Below are four key questions you need to ask yourself before hiring a communications firm:
- Do you have clear goals for your PR campaign? If you don’t have a clear objective for investing in communications, you set yourself and the firm up for failure. Be clear and honest about why you want to start working with a firm. Once you know your objective, it will be easier to determine whether it can be accomplished within the company or requires external expertise.
- Have you maxed out your current resources? Some public relations efforts require resources that your company simply doesn’t have. You may not have enough people, the right technology, or the right connections. A public relations firm can help you develop a strategy, accomplish tasks, and reach the next level.
- How much effort are you willing to put in? And how much responsibility do you want the firm to take on? You should ask these questions when interviewing potential firms. Some offer more hands-on services, while others provide strategy and train your team to do the work. The best communications firms will give you various options so you can pick the level of support you need.
- What are you lacking now that you think a communications firm could help with? In other words, what are your expressed and implied expectations? You may think that a PR firm is there to get your news releases to the right reporters and get media coverage. But what other ways can they help you? What could a firm take off your hands that would help you do your job better?
Tucker/Hall serves a wide range of clients across crisis communications, brand management, and digital marketing, among other specialties. If you would like to schedule an appointment with us, click here.
