Here are some helpful selection criteria for choosing a public relations agency. The following is also designed to help you brief a public relations agency with your requirements.
Public Relations Agency Selection Criteria
OVERVIEW: We are interested in hiring a Public Relations agency that can assist with the introduction of _______________. The length of this engagement is __________.
BACKGROUND:
<Insert Name of Company> is the leading <insert industry> company headquartered in the <insert headquarters city/country>. <Describe what you do, how you do it and how you add value to customers, value proposition, mission etc> <Insert when company was founded and private/public and countries where you operate>.
We operate in <insert industry size and other competitive information.>
Our company has several competitive advantages in the market including <insert competitive advantages, why you win.><insert who you compete with>
ROLE OF AGENCY PARTNER:
Introduce <name of company> and our value proposition to the general business press and select vertical and professional publications in the <name countries>. Verticals of interest include:
- Learning and Development
- Marketing
- Sales
- Financial Services
- Technology/Software
SCOPE OF SERVICES:
- Plan Development and Execution
- Content creation as needed
- Media relations
- Analyst relations
- Awards
- Product reviews
- Metrics and monitoring.
PRIORITIES/OBJECTIVES:
- Agency experience relevant to <company name> industry
- Experience and role of staff members who will work on this account
- Process for managing account
- Examples of strategic value that can be delivered through agency – beyond simple program execution
- Agency’s public relations philosophy and approach
- Additional resources that the agency offers
- Proposed elements of plan along with a suggested budget
- Billing and expense practices, including whether travel for account management is considered a billable expense
REFERENCE ACCOUNTS:
Three client references should be provided at the time of your presentation, including: Current contact name, address, phone number and email.
TERM OF SERVICE:
COMPANY wishes to engage PR agency for a <indicate term in months/years> term.
CONFLICT OF INTEREST:
Proposing agencies are asked to certify that they have no conflicts of interest in working with <insert company name>. Principal competitors are: <insert competitors> Additional companies may also be considered competitors, and we ask that you email any questions on competitors if you have them.
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