Looking to hire a tech PR agency? Well, we’d say it should be us, but we’ll let you decide that one for yourself 😉
What we will do though, is tell you how to hire a tech PR agency, maybe after that we’ll have a chat…
Hiring a PR agency can be a pivotal decision for startups and established tech companies. The right agency can elevate your brand, enhance your public image, and drive your business objectives forward. However, determining whether you need a PR agency and selecting the right one involves carefully considering various factors. This blog post will explore critical variables such as your company’s size and stage, funding, activity levels, and internal resources. We’ll also discuss how to define your PR objectives, budget considerations, types of agencies, and alternatives. Additionally, we’ll provide practical advice on assessing potential PR partners, including asking for referrals, reviewing case studies, and ensuring a good cultural fit. By the end of this guide, we’ll equip you with the knowledge to make an informed decision about hiring a tech PR agency that aligns with your needs and goals.
P.S. if you are still wondering whether you should hire a tech PR agency, we also have a blog post for that.
There are different types of agencies?
Okay, okay okay. WHERE do we beginn?!
When choosing a PR agency, it’s essential to understand the different types available and what they offer:
Large PR Agencies
Large PR agencies have extensive resources, a vast network of media contacts, and a wide range of services. They can handle large-scale campaigns and offer strategic advice based on industry experience. However, they often charge higher fees and may not provide the personalized attention that smaller companies need.
Boutique PR Agencies
Boutique PR agencies are smaller firms typically offering specialized services and personalized attention. They may be more flexible and affordable for startups and smaller tech companies. However, their reach and resources might be more limited compared to larger agencies.
Specialist PR Agencies
If you look hard enough, you might find that there is an agency that focuses exactly on your type of company. As a startup or tech company, you’d be looking for a tech PR agency or startup-focused agency. But there are also more niche or vertical-oriented agencies.
Hey – can I get a reference?
We’re looking for reliability, people!
One of the best ways to find a reliable tech PR agency is to ask for referrals from other tech companies or industry peers. Referrals can provide firsthand insights into an agency’s effectiveness, reliability, and quality of their services. Contact your network and ask about their experiences with different PR agencies.
What about a case study?
Let’s do some research – it’s the right thing to do. When evaluating PR agencies, ask to see case studies relevant to your industry or business size. Case studies can demonstrate the agency’s ability to achieve results similar to what you seek. Look for examples of successful campaigns, media placements, and measurable outcomes that align with your goals.
Check out their website and LinkedIn profiles of their leaders
This is the one time we’d recommend you get a little stalker-y.
A PR agency’s website and the LinkedIn profiles of its leaders can provide valuable information about their expertise, approach, and industry connections. Review their website for details about their services, past clients, and team members. LinkedIn profiles can offer insights into the experience and credibility of the agency’s leadership.
Ask about the team that will serve you and the team structure
There’s no work like teamwork. Understanding who will be working on your account and how the team is structured is important. Ask about the backgrounds and roles of the team members serving you. Ensure that the team has the right mix of skills and experience to meet your PR needs. Understanding the team structure can also help you know whom to contact for different aspects of your campaign.
Understand their model and whether they have a breakout clause
Before signing on the dotted line with a PR agency, it’s essential to understand their working model and terms. Some agencies require long-term commitments, while others offer more flexible arrangements. Check if a breakout clause in the contract allows you to terminate the agreement if the agency fails to deliver as promised. A clear understanding of the terms can help avoid potential conflict and ensure a smooth working relationship.
Check for personal chemistry and culture fit
When hiring a PR agency, you must ensure good personal chemistry and a cultural fit between your team and the agency. PR is a collaborative effort, and a strong working relationship can significantly impact the success of your campaigns. Schedule meetings or calls with the agency’s team members to gauge how well you connect. A good fit will facilitate smoother communication and better collaboration.
Ask what results to expect
Be clear about what results you can realistically expect from the PR agency. Discuss key performance indicators (KPIs) and how success will be measured. While PR can significantly boost visibility and reputation, setting realistic expectations regarding timelines and outcomes is essential. Ask the agency to provide examples of similar clients and the results they achieved – this will help you understand what is achievable and set clear benchmarks for your PR efforts.
Alternatives: in-house or freelancers
If hiring a PR agency is not feasible, or you were not able to find the right fit, consider these alternatives:
In-House PR
Building an in-house PR team can be cost-effective, especially for companies with a steady stream of news and ongoing PR needs. An internal team can offer greater control and alignment with your company’s vision and goals. Your Head of PR could have a seat at the table with all the company top executives, develop personal relationships and potentially even share a brain with your CEO. However, recruiting and training PR professionals can be time-consuming, slow and costly.
Freelancers
Hiring freelance PR professionals can provide the expertise you need on a project-by-project basis. This approach is flexible and often more affordable than engaging a full-time agency. However, managing multiple freelancers and scaling this approach can be challenging, and you may get a different level of strategic support than with an agency.
Want more advice? We got a whooooole library of it!
You don’t say? Rethinking the role of quotes in press releases
