There comes a time in every company’s journey when they need help sharing their story. And choosing the right partner to help tell that story is an important decision.
Selecting the ideal PR agency isn’t just about finding the firm with the best reputation. The right partner will understand your business, align with your values, and act as a strategic advisor in helping you navigate the media landscape, build connections, and uncover opportunities.
When there’s alignment in communication style, industry expertise, and shared vision, your PR efforts become more impactful. It also becomes more efficient and authentic. Here are four ways to ensure alignment.
1. Should I choose a generalist or specialized agency?
Determining whether to partner with a generalist agency or one that’s specialized for your industry is an important first step. My advice is to consider your elevator pitch.
When explaining your company to others, how long does that elevator ride need to be?
If you can explain what you do in 10 floors or less, a generalist agency could be a safe option. However, if that elevator ride is going to the top of a New York City skyscraper, you probably want to consider a specialized agency.
The more complex or niche your business, the more important a specialized communications partner becomes.
“Successful communication today requires partners who are industry experts willing to see both the familiar and the unfamiliar in new ways,” Sarah Biller, cofounder of Fintech Sandbox told me. “I look for professional communication agencies whose teams can synthesize information and make substantive connections that may not be immediately obvious to others in the industry.”
You’ll want a team that talks your talk and has the ability to accurately translate your messaging to journalists, your target audiences, and other key stakeholders.
2. What’s the business value?
More and more, clients need to tie communications and marketing efforts directly to sales and company revenue.
The right agency partner will work with you to develop tailored strategies and KPIs that align with your broader business goals, and they’ll act as an extension of your team to help you track toward success. Whether creating a bespoke media relations plan or building a targeted paid social campaign, you’ll want a partner who understands the tactics that are most likely to drive meaningful impact.
Be wary of agencies that equate PR with press releases only. Often, the media outreach around an announcement is more impactful than the press release itself. Look for a partner who will brainstorm with you and think through how to make your biggest moments even bigger.
3. Are they well connected?
Connections are important. When choosing an agency partner, evaluate their industry ties. The more niche your industry, the more important this becomes. Without deep industry relationships, surface-level PR tactics may not be enough.
First, consider the agency’s relationships with reporters. Do they have close connections with publications and journalists of value to your business? Understanding what media are looking for and which publications will be most impactful is essential.
Equally important—though often overlooked—is an agency’s connectivity to industry conferences and events. A partner with a close pulse on the most impactful events for your industry can guide you on which are worth attending, speaking at or sponsoring, ultimately saving you time and money.
And finally, consider broader connectivity in your industry. Relationships are the foundation of business, and you never know what connections could be built through your agency’s network.
4. Do our cultures align?
The right communications partner will become a valuable extension of your team. It’s important to know and trust the people on the other side of the table (or computer screen).
As you evaluate potential agencies, try to get a sense of how their team operates and thinks. You’ll want a partner whose working style and values align with yours.
Culture clashes don’t work for anyone. You should be able to rely on your agency if things go south. You’ll spend a considerable amount of time together, so ensuring culture alignment must be a priority.
Choosing the right PR partner requires research, due diligence, and thoughtful evaluation. But when you find a partner that truly aligns with your company’s vision and goals, you open the door to meaningful collaboration and powerful opportunities.
By using the considerations outlined above as your guide, you’ll be well on your way to finding the right communications partner for your business.
Grace Keith Rodriguez is CEO of Caliber Corporate Advisers.
