What does a Public Relations agency do?

This type of company is dedicated to managing the communication of a company. We tell you what it takes to work with them.

The lines that divide and differentiate an agency. PR of a media company is as thin as the one that separates the love hate, so it is common to confuse what are the tasks that performs one and the other, it is not surprising that in its own dynamics it has than supply functions. Initially, a PR agency is characterized by providing strategic support for brands to carry out good communication, internal and / or external, to establish positive and projection relationships with its workers, the community where it is installed and even with the investors, without forgetting of course the consumer; in addition to supporting their marketing strategies such as product introduction, repositioning, organize events and press conferences, among other activities. In other words, carry out a professional management of the communication to achieve the stated objectives, by providing a look external to the company and solutions without prejudice to the various needs internal and external of the organization. On the other hand, the media agency is dedicated to selecting places where brands can better communicate with their consumers, task that three or four decades ago seemed simple in the absence of diversity of media and communication channels that today predominate in the 21st century. And it is precisely the evolution of the media and the arrival of new technologies which has forced these two areas to face a revolution in their ways of working and their activities, and even in attributes you must have to earn the account of a great brand.

Today, for example, it is not enough to have acquaintances in the media of communication to externalize the values ​​of a company, requires greater skills and efforts to counterbalance consumer empowerment thanks to new technologies and social networks, which today allow you to a single click to be aware of which company does not meet its commitments environmental issues, your situation on the stock market, whether you treat your workers and whether or not they are socially responsible, among other defects or virtues.

For this reason, the profile of the traditional advertiser, someone nice with many acquaintances in the media, is moving towards elements that have the ability to manage how it is perceived the company by the community and direct it towards the objective in this item.

Among other characteristics, today companies are looking for people who can handle a crisis with all the elements: from surprise, the made the negative news travel the country from one day to the next and become a topic in the public domain, it must be resolved with great order and in very little time. The latter is vital for all types of organization, and more if this one is renowned.

Since the selection and contracting of an agency Public relations is a task that you should not carry out lightly. We share some recommendations for this:

* Determine your needs.

Not just in a matter of public relations and communication of your company, but also the convenience external strategic advice, if you require an agency or executor or both, and if you plan to distribute the work to different firms or you will count exclusively with one to take care of your different requirements.

* Get ready.

Get a detailed proposal too It depends on you, because the clearer you express to the agencies called your objectives and provide elements (presentation dossier, actions of previous public relations, Internet presence, etc.) the projects that they present you will be closer to what you are looking for. Also, you have to decide who or who will be responsible for selecting the agency, which may well be the directors of public relations, communication, marketing, to name a few.

* Enter and win.

An effective way to attract the best offer and obtaining the best option is to call various agencies to a contest, where it is advisable to invite those with references previous. You can make the invitation through a phone call or conventional or electronic mail, and be attentive to the responses of the firms that wish to participate.

* List your options.

The key to a good selection It can be in your notebook, because although the invitation to the contest was made to six or eight agencies, which comprise your long list, there will be three or four that They will make the jump to your short list, which are the ones that you will provide the bases of the contest and you will wait for their proposals.

* Observe, listen and ask.

The oral presentation and the strategic document are vital when making a decision, since these the knowledge of the agency, the sector and the products must be reflected of the company, objectives, strategy, actions, measurement of results, budget and team that will develop the program. Do not hesitate to ask your concerns to agencies, for example, how many hours will they dedicate to your company.

* Evaluate and decide.

Once the presentations were over, the person or team designated for agency selection shall decide whether the information presented by the candidates matches the criteria previously established as the objectives set, capacity and experience of the team, strategy, creativity, efficiency and management style, team integration, estimated results and method of measurement, among others points. Once you have your decision, it’s best to set the conditions contract with the selected agency, even before communicating to the rest the result of the contest.

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