How to find a PR agency in Brisbane

The 3 PR questions you need to ask your prospective PR agency

If you’re in Brisbane and looking for PR agencies, you’re in luck! From global conglomerates to boutique PR and freelancers, there really is something for everyone in the River City. But with so many choices, where do you start? If you’re a medium to large business, you will want to make sure your PR counsel has all 3 Cs to support you – capability, capacity and connection.

Here’s what you should ask your prospective PR partner, whether you are seeking a competitive pitch, or simply meeting with someone based off a referral.

1. Capability

Firstly, you need to make sure they are capable. Not all PR agencies are created equal so here’s what you should ask to make sure the PR managers on your account can propel you forward:

• Scope of work – are they experienced in what you need done? Some agencies excel in traditional media relations, others community engagement. Make sure they’ve done the work you’re asking them to do and ask for examples.
• Sector – in addition to knowing they can do the work, do they know enough about your industry to be compelling in their execution? This is particularly important if your area is niche or complex, because the PR manager needs to be able to articulate your story well to journalists and other stakeholders. Technology, health, science and infrastructure related industries should really look for agencies that have worked in those spaces before.
• Individual – ask who will be on your account and if they have the experience needed to deliver the KPIS. Sometimes agencies can pitch past account experience if it’s a really specialised area, but all those staff may have since left the business. This is ok as long as the General Manager understands the business as they can guide their team.

2. Capacity

The Government tender process does this really well, and it’s something private enterprise can engage in too – that is, to check the agency has the resources to manage the work.

• Personnel available – it’s always a good idea to make sure your agency has accommodated for the possibility of working with you. You don’t want to sign on with an agency only to find out every staff member is under the pump with their own clients, and can’t manage the extra workload. Agencies should have a capacity plan in place that they can speak to, demonstrating the ability to take on your account effectively.

3. Connection

This has a dual meaning - you want to make sure you connect well with the agency team and you also want to make sure the agency has the right connections in business to amplify your cause.

• Connection with the team – agency cultures vary from highly corporate right through to super casual and everything in between, so it’s a great idea to meet at least once with a prospective PR agency to get a feel for fit. Try to meet with the General Manager and at least one other member who is likely to be on the account, as its normal for the Manager to step away from the day to day activity and focus on supervisory and top line strategy moving forward.
• Connections in the industry – ask the team the kind of media and journalists they would recommend you getting to know, suss out their other clients who you might be able to leverage a business relationship with and listen to the experiences and brands they mention that you could draw from. Relationships are so important in PR. By engaging in established relationships, more time can be spent on what matters most, rather than trying to build those connections to start with.

Remember as a client you’re in the driver’s seat when it comes to selecting the best PR agency to work with. You know your business the best so you will know who feels right when you start meeting and speaking further. Make sure you feel confident in the agency’s ability and that you trust them with your business IP – as they really should become an extension of your team. That’s what we strive to be at Elevate! If you’re looking for PR, email us here and we’d be happy to meet.

P.S The coffee is always on us so feel free to let us know your order at the same time!