Whether you’re selecting a public relations agency, building a long-term communications plan, or preparing for your next media interview, we’re here to help you navigate every step with confidence.
Selecting a Public Relations Agency
Why does choosing the right PR agency matter?
Because you are handing someone your reputation. The right agency will become your trusted business partner, and tell you what you need to hear, not just what you want to hear. They’ll be in your corner when things get complicated. And they’ll help you see around corners, so you know what is coming.
What should I do before partnering with an agency?
Think about what you want to accomplish. “Getting more press” isn’t the goal; but that might be one way to achieve a goal of making sure the right people know about you or your services.
How do I find the right agency?
Ask around. Reach out to peers, your chamber or industry association and ask who they have worked with and how it went. Look for a partner with results you can verify and a real commitment to ethics. We follow PRSA’s Code of Ethics and you should expect the same from any agency you meet with.
What should I discuss when interviewing agencies?
Be upfront about your goals and budget. Ask who will be doing the day-to-day work on your account and how they will measure success. Ask them to share case studies with similar scopes of work. And pay attention to what they ask you. A good partner wants to understand your business.
Working With a Public Relations Agency
When does it make sense to hire a PR agency?
If your organization doesn’t have a team that owns communications, or the in-house team is stretched too thin. If you have a new initiative that needs outside support. Or when something has gone wrong and you need a crisis expert immediately. An agency provides much-needed counsel and an outside perspective that will be beneficial to your organization. They not only have access to media outlets that will be important to your organization but relationships with other stakeholders that can take years to build.
How often should I communicate with my agency?
Our best client partnerships rely on regular meetings and quick check-ins to ensure projects stay on track. The more we know and sooner we know, the better we will be in guiding you through. If we are hearing your news at the same time as everyone else, we’ve missed a chance to help you leverage that news.
Should my PR agency be part of strategic planning?
Absolutely. The more we know about where you’ve been and where you are headed, the better we can provide the strategic counsel you need. Share your vision, marketing plans, and research, including news that isn’t public yet. Confidentiality is part of the job for us, and we treat your information that way.
What goals should I share with my agency?
All of them. Maybe you are building awareness, repairing a reputation, launching something new or preparing for a tough public conversation. Whatever it is, we will be better equipped to help you when we know what you want to accomplish.
How do I measure the return on investment of an agency?
Start by jointly agreeing on what success looks like. Maybe it’s more coverage in the outlets your clients read, maybe it’s more inquiries or hits on your website, increased event attendance or a crisis that stayed contained. We establish those benchmarks with you at the beginning, all connected to your business goals, and report on them regularly. Naturally, some of what we do can be hard to measure, such as a reporter calling you first or a reputation that holds up when something goes wrong, but we are transparent with you about that, too.
Long-Term Communications Planning
Why does my business need a communications plan?
For the same reason you need a business plan. Without one, communications become reactive. A plan keeps your messages consistent and credible, ensuring all efforts are working toward the same end.
How can you help my messaging?
We start by understanding who your audiences are, what they know about you, and what you may want them to know. We ensure all your key messages are clear, impactful, and tailored for the audience. Your message should show up in the same way whether it’s a social post, a newsletter, a broadcast interview or in a speech. Your audience should hear the same story regardless of the channel.
How does planning help me take advantage of opportunities?
When you have a clear understanding of your audience and the message, you can quickly spot the right opportunities and pass on those with little value. You are more ready to respond when a reporter calls or a speaking slot opens up.
Why does timing matter?
All news has a shelf life. A well-thought-out plan lets you map out launches, timing messaging for when they’ll get the most exposure and not get buried, as well as capitalize on trends and what’s already happening.
Newsworthy Stories
What makes a story newsworthy?
Reporters are looking for timeliness, impact on their audience, and human interest. The clearer you can make your story in any or all of those elements, the more newsworthy it is and the more likely it will be to gain a reporter’s attention.
Can a national story be made relevant locally?
Absolutely! If you can be a local voice on a national issue, you’ve got a very strong pitch. Local reporters are always looking to see how national trends impact their community.
Is my business newsworthy enough to hire a PR firm?
Probably more than you know. Every organization has an opportunity to share great stories, most of which they don’t even realize they have because they are too close to them. A big part of what we do is help you find those stories and tell them well.
How does HMA PR help shape stories?
We have strong relationships with reporters, editors and producers, so we can accurately gauge if your story is going to land and where. Through our leadership with the Public Relations Global Network (PRGN), we have similar capabilities in markets around the globe.
Media Interview Tips for CEOs and Spokespeople
How should I prepare for a media interview?
Prepare and practice! Working with your communications team and agency partners, develop clear and concise talking points. Anticipate the questions that may be asked. Practice saying it out loud, so it sounds natural, as well as practice bridging from other topics back to those key messages. Ensure the reporter has your company or industry information so you don’t spend too much time on the basics. For especially high stakes conversations, consider professional media training. At HMA Public Relations, Abbie is our primary media trainer.
Should I use industry terms in an interview?
Avoid industry jargon. It helps to focus on simplifying your language and explaining complex ideas in the same way you might tell your grandparent or a neighbor. If you must use technical terms, follow up with a quick explanation, such as, “By that, I mean…”
How should I conduct myself during the interview?
Just be yourself. Make eye contact and sit naturally, without fidgeting. Make small talk before you start, comment on what you know about the reporter. But remember that everything you say is on the record, so stay focused on your key messaging. If you don’t know, say, “I don’t know.” Never guess or try to fill in the silence.
What should I say if the reporter asks if I'd like to add anything?
Repeat your main points, or ensure you get in that key take-away that you hadn’t been able to bring up.
