When selecting a PR agency, clients carefully consider several key factors that will ultimately shape the success of their campaigns. Here are eight important reasons why clients might choose one agency over another:
1. Chemistry and relationship building
The relationship between a client and their PR agency is key to a successful partnership. Clients want to feel comfortable with the agency’s team and ensure that they understand the brand’s values and goals.
2. Cost vs. quality
Cost is undoubtedly an important consideration, but clients recognise that an overly cheap PR campaign can often lead to poor results. As the saying goes, "you get what you pay for." Clients do not want to sacrifice quality in favour of low cost, as a failed or poorly executed campaign can be far more expensive in the long run. Instead, clients seek agencies that offer a balance between competitive pricing and high-quality services, ensuring that the investment will lead to tangible results.
3. Creativity and innovation
Clients seek agencies with fresh, innovative ideas that are both original and strategically backed. Creative PR campaigns help brands stand out and connect meaningfully with their audience, driving attention and measurable results.
4. Awards and league tables
Clients often seek agencies with a proven track record of success, which is frequently showcased through industry awards and rankings in league tables. As Carolan Davidge, Director of PR and Brand at Cancer Research UK, said: "We would be looking for an agency that has led award-winning campaigns....We would be unlikely to work with an agency without any heritage."
5. Reputation and track record
A PR agency's reputation is shaped by both its successes and its failures. Clients will look at an agency’s previous campaigns to assess its ability to deliver on promises, as well as its experience in their industry or sector. Agencies with a history of successful campaigns, positive client relationships, and measurable results are highly attractive.
6. The right people
Clients are not just hiring an agency—they are hiring the team behind it. The individuals who pitch the agency’s services are often the same people who will be managing the client’s account. Therefore, clients will assess the expertise, experience, and personality of the team members involved.
7. Getting on the list
In some cases, clients may not select an agency from an open market but rather from a vetted list of recommended or shortlisted agencies. Agencies often need to be included on these lists through an official vetting process, which might involve demonstrating their expertise, past successes, and relevant experience. For clients who rely on such lists, an agency’s ability to be included can speak volumes about its credibility and reputation.
8. Avoiding templated, one-size-fits-all approaches
Clients are generally wary of agencies that offer a templated, one-size-fits-all approach to PR campaigns. Each brand is unique, and a successful PR strategy should be tailored to the specific needs and goals of the client. Agencies that attempt to apply generic, pre-packaged solutions often fail to deliver impactful results. Agencies should be realistic about their capacity and transparent about what they can achieve, ensuring they do not promise more than they can deliver.
In summary, clients choose PR agencies based on a combination of factors including reputation, creativity, cost, chemistry, and track record.
