Before You Hire a PR Firm

Before You Hire a PR Firm

This one is an oldie but a goodie. Our CEO, Vanessa Wakeman, shared her thoughts with New York Enterprise Report readers on questions you should ask before you hire a PR firm.
Before You Hire a PR Firm

If you’re looking to take on a PR firm, prepare yourself with these questions

By Vanessa Wakeman

A few years ago, we were asked to bid on a PR campaign for a new hospitality group. We were very excited about this organization because they, at the time, had the potential to become game changers, firing up an industry and changing the way business is done. We put together a solid presentation and proposal, received great feedback from the executive team and felt fairly confident that we had a good chance of getting the business.

About a week after our presentation I received a phone call from the CEO stating that they thought we were a solid agency that could deliver but ultimately decided to go with another firm that had deep experience in the industry. Without much prodding the CEO sheepishly admitted that the selected agency didn’t seem to be as enthusiastic as we were, but they certainly had the contacts and years of experience to achieve expectations. We ended the call on a good note with me wishing the prospect luck with the new venture and to keep in touch, perhaps we’d have an opportunity to work together in the future.

About six months after that call, I received a follow-up call from the CEO. Less than 30 seconds into the call, he blurted out, “We f#@*ed up.” After a few questions by me, it became clear that they had gotten caught up in the bigger is better syndrome, thinking that the big firm with the big name and big budget clients would be a good fit for them.

Read the rest of the New York Enterprise Report blog here.