One of my first projects last summer was to select a new PR agency. I’m currently in my second client-side role, and this was my second time searching for a PR firm. Along the way, I’ve learned that while frustrating, it’s important to embrace the selection process. A lot of information can be uncovered that will help you be successful in your role – like how your executives view PR, what they’re REALLY looking for, what negative agency experiences they’ve had at past companies, etc.

The first time around, I hired a new PR firm after about four months after leaving an agency. At the time, it made sense to simply choose that agency and move on to determining the account setup. In hindsight, while I absolutely think that agency was the right decision, bypassing the selection process is something I’ll never do again – I found it created as many problems as it eliminated.

For example, a year later I found myself in a heated discussion about the value a PR firm delivers. As I defended agencies in general, it was interpreted as me defending “my” agency. In fact, one executive said he felt I had been too loyal to “my” PR firm and was lacking objectivity. Those involved in the initial discussion knew that wasn’t the case, but nevertheless it created a major challenge that could have been avoided.

During my second agency search, I made sure I didn’t repeat my original missteps – and while I was the ultimate decision maker, I understood the value of having everyone fully on board with that decision. At the same time, I still didn’t want to go through the timely RFI to RFP to pitch to another pitch process. So I met with the executives to find out what each was looking for, what their hot buttons were, etc.

Those conversations, as well as the ones immediately following each agency’s pitch, were very enlightening to me. It became apparent to me how each liked to work, and where they believed agencies add value. Even our final discussion highlighted areas of potential concern about the program and client/agency relationship. All of the discussions gave me a roadmap to best manage the agency and, equally important, manage the relationship between the agency and my executives.

I realize now that in my haste to bypass the process the first time around, I missed out on the benefits of the process – primarily educating myself about my own company. I could have discovered some long standing opinions about PR agencies that my executive team held much earlier (for ex., one exec believed that regardless of performance, it was smart to fire the agency after a year and start fresh), and dealt with them proactively. I also think I would have garnered more insight into what each executive expected PR to accomplish, and whether any disconnects existed.

While I’m on the subject, if you’re looking for an agency, here are a few additional pieces of advice:

  • Develop a list of what you’re looking for in an agency, and how you’ll prioritize it (for example, is senior counsel important? What about content creation? How will you measure industry knowledge, ability to execute, etc.?).
  • Socialize your criteria with your executive team and have an open conversation about past experiences with agencies (with your company and at past companies)
  • Read the fine print of the contract BEFORE you make a decision. Additional charges impact your budget. For example, some firms charge a 10% “processing fee” on all expenses. Which means if they put a press release on a wire, pay to submit an award, or even travel for you, you’ll get hit with additional fees that add up. Other agencies still charge you for their phone calls or subscriptions. They’re nominal fees, but they add up quickly (and many agencies no longer charge for that).
  • Reach out to your network for recommendations. It’s important to call the references the agency provides you, but call people you trust. And if you can, find a client who no longer works with the agency for a balanced view.
  • Don’t be “wowed” by a superstar on a mediocre team. The industry has high churn, and you need to be comfortable with the entire agency team you choose.

What about you? Any advice from past experience you can share?