Choosing the Right Agency for Public Relations

by Infinity Concepts | Jul 20, 2018 | Branding, Consulting, Fundraising

Public Relations is an important consideration for every non-profit organization. Using an agency for PR can provide additional insights and opportunities to raise awareness, increase engagement, and establish your brand in the hearts and minds of your people.

Boutique and specialty agencies have seen their share of support throughout recent years. Organizations have felt that an agency focusing specifically on public relations can offer them results. They are right. But at what cost?

Specialty PR firms are focused on one thing, and that is results that offer you a strong Return on Investment (ROI). That sounds great in theory, but if your organization is losing momentum as an overall brand — or if your PR program conflicts with other efforts and outreaches, your organization as a whole suffers.

As a leader in your organization, working with an agency that only focuses on public relations may not be the best route. You may want to consider the bigger picture when it comes to your organization’s communications plan and your overall success. It is important to look at this decision from all angles before deciding on a partner and what they can offer.

Here are some things to consider as you go through the process of selecting an agency to handle your public relations efforts:

Branding: Nothing is more important in marketing and communications than fully understanding and conveying your brand properly. To do this effectively, you must have consistency across all of your platforms, outreaches and touch points for your customers. This includes not only the look at the creative of your brand, but also your messaging and verbiage.
Consultation: Within an organization, its employees often have a difficult time separating themselves, or taking a step back to evaluate its true state when they are invested every day. Offering consultation from an outside agency offers fresh eyes and a trusted partner who has likely had a multitude of unique experiences with which to draw its’ recommendations. Having someone who is able to give advice with your entire organization in mind is well worth the investment.
Fundraising: Oftentimes, non-profit organizations forget to make fundraising a part of their marketing and communications plan. Regardless of how your organization reaches them, your donors are your customers and should be communicated to with that in mind. Synergy throughout all avenues improves your total reach by making you instantly more identifiable.
Public Image: Your image as a leader of your organization is just as important as how people view your company. Thought leadership efforts from your public relations campaign can be repurposed throughout your marketing, digital, and fundraising campaigns. But, they will need to be seamlessly implemented. This can only happen if everyone is on the same page and working together.

A public relations/communications plan should marinate through your entire marketing and outreach plan. There are key messaging points, supportive creative and consistency which makes the most of your efforts.

At Infinity Concepts, we always bring you a cohesive plan with considerations that permeate throughout your entire brand. If you would like to push your organization forward with a unified message, reach out to our VP of Client Services and CDO Darrell Law at Darrell@infinityconcepts.com or at 724.733.1200 x26.

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