These days our marketing team is going through the effort of selecting a new partner for our public relations(PR) and brand building efforts at KidoZen. This selection process comes after a failed attempt to work with a different PR agency which, despite their best efforts, turned out not to be the best fit for our current needs.
After being incredibly frustrated with the experience with our former PR partner, I shared my thoughts with a few of my advisors and they almost laugh at me explaining that my frustration was just a symptom of not knowing how difficult is to find the right PR partner for your company. It’s absolutely true, the KidoZen marketing team has decades of experience in PR and still managed to select the wrong firm for our current goals.
With this experience I learned a very fundamental lesson that could be valuable for every startup CEO: when comes to PR, you quickly learn the difference between good and great. Below I summarized some of my thoughts that, hopefully, will be helpful when working with PR partners
Different Stages, Different PR Needs
When selecting a PR firm, it is very important to clearly understand in details your current PR needs. The stage of your company is one of the fundamental elements that needs to be considered when working with a PR partner. While a mature company might have the need to increase its visibility in the public markets media outlets and specific types of investors, a smaller startup has completely different needs.
In Early Stages, Small PR Firms Might Be Better
There are many exceptions to this rule but, in my experience, I’ve found that smaller PR firms might often result in better partners for startups during their series A-B timeframe. Boutique PR agencies have the flexibility of growing with your company and can devote the right level of attention to your team to understand their PR needs.
Find Someone Who Understands Your Space
This is a tricky one. Every other PR agency, will do their due diligence in order to appear knowledgeable in the space but that doesn’t mean they are true experts. Deep knowledge, experience and connections in your current space are key in order to be a solid PR partner. When going through your selection process, push your potential partners in terms of understanding of the new trends in your space, your competitors, acquisition patterns, VCs investing in the space etc.
Good PR is not Cheap
Might sound obvious but I was a bit surprised of how expensive good PR agencies can be. While, as a startup, you need to remain very cost-conscious, it is important to realize that good PR work is going to require a significant investment on your side.
When selecting a PR agency, look for someone who is really connected in the space. Connections are extremely important because, more often than not, your PR partner will have to call favors in order to increase the visibility of your company.
You Need an Internal Marketing Team
As engaging in PR efforts, don’t attempt to manage your external PR partner. It will drive you insane. It is important that your internal marketing team owns the relationship and manages the communication channel between your team and your PR partner. At the end, a good PR partner will grow with your company and it is key to have dedicated resources focused on nurturing that relationship.