In the last post, I outlined Ten Tips to Being a Good Client. Tip #1 was pick the right agency, which is important enough, and complex enough, to warrant its own discussion. So, here it is, 8 ways to figure out if you're picking the right agency. I've written this mostly toward picking an ad agency, but similar principles apply for picking a PR firm.
- Pick by size. Often the size of your account may align with the size of the agency you end up with. Or you may prefer a "nimble boutique" or a "name brand shop." Bigger is NOT necessarily better. You want right for you. While the industry may have formal categories for these things, in my experience shops fall into these categories:
- 1-10 people: just starting or small.
- 11-40 people: over the start-up hump, some critical mass
- 41-75 people: crossing 40 seems to be a milestone that takes people to a different place
- 75-300 people: these are getting to be some serious shops, likely with a few national brand name type clients
- 300+ people: these are likely owned by one of about 3 giant holding companies that own everybody. If you don't know who they are, you can't afford them.