White Paper: Appointing a Public Relations Agency: a How-To for SMEs
The following white paper may be of interest to small businesses that are looking for PR assistance:
© copyright 2008 WMC Public Relations Pty Limited
Appointing a Public Relations Agency: a How-To for SMEs
Your business has finally reached the point where your secretary/PA has told you that writing press releases was not in her job description.
This is the time to seek help from a public relations professional.
There are myriad considerations before you start calling a recruitment company, writing an advertisement, or public relations agencies / consultancies or, including:
- In-house versus outsourcing
- What is your budget?
- What are your objectives?
- How do I select the right agency?
In-house Vs Outsourced
Most PR agencies will tell you it is more cost effective to outsource the PR role rather than having a full time or part time in-house Public Relations Officer.
In general the benefits when outsourcing include:
1. Access to a greater skill base and people who have wider experience, contacts and expertise. An agency is also more in touch with trends and developments in PR practices and techniques.
2. Flexible budgeting: when you appoint a PR agency you only pay for the time they spend on your behalf and the tap can be turned on and off as necessary (although this isn’t recommended).
3. Agencies can manage peak workloads, bringing on more people as required.
4. Infrastructure costs to set up a new employee (PC, desk, business cards, etc.), in addition to the real estate required, aren’t required.
5. In-house staff are often called upon to undertake duties in areas other than the public relations and communications roles for which they were employed. This dilutes the position, which can affect the desired outcomes.
6. Agency staff are independent and therefore will provide objective advice and analysis, without the constraints of internal politics that may come into play with an in-house PR Officer.
Method of Operation
For small to medium enterprises (SMEs) an agency should have one primary consultant or account executive/director who is the day-to-day contact for your business. Other staff would be provided as additional resources as required.
Likewise, the Account Executive should deal with one person at your organisation. Ideally, it should be a senior person: either the President/Managing Director/Owner or the Sales Director, depending on how many employees you have. Their PAs should be present at meetings, as they provide the necessary backup and support. Assistants are valuable too by contributing ideas and providing any internal legwork that may be required.
There are usually three methods of operation that each have an alternative billing system, although they can be intertwined.
You should have a choice of either paying a monthly retainer for the duration of the campaign or ongoing program; paying per project agreeing on the cost beforehand; or paying an hourly rate either for a specific project or on a continuing basis.
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A full copy of the white paper can be downloaded from www.prmelbourne.com.au
The rest of the document covers these payment options:
. monthly retainer
. per project
. hourly rate
It also covers budget and setting objectives.
And then it talks about selecting the right agency.
For more information on how a public relations program may be able to help your business, visit, www.wmcpr.com.au
I look forward to any comments you may have.
Wendy McWilliams, WMC Public Relations ( WMC PR )
