5 Things to Look for in a PR Agency

By DPR Group

Today, more businesses are embracing new media and marketing strategies than ever before. Simultaneously, more PR agencies are claiming to have the knowledge and expertise needed to develop and execute successful public relations and marketing initiatives, though not all do.

Strategic public relations should raise awareness and enhance the reputation of a company through a steady stream of positive news stories and help companies establish their brand in the industry, retain current clients and attract new ones through various channels including raising awareness and enhancing the reputation of a company through a steady stream of positive news stories. The truth is that with the recent media industry downturn this is more difficult than ever before because there are fewer outlets and media contacts to listen to your story. These same people are receiving hundreds—even thousands—of topics and press releases each day. To ensure their stories are heard above the rest, successful companies are hiring public relations agencies to help strategically reach their target audiences through high profile placements and positive publicity.

When choosing an agency to handle your PR initiatives, here are five things you must look for in a prospective firm:

  • Established Industry Expertise – Make sure the agency has a long history of successfully representing complimentary companies within your market space. If you are a systems integrator for the manufacturing industry, look for companies that represent software developers for manufacturing or actual manufacturers that could be your customers.
  • Strong Media Connections – Cutting through the congestion in the media industry requires established relationships with key target publications in your industry. For example, if you’re in the technology industry, make sure the PR agency has a strong database of local and national IT publications.
  • Commitment to Service – To get a more responsive and personable service, look for a smaller agency that specializes in your industry. They should make you feel like you’re their only client.
  • Results Guarantee – Make sure that the PR agency has a proven track record of success from past clients. Review where the agency’s clients have been featured and think of where you want to be featured. Before signing, make sure you know how success will be measured so you can be confident about your results.
  • Client References – A good PR agency should happily offer several client references. Call these references! Ask what the agency did for them. How long did it take them to gain traction with the media to help increase their brand awareness?

Your primary goal should be to find a PR agency that not only lives and breathes the ever-changing media industry, but stays true to proven PR philosophy, employs ethical tactics and recommends industry best practices.


What People Are Saying

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

Cimcorp utilizes DPR Group for its ability to create well-written, persuasive content and that elevates our brand recognition. DPR helps us beyond content creation — They have become a reliable resource for many of our global marketing initiatives and continue to help drive our brand to reach new heights.

Kristiner Taylor, Marketing & Communications Coordinator
Cimcorp Automation Ltd.

Abatement Technologies is growing faster than ever, and, with this growth, we are focused on building brand awareness and educating experts on the solutions that are readily available to them. By leveraging DPR Group to secure high-level media placements, we’re able to better educate the public about the importance of indoor air quality and how to better protect themselves and others.

Lori Vaughan, Marketing Manager
Abatement Technologies

DPR Group has achieved results for DirectMail.com that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta

In less than six months, DPR Group has helped Protech develop and launch a new website and successfully introduce Protech Cloud Business Solutions to the market. We truly value the expertise and services that the DPR Group team brings to the table and look forward to a long, successful relationship together.

Brian Bruffey

Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

Felix Pekar

DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

Kim Cubine

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa

At Linortek, we specialize in designing and manufacturing controllers for the Internet of Things, a market involving connecting all type of equipment and devices to the Internet. We made the decision to partner with DPR Group because of the company’s proven track record of securing greater market visibility in the high-tech and manufacturing arenas. In addition, the DPR Group team is flexible enough to adapt their ongoing strategies and programs to help us meet our evolving needs and goals.

Liyu Nalven, Vice President

At this point in time, Hermes has a well-established brand throughout Europe, but the company does not have the same level of name recognition in North America. So we decided to partner with DPR Group to let U.S. retailers know about the full range of e-commerce services Hermes offers for e-businesses and international expansion. DPR Group did a fantastic job for Hermes at the Internet Retailer Conference and Exhibition (IRCE), promoting attendance at our sessions and scheduling media interviews before and after. We’ve never had as much press coverage at any U.S. event before. I highly recommend DPR Group to foreign companies seeking to launch their products and services in U.S. markets.

Uwe Bald

DPR Group’s PR campaigns have helped us increase the visibility of U-TECK’s products for the utility, telecom and construction industries, especially our WeedEnder® vegetation control mattings. Since working with DPR, we have noticed 30% and 50% increases in traffic to our U-TECK and WeedEnder websites, respectively.

Nan Jackson

DPR Group really understands our industry and the unique role InfinityQS plays in it. They provide both strategic guidance and tactical execution to deliver coverage in key trade publications and exposure with industry analysts and third-party influencers. The team is flexible and always willing to roll up their sleeves to assist us in a wide range of marketing activities beyond our traditional public relations initiatives. DPR Group is more than a vendor. They are a true, trusted and valued partner.

Greg Matranga

DPR Group’s extensive knowledge and experience in PR and marketing have elevated the Cetrom brand, increased awareness of our services across the industry, and secured numerous award wins and media placements. We value the partnership that has developed and DPR’s contribution to our overall success.

Christopher Stark, President and CEO
Cetrom Information Technology, Inc.

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