As you develop, refine, and expand your communications efforts, you might need to enlist the help of professional advertising and public relations (PR) firms. After you identify your needs, you should determine the type of professional that can best meet them. It is important to understand the differences between advertising and PR before you choose a firm.
You also need to know how to—
Although advertising agencies sometimes offer the same services as PR firms—especially in smaller markets—their primary focus is on creating, producing, and placing print, broadcast, and Web advertising, not earned media. Earned media is coverage or exposure provided at no cost. The right advertising agency will understand your needs and should be able to translate your advertising goals into compelling ads.
PR firms can provide a broad range of services to help you reach your target audiences. They can work with you for the long term or on an as-needed basis for particular communications efforts, including but not limited to the following:
- Creative services, including graphic design, copywriting, and materials development.
- Government relations.
- Issue and crisis management.
- Media and presentation training.
- Media relations and earned media.
- Meeting and event coordination.
- Research.
- Stakeholder mobilization.
- Strategic communications planning.
- Web site creation and maintenance.
First, it is helpful to obtain recommendations from other community agencies and contact them about the services they can provide. There are also organizations comprising PR and advertising professionals that you can contact; check out the Public Relations Society of America and the International Association of Business Communicators to find professionals near you. If you see an ad or television commercial that draws your attention, call the media outlet and ask which ad agency placed the spot. Not all PR firms provide the full gamut of communication services, so confirm that the agency you choose can deliver what you need.
Before securing a professional firm or consultant, be sure to do your research:
- Review Web sites they have developed for clients.
- Interview them about their services.
- Ask for a written proposal.
- Discuss their rates and find out how they deal with nonprofit clients.
- Talk with their references.
Remember, bigger is not always better. Smaller firms might be able to give you more of the time and talent you need for a fraction of the cost. If the agency has the expertise to meet your needs, hire them. Also invite a senior member of the agency to join your Steering Committee. His or her involvement on the committee might pave the way for pro bono services.
Get the Most From Your Chosen Firm
To get the most from an advertising or PR firm, understand how it operates and the core services it performs. It is important that you—
- Establish a communications protocol and identify the primary points of contact for your program and the firm.
- Establish guidelines for approving messages, materials, and media buys, as appropriate.
- Use creative briefs—documents that outline the creative approach used for material development—to ensure that the creative and technical teams are on the same page concerning the tone, feel, and look to be conveyed by a specific product.
- Trust the firm's expertise, but make sure its employees understand the needs of your program.
- Give constructive criticism and feedback on draft materials. The firm's expertise is focused on how to use the media, but your expertise is focused on the ins and outs of your program and what you need to accomplish with your communication efforts.