Knowing when to work with an agency is like knowing when to hire another staff member.

When determining if you’re ready to work with a PR and advertising agency, here are four things to consider to help know when the time is right:

1. Budget:

Ask yourself, do you have the financial resources to invest in an agency’s services? PR and advertising agencies typically charge a fee for their services, and the cost can vary depending on the scope and complexity of the work. Earmark those finances and budget for them the same way you would for a new employee.

2. Goals:
Know where you are going and provide that direction to the agency. Do you have clear goals for your business or organization that you want the agency to help you achieve? An agency can help you develop a strategic plan and execute tactics to meet your goals, but it’s important to have a clear understanding of what you want to accomplish before engaging an agency.
3. Time and Resources:

Working with an agency, especially at the onset of the partnership, will require your time to onboard properly and share resources that will allow the agency to understand and gain knowledge about your business. It’s important to be able to allocate the time and resources needed to establish a solid client-agency relationship. The number of hours you need to allocate each week depends on the level of involvement and scope of work of your agency. Don’t hesitate to ask when considering hiring them questions like how often and how much time is needed for status meetings, how often will the agency need information from you, and what the approval process looks like for the projects they will undertake for you each month.

4. Trust:

It’s very important to build trust in the agency that represents your brand in order to allow them to help you achieve your goals. Think of it like delegating important tasks in the business to an employee – we all want our businesses to grow, but if we try and do everything ourselves, our ability to scale and grow is limited. Entrepreneurs and leaders who have a positive company culture driven by collaboration, trust and delegation can see a 4x increase in revenues. It’s important to do your research and find an agency with a proven track record who shares your values and vision.

Ultimately, working with a PR and advertising agency can be a valuable investment for your business or organization, but it’s important to carefully consider your goals, budget, and resources before making a decision.

USING RFPS FOR AN AGENCY SEARCH

Oftentimes, when looking to hire an agency, a business or organization will issue what we call an RFP, or a Request for Proposal. An RFP is a document used by organizations to solicit proposals from vendors or service providers for a specific project or service.

Here are 8 things to include when writing an RFP to search for a public relations and advertising agency:

1. Define the scope of work:
Clearly outline the goals and objectives of the project or campaign, the target audience, and the deliverables you expect from the agency. Be specific about the scope of work, including the timeline and budget.
2. Provide Background Information:

Give an overview of your organization, its mission, and values. Explain why you are seeking a public relations and advertising agency and the key challenges you hope to address through this partnership.

3. Specify evaluation criteria:
Define the criteria that will be used to evaluate proposals. This may include factors such as agency experience, creativity, strategy, budget, and project management capabilities.
4. Request agency qualifications:
Ask agencies to provide their qualifications, experience, and relevant case studies that demonstrate their ability to handle similar projects.
5. Request pricing information:
Provide a budget range for the project and request that agencies provide a detailed breakdown of their pricing structure, including any additional fees or expenses.
6. Include submission guidelines:
Outline the submission guidelines, including the deadline for proposals, the format for proposals and the contact information for submitting proposals.
7. Request references:
Request that agencies provide references from past clients or partners who can speak to their work and performance.
8. Provide an overview of the selection process:

Explain how the proposals will be evaluated, who will be involved in the selection process, and when agencies can expect to hear back from you.

By following these steps, you can create a thorough RFP that will help you identify the best public relations and advertising agency to help you achieve your goals. Download our RFP template to get started!

If your business is considering partnering with an agency, here is a list of 15 questions businesses should ask prospective agencies when considering working with them, and here is a list of 15 questions agencies should ask prospective clients when considering taking them on.

Businesses can leverage an agency’s talents, technologies, client experience and industry knowledge to get an entire PR and marketing team who can drive their strategy forward. Likewise, full-service marketing agencies provide an outside, unique and creative perspective to businesses by offering customized marketing solutions using the latest trends and technology, which can create savings for businesses in the long run.

Happy Agency Hunting!