Buzz

Hiring a PR firm is a leap of faith and investment from both the client and agency perspectives. I know what a big decision it is for the client — it’s like getting engaged! We need to know everything about them (Spanx on and off).  When we take on a client, it’s not just about the retainer; if it were, we’d have hundreds of clients. We pour our heart and souls into their product, personal brand and organization, and as a result we tell our valuable media contacts that we believe in them.  Each client is a reflection of our own Brooks Group brand. I founded my agency on the belief that a PR firm should only accept a client they believe in — that’s the true recipe for a successful long-term relationship.

What are your goals?

PR firms need to make sure that the client’s goals are well thought out but also realistic. Ask how long they feel it should take to achieve these goals. Make sure everyone is on the same page.

What do you feel is your point of difference?

If the individual or company is truly invested in their brand, they will have a clearly defined answer.

Are you looking to build your brand over the long or short term?

If the answer is that they want to build it as fast as possible for a short-term goal, consider what it will be like working with them. From experience, I can tell you it won’t be pleasant.

Have you worked with a PR firm in the past?

If yes, tell us what you liked and didn’t like about them. This is one of my favorites because the answers are very telling.

Who will be my day to day contact?

Just like clients want to know who their contact will be each day, it is just as important for the firm to know who they will be working with.

Once the PR firm is hired, the most important thing is for both sides to communicate. Very few people can actually read minds, so if there is ever a question or concern, always bring it to the table — trust me, you’ll be happy you did.

-Rebecca Brooks