Right Hook Communications Pte Ltd.

351 Jalan Besar, Reliance Building, #03-03, Singapore 208988. (65) 6291 1393. info@righthook.com.sg

5 Reasons to NOT hire a PR agency…

 

PR Director of Right Hook Communications, Wesley Gunter, doesn’t want you to waste your 

money…really

 

I know many of you must be wondering why anyone would turn down a client if he’s willing 

shove a truckload of cash down your throat to do whatever he/she wants. 

 

Personally I have a problem with the whole ‘shut up and do as I say because I pay you’ mind-

set. Now don’t get me wrong… I love money. Who doesn’t? But doing something for the 

sake of money that goes against my principles and better judgement would basically make 

me nothing better than a well-paid prostitute. If you’re wondering what this rant has to do 

with this article, hold your horses I’ll get there soon.

 

Hiring a PR agency can be a long drawn process with many things to consider about it such 

as the size of the setup, their portfolio and cost. Before you size up any of the players to see 

which one is best for you the first thing you should do however is to ask yourself ‘Do I really 

need an agency?’ If any of the following points below apply to you it’s probably best you 

don’t shop for that PR agency yet.

 

 

1. You have no idea what PR is

 

Here’s the scenario. You’ve got friends that tell you it’s about time you hired a PR 

agency for your business because its time you did and they’re raving about how PR 

has helped them increase their sales etc. You on the other hand have no idea what 

PR is but are desperate to inject some pizzazz into your fledgling business. So is PR 

the best step forward? Maybe. However, before you start calling up the agency and 

preparing your chequebook do some research online on what basic PR is all about. If 

you by now don’t know that the acronym PR stands for ‘Public Relations’ and not 

‘Press Release’ you need to do some serious research online. Look through case 

studies and PR agency portfolios as a start so you can get a sense of whether PR may 

be relevant for you. The point to remember when you meet an agency is to ask the 

right questions so you don’t come across as someone clueless and willing to pay for 

everything but the kitchen sink instead of what you really need.

 

2. You’re not quite clear about your brand message

 

Whether you own a restaurant or a car cleaning service, if you don’t know who your 

target audience is or what is your product’s USP (unique selling point) you’re not 

going to be able to sell it to the media. A PR agency can definitely get your message 

streamlined and sell it more effectively to the media but if you are not sure at the 

start about the message and change your direction midway through the PR 

campaign you’re going to waste serious time and money.

 

3. You don’t know what you want

 

There’s nothing more annoying for an agency than dealing with a client that knows 

what they like but doesn’t know what they want. If you don’t have a clear set of 

objectives for your business goals and expect your PR agency to put you on the front 

page of a newspaper you probably need to go back to the drawing board.

 

4. You have bad internal communication processes

 

If you’re having issues communicating with your team and tend to disagree internally 

occasionally on the way things are going within your company you can’t expect an 

outside party to help you. Situations where business owners are at loggerheads or if 

there are too many parties involved (shareholders, investors, etc) usually result in 

missing deadlines and a messy outcome when it comes to PR. It’s also pretty 

confusing for the agency dealing with you if they don’t know who is giving the right 

direction.

 

5. You’re looking for someone to follow orders

 

Going back to my initial rant at the start of the article, this is an issue most agency 

professionals face in PR– being micromanaged by the client. Many clients tend to 

feel a PR agency’s role is an extension of their marketing department and to churn 

out more sales content to the various publics including media (such as sending out 

press releases every week). PR agency practitioners are experts in what they do 

which is why clients pay them to get the job done. We really don’t need clients 

telling us how to do our job. If you really feel that leaving your campaign in the 

hands of an agency is too much of an issue, hire a marketing executive.

 

In summary you really need to get your internal act together before you invest in the time 

and money to engage a PR agency for your brand. Apart from that, you also need to see an 

agency as an asset to your team and not just a vendor. 

 

If more clients see their agencies as strategic counsellors instead of worker bees this would 

certainly pave the way for a more effective client agency relationship. 

 

One last point to add. If any agency is willing to do whatever you ask for the sake of a fat 

pay cheque its time you looked for another one.

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