While I’ve had my own boutique travel PR firm for over twenty years, I’ve realized there are distinct reasons why it often makes sense to go with a small versus a large multi-layered agency. I speak from experience because prior to going on my own, I worked in the big agency world. So, when looking for a campaign focused on a specific industry like luxury hotels, you want a firm whose experience runs deep in that field. Here are the main points of difference:
1. Greatest Bang for the Buck
Almost all agencies require a minimum monthly retainer. Large agencies, and by that I mean anything over 30 people, have bigger overhead, which filters down into your fee. Whereas in a small firm, your costs will be considerably less. Plus, yours will be a tight cohesive team, focused on your niche – in this case hospitality, which they understand intimately.
2. You Will Get Senior People On the Account
Boutique agencies that have been around awhile tend to have more stable staff. Beyond that, you will have access to senior people working on your account on a day-to-day basis, including the principal of the agency. Meanwhile, at a large firm, you often get a newly minted college grad – albeit with intern experience – on the daily account servicing. Your account may get escalated to the supervisor for that monthly review call, or should a problem arise.
3. Big Fish in a Small Pond
Large agencies are looking to land major accounts they can put teams of people on – even if the senior level people work only a handful of hours a month on the account. So, if your budget is modest, it is vital to make it go as far as you can. By the same token, your business is precious to the boutique PR agency’s success, so they want to make it work. In short, they will cherish your business, providing more attention and better service.
4. Strong Media Contacts Are Everything
Building relationships with the media takes time. The press gets hundreds of emails a day, and you want the most effective use of your agency’s time. So, if your money is being spent on a junior person who is just beginning to forge those relationships, that is less efficient than going with a firm that has dedicated people on the account who already know the editors, have traveled with them, and can get through to them.
5. Staff Stability
Surveys indicate that large PR firms experience an annual turnover rate of more than 25%. Establishing a regular working relationship with the team is crucial. Smaller agencies tend to engender an intimate environment with the client to share ideas and brainstorm concepts on a moment’s notice. Plus you are getting immediate feedback from the people who’ve been on the account for a significant amount of time.
6. Knowledge of Intricacies of Travel PR
Ours is one of the few who can honestly be called a travel PR firm. With that comes in-depth knowledge of the industry, which puts us in a favorable spot from your perspective. We speak your language as we know the field intimately, follow the trends, and can provide valuable input on what is going to fly with the press and ultimately bring you more guests.