Those are the choices you have before you, when you are looking for a PR firm, and there are advantages and disadvantages to all three. Here are some pointers to assist you in your search:
1. Big Agency gives you global reach. There is synergy with other large corporations that are clients, as well. What you do not get is a high level person on your account. Its delegated down. And meetings can be loaded with excess personnel, diminishing your bang for the buck because many charge by the hour.
2. Medium Agency gives you flexibility and a spread of partners across disciplines. This can be an advantage with cross fertilization, however again, your fees will be stacked based on the number of high level people on the account.
3. A boutique PR agency gives you personalized attention both at the top end with the principal in charge, and the day-to-day access of an account manager. You are one of only a few accounts, so you are highly valued. Disadvantages? If you have a large corporate account requiring additional expertise such as legal and compliance, they may not be equipped.
Abelow PR has represented large multi-nationals such as Ernst and Young, and small luxury hotels all across the world. Wine and spirits are also part of the mix. The best advice is to talk to the top dog, and makes your decision based on chemistry, experience, and availability – moving quickly to get out a newsworthy press release is vital in the business so keep that in mind.
For all sizes, take a close look at case studies, track record and reporter contacts. Bread and butter are results – that’s what you want. So weigh the results with the proposed fee.
Bear in mind too that medium and large agencies have retainer minimums, so make sure you find that out at the beginning of the conversation. Boutique PR agencies have the flexibility with fees because their overhead is lower, and they have retainers that are within the reach of a small company.
You can tell we are biased – its up to you to do your homework – so ask lots of questions, and make sure you find the right agency for you!