Even
if the profession is almost a century old in the country, it didn’t get that
respect and recognition like the other participants involved in the marketing
process. This is so because of the fact that critics see PR as a fabricator
organizing favorable media coverage for undesirable people and causes. But not the
roles are changing, from being the supporting helper slowly and steadily the
industry is taking the center stage meant for it.
According to a survey conducted by the Associated Chamber of
commerce and Industry in India (Assocham, 2012), the PR industry in India is
growing at an annual rate of 32 percent. There
are hundreds of PR consultancies but not all are good. Here are the qualities
that the best PR
agencies have:
1. Have
good reputation: Biggest one need not be the best one always. While selecting, eliminate any PR agencies that could take advantage of you
or that don’t have a lot of experience behind them. When in doubt, ask other
companies that have worked with the PR agencies you’re considering.
2.
Get
to know their clients: You should never work with a PR
agency that tries to rush through the getting- to know- you phase. Any
high-quality PR firm
will want to spend time getting to know your business and your audience so the
team can do their job as best as possible.
3.
Have active social media
presence: See if they can actually back its claim of expertise by checking out
the firm’s blog and social media profiles. Great PR agencies aren’t afraid to
give up some free information—they know that that’s the best way to show their
expertise and attract clients.
4.
Test
knowledge of trends: Knowing the ins and outs of marketing
and advertising means keeping up with trends and spotting new trends being
formed. Make sure that any PR
agency you choose is always up-to-date with the latest news and information.
5.
Are well connected: Great PR agencies have impressive lists of connections. How much a
PR agency can help you greatly depends on their own network of people and
businesses.
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