By Jen Detwiler
Knowing when and how to bring on PR support for your organization can be a daunting task, especially if you’re facing a time-sensitive challenge or are already in a crisis. Whether you’re looking to launch a public education campaign, build support for a new initiative, or clean up a public relations mess, the choice of a PR firm can make or break your efforts. Here’s how to select the right one—and what to do if you’re wondering, “Is it too late?”
Assess Your Needs Before You Search
Before you even begin your search, it’s critical to understand what exactly you need help with. Are you looking for ongoing PR support to build your identity and reputation? Do you need help with a specific event or initiative? Do you need crisis management?
If you’re already facing a crisis and feeling like it’s “too late” for help, don’t worry—PR firms specialize in crisis management and can step in at almost any stage. But the earlier you bring them in, the better the chances of a successful outcome. If you’re in this situation, look for firms that specifically highlight their crisis management expertise.
What to Look for When You Select a PR Consultant
There are a few key factors to consider when selecting an expert PR consultant.
Expertise in Your Needs: Whether it’s media outreach, reputation management, or social media strategy, ensure that the firm has a proven track record in the specific areas you need assistance with. Some firms specialize in certain types of public relations (e.g., crisis management, healthcare PR, product launches), so ask questions and align their expertise with your objectives.
Experience in Your Industry. Every industry has its nuances, and working with a PR firm that understands your market will be helpful. Ask about their experience with businesses like yours, and don’t hesitate to request case studies or client testimonials.
Relationships and Networks. There is an unprecedented amount of turnover in newsrooms today, but a great PR firm should have solid media relationships in your industry and region. Ask how they approach media outreach and who they know that might be helpful for your brand.
Cultural Fit: While expertise is important, so is the relationship between your teams. Make sure their values and communication style align with yours. The firm should work as an extension of your company, not a separate entity.
Timing: Is It Ever Too Late?
If you’re feeling overwhelmed by a PR crisis and asking, “Is it too late for help?” the good news is that it’s never too late for a professional public relations firm to step in. Even in last-minute situations, PR experts are skilled at crafting rapid-response strategies, managing media narratives, and mitigating damage. However, the sooner they can get involved, the better. Knowing how to select a PR consultant before a crisis hits can save your organization time and stress, ensuring you have the right partner when it matters most. Many firms specialize in crisis planning, and can to help you develop a comprehensive, detailed crisis communications plan, so when you find yourself in the midst of chaos, you can respond quickly, effectively, and consistently, protecting your reputation and maintaining trust with your most important audiences.
The Final Decision
Once you’ve done your research and shortlisted PR firms, set up meetings with potential candidates. Discuss your goals, challenges, and timeline. Be clear about your expectations, and listen carefully to their strategy proposals.
Choosing the right PR firm can be the difference between a crisis handled well or one that spirals out of control. With the right partner, even in the most challenging situations, your reputation can be rebuilt and your brand elevated. So, don’t wait—act early, and select a firm that fits your needs, no matter how urgent your situation might be.