Communications has never been more important. In an increasingly crowded media landscape, organisations must be able to influence and build relationships with stakeholders, share their message to new and existing audiences and earn genuine third-party credibility.
This makes choosing the right Communications agency crucial to ensure you are getting the best value for money. However, with thousands of agencies on the market, it can be difficult to know which one can make a lasting impact and achieve measurable results.
To help you assess which agency is compatible with your organisation, we have outlined the first elements you should consider to whittle down your options.
Impressive Case Studies
Most Communications agencies will have a list of case studies or current clients on their website. The first thing to explore is whether an agency has worked within the same industry as you, has forged campaigns that are comparable to your goals and delivers the services you are looking for. This offers assurance that an agency has the knowledge, contacts and skills required to effectively support your organisation.
When reading an agency’s case studies, the second aspect to consider is the results and Return On Investment. A good agency not only explains the type of PR coverage, social media followers or stakeholder meetings it achieved for a client, but outlines tangible outcomes from the targeted work, such as making political change or generating new leads.
Third-party Endorsement
Another way to check an agency’s credentials is by looking for third-party endorsements that serve as social proof. For example, look at Google reviews or client testimonials on its website to learn how others are describing the company.
You can also look for Communications awards. Most top agencies will have a whole host of winning award entries on their website, but always remember to look at the categories themselves. For example, if one company has multiple awards on their page on public awareness, and your organisation is looking for public affairs work, this agency might not be best suited for your needs.
An Experienced Team
Another great way of checking if the agency is an expert in your field is to look at their senior team members and their specific experience.
Most agencies will have a detailed website page that outlines their team’s background. Check out which clients the team work for or look at their previous roles. If you’re searching for public affairs support, you could see if any of the team have Parliament expertise, or for PR support, look if any of the team are ex-journalists who will have a multitude of contacts.
Culture Fit
Finally, your Communications agency needs to be the right culture fit for you. This can be difficult to determine before you meet the team. However, there are still some initial steps you can take.
Explore an agency’s website, social media and other marketing outputs to learn more about its character and decipher whether this is compatible with your own. You can also look out for certifications and partnerships that demonstrate its values, such as being a B Corporation, having sustainability targets or promoting diversity and inclusion.
If you think Higginson Strategy sounds like the right Communications agency for you based on these four steps, please feel free to get in touch with our CEO, John Higginson at [email protected].