By Julia Labaton, president of PR Boutiques International
When founders begin their agency search, they often gravitate toward the biggest names in the industry. However, for a startup or mid-sized company, bigger isn’t always better. Large multinational firms often have very high minimum fees. Even if you can afford them, having a small budget relative to their other clients might result in you being treated like a “stepchild client,” where your account is handed off to junior employees.
In contrast, small PR firms often provide more senior-level service. At a smaller boutique, the agency’s CEO is much more likely to be “hands-on” with your account, providing the high-level strategy and counsel that founders need. Medium and large firms do offer a broader range of services and may claim to have more “bandwidth” for unexpected needs, but it is important to remember that their staff are usually just as busy as those at smaller firms. To get a clear picture of where you’ll stand, ask every agency: “What is the average annual fee your current clients pay?”.
Beyond size, you must decide between a specialist or a generalist. If your company is in a highly technical field like pharmaceuticals or IT, a specialist agency will have a much shorter learning curve. However, generalists argue that their experience across multiple industries gives them a wider repertoire of tactics that can be adapted for your brand. Ultimately, you should ask agencies to demonstrate their expertise through relevant case studies and client references. Whether they are a local specialist or an international giant, the most important factor is whether they have a track record of success that aligns with your specific goals.