Not only is the technology industry one that is continually evolving, but it is also one that is highly contested, with numerous players looking to establish themselves as vendors of choice. Those brands who are looking to set themselves apart will need to partner with a reputable agency. But, with possibly an equally wide variety of Public Relations (PR) agencies available, what considerations should technology companies keep in mind when looking to select an agency as their partner?
At DUO, we have put together an easy-to-follow process to find the right agency to partner with your business in order to elevate brand awareness, build credibility in the market, and position your key company employees as thought leaders and subject-matter experts in their respective fields. The ten steps can be summarised as follows:
Define your objectives
- Goals: Decide on your Public Relations and marketing goals before anything else; define what you want to achieve with your PR efforts. Be clear on the objectives (Building brand awareness and credibility, and lead generation are two very different processes, for example) and ensure that your agency is looking for success in your goal, and not theirs.
- Target audience: Identify your target audience (this will help in developing personalised messaging for each different group) as well as the specific geographic regions that you want to focus Public Relations efforts on.
- Budget: Companies need to understand that budget is one of the most important aspects when selecting an agency. Cheap does not equate to quality, and Public Relations in broader African markets is predominantly dollar-based, so businesses need to budget accordingly.
Research potential agencies
- Understanding of Public Relations: What metrics and measurement do the agencies you are looking at use? How does the agency demonstrate the value that they bring to your business and its customers?
- Industry experience: Ensure that the agency has experience in the sector that your business operates in, and that they understand the specific dynamics and challenges.
- Local expertise: Look for agencies that have experience in delivering Public Relations into the markets that you are targeting. The media in each country has its nuances, and success requires that your agency be familiar with these differences. The agency should demonstrate a deep understanding of local cultures, languages, and business practices.
Evaluate agency portfolios
- Reputation: Research the agency’s reputation within the local industry.
- Client list: Check the agency’s client roster to see if they have worked with similar companies in the past, or if they might even have competitors to your brand already on their books.
- Case studies: Review the agency’s past work focusing on case studies that are relevant to your brand, both in terms of the market being targeted, as well as the services being sought out.
- Testimonials: Look for testimonials or other online reviews from both present and past clients. These are especially valuable where testimonials are from verifiable individuals at current or former clients, rather than the generic “John from a leading tech company”.
- Non-compete and data protection policies: Check their non-compete and data protection policies. Some agencies will not work with direct competitors in your industry. In an increasingly digital-first world, ensure that the agency you are partnering with has solid policies in place around data protection, AI usage and more.
Assess agency capabilities
- Services offered: Have a look at whether the agency offers a full range of Public Relations and Digital Marketing services that align with your needs, such as content creation, media relations, event management, organic and paid social media, and more.
- Industry expertise and strategic approach: Ensure that the agency has a successful track record of delivery in your specific industry, and can develop a tailored Public Relations strategy that aligns with your business goals.
- Digital savvy: Given the technology focus, the agency should be proficient in digital Public Relations as well as online media.
- Writing: Good Public Relations starts with quality content, especially when it comes to thought-leadership. Ensure that the agency has writers who are credible, have the confidence to ask the “so what?” questions in order to get better quality insights from spokespeople, and are able to translate this into business value.
Cultural fit
- Communication style: Ensure that the agency’s communication style matches your company’s preferences. Look for an agency that is transparent about their processes, and communicates clearly and regularly.
- Mindset: Choose an agency with the mindset that they are an extension of your marketing and communications team. This requires considering the agency not just as another supplier, but as a partner to your business. A Public Relations agency needs to really understand your business, and the industry you operate in, in order to produce quality content and valuable results.
- Chemistry: Don’t ignore the importance of chemistry with an agency’s team. They are not there just to write and pitch content, but to consult around media best practices, identify opportunities to further elevate your brand, and push back where required.
Request for proposals
- RFP process: Set up meetings with shortlisted agencies in order to discuss your business goals and to see how they propose to meet them.
- Proposal evaluation: Meet the team that will be working on your account to ensure that they have the right skills and experience.
- Conduct interviews
- Initial meetings: Send a detailed Request for Proposal (RFP) outlining your requirements, objectives and budget. This is crucial if you are to ensure that the proposals you receive match your requirements. Failing to get this step right will result in a waste of time for everyone involved.
- Team introduction: Evaluate the proposals received based on strategy, creativity, budget and how well they understand your brand, and the broader industry that your business operates in.
Rules of engagement
- Making brand elevation work: As mentioned above, a partnership approach goes a long way toward delivering the results and value you are looking for. Understand what is required from your business in order to get the most out of your agency.
Budget and ROI
- Cost: Ensure the agency’s fees are within your budget.
- Value: Assess the potential return on investment based on their proposed strategies and past performance. Look at their metrics and ensure that it matches with how you measure return on investment. Look for metrics that go beyond the vanity Advertising Value Equivalent (AVE).
Final decision
- Gut feeling: Consider your overall comfort level with the agency.
- Contract: Review the contract terms carefully before making a final decision.
Ultimately, the right agency will be able to help build and strengthen brand awareness, highlight your key differentiators and unique selling proposition (USP), and position senior company spokespeople as thought-leaders in their respective fields.
If you’d like to chat with a partner who can help differentiate your technology brand to your target market, drive traffic to your owned platforms, and potentially generate leads, contact us today.
