Bill Gates and Richard Branson have both gone on record saying PR is one of their most critical business tools. Indeed Gates said if he was down to his last dollar in a business he’d spend it on PR.
It’s easy to see why. When PR is done well, it delivers results at a cost that no other marketing method can match. PR reaches hearts and minds; it creates credibility for a brand or business; it gets people talking about a company and sharing it like ardent fans. Indeed research firm Nielsen found that the kind of recommendation and sharing which PR generates is far more trusted than traditional advertising.
That’s why choosing the right PR agency is so important. Get it wrong and you will not only waste a lot of time, and money, but you will also miss out on the opportunity to create some serious clear water between your own business and the competition.
So how do you avoid making such a cataclysmic mistake? Well, here are the 9 danger signs to look out for when choosing a PR agency: