Find Your PR Strategist: A Top Guide

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Finding the right public relations (PR) strategist can feel like searching for a needle in a haystack. You know you need someone to help shape your brand’s story, build its reputation, and connect with the right audiences, but where do you even begin? This decision is crucial. The right PR partner can catapult your brand to new heights, while the wrong one can lead to wasted resources and missed opportunities. This comprehensive guide will walk you through every step of the process, from understanding what a PR strategist does to onboarding your chosen expert and setting them up for success. We’ll break down complex ideas into simple terms, ensuring you have all the information you need to make an informed choice.

Understanding the Role: What Does a Public Relations Strategist Actually Do?

Before you can choose the right PR strategist, it’s essential to understand what they bring to the table. Their role is far more than just sending out press releases; it’s about strategically managing how your organization is perceived by the public.

Defining Public Relations and Its Strategic Importance

Public Relations, at its core, is about building and maintaining a positive relationship between an organization and its various publics. These “publics” can include customers, employees, investors, media, government bodies, and the community at large. It’s a strategic communication process that aims to build mutual understanding and goodwill.

Beyond Press Releases: The Evolving Scope of PR

Years ago, PR might have been primarily associated with getting newspaper mentions. Today, the landscape is vastly different. Modern PR encompasses a wide array of activities:

Digital PR: Leveraging online channels, including social media, influencer marketing, search engine optimization (SEO) for PR, and online reputation management.
Content Creation: Developing compelling narratives through blog posts, articles, white papers, videos, and infographics.
Thought Leadership: Positioning key individuals within your organization as experts in their field.
Community Relations: Engaging with local communities to build support and a positive image.
Internal Communications: Ensuring employees are informed, engaged, and aligned with the company’s mission.

How Strategic PR Drives Business Goals (Brand Awareness, Lead Gen, Reputation)

Strategic PR isn’t just about looking good; it’s about achieving tangible business objectives. A well-executed PR strategy can:

Increase Brand Awareness: Getting your name and story in front of more people.
Generate Leads: Driving potential customers to your website or business. For example, a feature story in a trade publication can lead to inquiries from interested businesses.
Build Credibility and Trust: Third-party endorsements from media outlets or influencers are often more trusted than paid advertising.
Manage Reputation: Protecting your brand image during crises and proactively building a positive perception.
Attract Talent and Investment: A strong public image can make your company more attractive to potential employees and investors.
Support Marketing Efforts: PR can amplify marketing campaigns and create a more cohesive brand message.

Key Responsibilities of a PR Strategist

A PR strategist is the architect behind your public image. They don’t just execute tasks; they develop the overarching plan. Their key responsibilities often include:

Crafting PR Campaigns and Messaging

This involves understanding your business, your audience, and your goals to develop a core message and a series of coordinated activities (a campaign) to deliver that message effectively. For instance, if you’re launching a new eco-friendly product, the strategist would craft messaging around sustainability and target media outlets and influencers who cover environmental topics.

Media Relations and Outreach

This is a cornerstone of PR. It involves:

Identifying relevant media outlets and journalists: Knowing who covers your industry and your type of news.
Building relationships with media contacts: This isn’t just about sending emails; it’s about genuine connection.
Pitching stories: Crafting compelling story ideas that journalists will find interesting for their audience.
Coordinating interviews and press conferences.

Crisis Communication Planning and Management

No one wants a crisis, but smart businesses prepare for them. A PR strategist helps:

Identify potential risks: What could go wrong and damage your reputation?
Develop a crisis communication plan: Who says what, to whom, and through which channels if a crisis hits?
Manage communications during a crisis: Acting as a spokesperson or advising leadership to mitigate damage and maintain trust. For example, if a product recall is necessary, the strategist ensures communication is swift, transparent, and empathetic.

Stakeholder Engagement (Internal and External)

This means communicating effectively with everyone who has a stake in your organization.

External stakeholders: Customers, investors, community leaders, government officials.
Internal stakeholders: Employees. Keeping them informed and engaged is crucial, especially during times of change.

Content Creation and Distribution Strategy

Words, images, and videos are the tools of PR. A strategist will:

Determine the right types of content: Blog posts, case studies, videos, infographics, social media updates.
Oversee or create high-quality content: Ensuring it’s well-written, engaging, and aligned with your brand voice.
Plan how and where to distribute that content: Which channels will best reach your target audience?

Measuring and Reporting PR Impact

How do you know if your PR efforts are working? A strategist will:

Define Key Performance Indicators (KPIs): These are specific metrics to track progress, such as media mentions, website traffic from PR, social media engagement, or changes in brand sentiment.
Use PR analytics tools: Software that can track media coverage, social listening, and website referrals.
Provide regular reports: Showing what’s been done, what the results are, and how the strategy is being adjusted.

PR Strategist vs. PR Agency vs. In-house Team: Which Model is Right for You?

There are different ways to get PR support. Understanding the models helps you choose:

Pros and Cons of Hiring a Solo PR Strategist/Consultant

Pros: Often more affordable than an agency, direct access to a senior expert, potentially more flexible, highly specialized niche expertise.
Cons: Limited bandwidth (one person can only do so much), may have fewer resources or media contacts than an agency, reliance on a single individual (what if they’re sick or on vacation?).

When to Consider a Full-Service PR Agency

Pros: Broader range of services and expertise under one roof (e.g., digital, creative, media buying), larger team means more bandwidth and resources, established processes, wider network of media contacts.
Cons: Can be more expensive, you might work more with junior staff than senior strategists, potentially less agile or personalized than a consultant.

The Case for Building an In-house PR Team

Pros: Deep understanding of your company culture and products, always available and dedicated solely to your brand, better integration with other departments (like marketing and sales).
Cons: Can be costly (salaries, benefits, overhead), may lack the diverse experience or external perspective of an outside strategist or agency, can be challenging to find and retain top talent.

Consider this: Small businesses or startups might start with a freelance PR strategist. Growing companies might opt for an agency. Large corporations often have in-house teams, sometimes supplemented by agencies for specific projects.

Step 1: Defining Your PR Needs and Goals

Before you even start looking for a PR strategist, you need to look inward. What do you actually want to achieve with public relations? Without clear goals, it’s impossible to find the right partner or measure success.

Why Are You Seeking a PR Strategist? Clarifying Your Objectives

Think about your business’s current challenges and opportunities. Are you:

Launching a new product or service? You’ll need PR to create buzz and drive initial sales.
Entering a new market? PR can help establish your presence and build credibility.
Trying to improve a damaged reputation? A skilled strategist is crucial for crisis recovery and reputation management.
Looking to attract investors or talent? Positive PR can make your company more appealing.
Wanting to become a thought leader in your industry? PR can help position you as an expert.
Needing to increase overall brand awareness? Getting your name out there more consistently.

Common PR Goals (e.g., Launching a Product, Improving Reputation, Market Entry)

Let’s make these more concrete:

Product Launch: “Generate 50 high-quality media placements (online, print, broadcast) for our new XYZ gadget in the first three months post-launch, leading to a 15% increase in website traffic to the product page.”
Reputation Management: “Improve our online sentiment score from -2 to +3 on key review platforms within six months by proactively sharing positive customer stories and addressing negative feedback transparently.”
Market Entry: “Secure introductory meetings with 10 key industry analysts and features in 5 leading trade publications in the new [Region/Country] market within the first year.”

Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) PR Goals

The examples above touch on this, but let’s break down SMART:

Specific: What exactly do you want to achieve? “Increase brand awareness” is vague. “Increase mentions of our brand name in top-tier tech blogs by 20%” is specific.
Measurable: How will you track progress and success? This involves defining your KPIs.
Achievable: Is the goal realistic given your resources and the market? Promising front-page New York Times coverage for a small local bakery might not be achievable.
Relevant: Does this PR goal align with your overall business objectives? If your business goal is to increase sales in a specific demographic, your PR goal should support that.
Time-bound: When do you want to achieve this goal? “Within six months,” “by the end of Q4.”

Having SMART goals makes it easier to communicate your needs to potential PR strategists and for them to develop a relevant proposal.

Identifying Your Target Audience(s)

You can’t effectively communicate if you don’t know who you’re talking to.

Who Are You Trying to Reach? (Demographics, Psychographics, Media Habits)

Demographics: Age, gender, location, income, education level, occupation.
Psychographics: Lifestyle, values, interests, opinions, attitudes. For example, are they environmentally conscious? Early adopters of technology? Price-sensitive?
Media Habits: Where do they get their news and information? Which social media platforms do they use? Which publications do they read? Do they listen to podcasts or watch specific YouTube channels?

Example: A company selling high-end adventure travel packages might target affluent individuals aged 35-60 (demographics) who value experiences over possessions, are environmentally aware (psychographics), and read publications like Condé Nast Traveler or Outside Magazine, and follow travel influencers on Instagram (media habits).

How a PR Strategist Helps Tailor Messages to Different Audiences

A good PR strategist will take your audience information and:

Segment audiences: You might have multiple target groups.
Craft tailored messages: The way you speak to a potential investor is different from how you speak to a young consumer on TikTok.
Select appropriate channels: They’ll know which media outlets or platforms are best to reach each segment.

Determining Your Budget for Public Relations

PR is an investment, not an expense. But you still need a budget.

Typical Cost Structures for PR Strategists (Retainers, Project-Based, Hourly)

Retainer: A fixed monthly fee for an agreed-upon scope of ongoing work. This is common for long-term PR relationships. Retainers can range from a few thousand dollars a month for a freelance consultant to tens of thousands for a large agency.
Project-Based: A flat fee for a specific, time-bound project, like a product launch or an event.
Hourly: Paying for the strategist’s time as it’s used. This might be suitable for very specific, short-term needs or consultations.

Factoring in Additional Costs (Tools, Media Buys – though less common in pure PR)

Besides the strategist’s fees, consider:

PR Software: Subscriptions for media databases, monitoring tools, or press release distribution services (e.g., Cision, Meltwater, Muck Rack). Sometimes the strategist includes this in their fee, sometimes it’s separate.
Content Creation Costs: If you need professional photography, videography, or graphic design.
Event Costs: If PR includes hosting events.
Paid Placements/Sponsorships: While traditional PR focuses on “earned media” (coverage you don’t pay for), some strategies might involve sponsored content or influencer collaborations that have a cost. This blurs the line with advertising but is increasingly part of the PR toolkit.

Getting Value: What to Expect for Your Investment

Don’t just look at the price tag. Consider the value. A more expensive strategist who delivers outstanding results and helps you achieve significant business growth is a better investment than a cheap one who delivers nothing. Ask potential strategists how they demonstrate ROI (Return on Investment).

Step 2: Researching and Identifying Potential PR Strategists

Once you’ve defined your needs, goals, audience, and budget, it’s time to start looking for candidates.

Where to Find Qualified PR Strategists

Good PR strategists can be found in various places:

Referrals and Network Recommendations: Your First Port of Call

Ask your professional network: Colleagues, mentors, industry peers, business partners. A recommendation from someone you trust is often the best starting point.
Who do they recommend and why? Get specifics about their experience.

Industry Associations and Directories (e.g., PRSA, CIPR)

Public Relations Society of America (PRSA): Has a “Find a Firm” directory for agencies and an “Independent Practitioners Alliance” for solo consultants in the US.
Chartered Institute of Public Relations (CIPR): The UK equivalent, with similar resources.
Other specialized industry groups: Many sectors (e.g., tech, healthcare) have their own associations that might list PR specialists.

LinkedIn and Professional Networking Sites

Search for “PR strategist,” “PR consultant,” or “public relations [your industry]”.
Look at their profiles, experience, recommendations, and any articles or content they’ve shared. This can give you a sense of their expertise and thought leadership.

Online Searches and Review Platforms (Clutch, UpCity)

Google searches: Use specific terms like “PR strategist for startups” or “healthcare PR agency New York.”
Review platforms: Sites like Clutch, G2, and UpCity provide client reviews and ratings for agencies and consultants. While helpful, always take online reviews with a grain of salt and look for patterns.

Evaluating Initial Candidates: What to Look For

As you compile a list, start to vet them based on publicly available information.

Relevant Industry Experience: Does It Matter?

This is a common question.

Pros of Niche (Industry-Specific) PR Strategists:
- They already understand your industry’s jargon, trends, challenges, and key players.
- They likely have established relationships with relevant media and influencers in your sector.
- They can get up to speed faster.
- Example: A biotech startup would likely benefit from a PR strategist with deep experience in healthcare and life sciences.
Pros of Generalist PR Strategists (or those with diverse experience):
- They might bring fresh perspectives and creative ideas from other industries.
- They may be more adaptable if your business pivots or expands into new areas.
- Sometimes, an “outsider” view can be very valuable.
The Verdict: For many businesses, especially those in complex or highly regulated fields, industry experience is a significant advantage. However, a brilliant strategist with a proven track record and a willingness to learn your industry quickly can also be a great choice. Don’t make it your only criterion.

Case Studies and Portfolio Review

What have they actually done?

Look for case studies on their website or ask for them. These should detail the client’s challenge, the PR strategy implemented, the tactics used, and, most importantly, the results.
Assess past successes and client testimonials. Are the testimonials specific and credible? Can you contact these clients for references later?
Look for measurable results and impact. Did they just list “got media coverage,” or did they show how that coverage led to increased website traffic, leads, or sales? Vague claims are a red flag.

Understanding Their Approach and Philosophy

How do they think about PR?

Traditional vs. Digital PR Strengths: Does their experience lean more towards traditional media (print, TV, radio) or digital PR (online media, social media, SEO, influencers)? Ideally, you want a strategist who understands and can integrate both, as modern PR requires a multi-channel approach.
Proactive vs. Reactive Strategies:
- Proactive PR involves actively seeking out opportunities, pitching stories, and creating news.
- Reactive PR involves responding to inquiries or events, often in a crisis or issues management context.
- A good strategist does both, but their primary focus should align with your current needs. If you’re launching a product, you need a proactive approach.

Step 3: The Vetting Process: Asking the Right Questions

You’ve shortlisted a few promising PR strategists or agencies. Now it’s time for deeper conversations. This is where you dig into their expertise, process, and suitability for your specific needs.

Preparing for Initial Consultations or Interviews

Treat these meetings like job interviews – because, in a way, they are. Be prepared with a list of questions. This not only helps you gather information but also shows the strategist that you’re serious and organized.

Key Questions to Ask Potential PR Strategists

Here’s a mix of questions to help you evaluate them thoroughly:

About Their Experience and Expertise:

“Can you walk me through a PR campaign you’re particularly proud of, ideally one similar to our needs? What were the objectives, strategy, tactics, and results?”
“What experience do you have in [your specific industry]? What are some of the unique PR challenges or opportunities you see in our sector?”
“How do you stay updated on the latest PR trends, media landscape changes, and digital tools?”
“What are your strongest areas in PR (e.g., media relations, crisis comms, content strategy, influencer marketing)?”
“Who from your team would be working on our account, and what is their experience?” (More relevant for agencies)

About Their Process and Strategies:

“If we were to work together, what would be your process for the first 30-60-90 days?”
“How would you approach developing a PR strategy tailored to our specific goals (mention your SMART goals) and target audience?”
“What’s your approach to media relations? How do you identify and build relationships with journalists and influencers relevant to us?”
“Can you give an example of how you’ve handled a challenging PR situation or a crisis for a client?”
“How do you integrate digital PR, including SEO considerations and social media, into your strategies?”

About Their Measurement and Reporting Methods:

“How do you measure the success of your PR efforts? What specific KPIs do you typically track?”
“What kind of reporting can we expect, and how frequently?” (Ask for sample reports if possible).
“How do you connect PR activities to tangible business outcomes, like leads or sales?”
“What PR analytics tools or software do you use?”

About Their Understanding of Your Industry and Business:

“Based on what you know about our company and industry so far, what do you see as our biggest PR opportunity?”
“What potential PR challenges or threats do you foresee for a business like ours?”
“Have you worked with any of our competitors? How do you handle potential conflicts of interest?” (This is important!)

About Their Team and Resources (if applicable):

“What is the structure of your team? Who would be our primary point of contact?”
“What resources (e.g., media databases, creative support) do you have access to?”
“What’s your capacity? How do you ensure each client gets sufficient attention?”

Listen carefully to their answers. Are they thoughtful and specific, or vague and generic? Do they ask you insightful questions in return? This shows they’re engaged and thinking critically about your needs.

Assessing Their Understanding of Your Brand and Challenges

A good PR strategist won’t just talk about themselves; they’ll demonstrate that they’ve done their homework on you.

Do They “Get” Your Business?

Have they reviewed your website, social media, and any recent news about your company?
Do they seem to understand your products/services, your mission, and your competitive landscape?
Can they articulate your brand’s unique selling proposition (USP) or value in their own words?

How Do They Propose to Address Your Specific Needs?

Even in an initial consultation, they should be able to offer some preliminary thoughts or ideas (without giving away a full strategy for free, of course).

Do their initial ideas sound creative, strategic, and relevant to your goals?
Do they seem genuinely interested in solving your problems, or are they just trying to sell you a standard package?

Evaluating Their Communication Style and Chemistry

PR is a collaborative effort. You’ll be working closely with this person or team, so a good relationship is vital.

Importance of a Good Working Relationship

Do you feel comfortable talking to them?
Are they good listeners? Do they make you feel heard?
Is there a sense of mutual respect and trust?

Transparency and Responsiveness

Are they clear and straightforward in their communication?
How quickly did they respond to your initial inquiry and subsequent communications? This can be an early indicator of their general responsiveness.
Are they open about their processes, pricing, and what they can and cannot achieve?

Red Flags to Watch Out For When Hiring a PR Strategist

Be wary of candidates who:

Overpromising and Guaranteeing Specific Media Placements

No reputable PR professional can guarantee a front-page story in a major newspaper or a specific number of placements in top-tier media. Earned media is, by its nature, not guaranteed. They can guarantee effort and a strategic approach, but not specific outcomes like “We’ll get you on Good Morning America.”
Be skeptical of anyone who makes such bold promises. It often indicates inexperience or a misunderstanding of how PR works.

Lack of Transparency or Vague Answers

If they’re evasive about their process, pricing, past results, or how they measure success, that’s a major concern.
You want a partner who is open and honest.

Poor Communication or Follow-up

If they’re difficult to get a hold of, slow to respond, or their communications are unclear or unprofessional during the vetting process, imagine what it will be like once you’ve hired them.
This includes the quality of their written materials (website, emails, proposal). Typos and grammatical errors from a communications professional are a bad sign.

Cookie-Cutter Approaches (Not Tailored)

If their pitch or proposal feels generic and doesn’t seem to address your specific needs, goals, or industry, they likely haven’t put much thought into your business.
You’re looking for a customized strategy, not a one-size-fits-all solution.

Negative Online Reviews or Reputational Issues

Do a quick search for reviews or any negative press about the strategist or agency. While isolated negative reviews can happen, a pattern of complaints is a serious red flag.
Check their Better Business Bureau rating if applicable.

Step 4: Reviewing Proposals and Making Your Selection

After the initial consultations, you’ll likely ask your top 2-3 candidates to submit a formal PR proposal. This document outlines their understanding of your needs and how they plan to address them.

What to Expect in a PR Proposal

A comprehensive PR proposal should generally include:

Introduction/Executive Summary: A brief overview of their understanding of your company and the proposed PR engagement.
Situation Analysis/Understanding of Needs: Demonstrates they’ve listened and grasp your current situation, challenges, and PR goals. This might include a brief SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) from a PR perspective.
PR Objectives: Specific, measurable goals for the PR program, ideally tied back to your business objectives. These should be more detailed than your initial SMART goals, reflecting their strategic input.
Target Audiences: Clearly defined audiences they plan to reach.
Proposed Strategies: The overarching approaches they’ll use (e.g., media relations strategy, content marketing strategy, influencer engagement strategy). This is the “what” and “why.”
Proposed Tactics: The specific actions they’ll take to implement the strategies (e.g., develop a media kit, pitch X number of journalists per month, create Y blog posts, host an influencer event). This is the “how.”
Timeline: A proposed schedule for key activities and deliverables, often for the first 3-6 months.
Measurement and Evaluation: How they will track progress and report on results (KPIs, reporting frequency, tools used).
Team: Introduction to the key team members who will work on your account and their roles (for agencies).
Budget/Investment: A clear breakdown of costs, whether it’s a retainer, project fee, or hourly rates. It should also specify what’s included and what might be an additional expense.
Case Studies/Testimonials: (If not already provided) Reinforcing their relevant experience.
Terms and Conditions: Contractual details.

Comparing Proposals: Beyond Just Price

It’s tempting to just look at the bottom line, but the cheapest option is rarely the best. Evaluate proposals based on:

Evaluating Strategic Thinking and Creativity

Does the strategy sound well-thought-out, logical, and tailored to your business?
Are there any creative or innovative ideas that stand out?
Does it go beyond just “sending press releases”?

Assessing the Proposed Tactics and Channels

Are the tactics realistic and aligned with the strategies and objectives?
Do they make sense for your target audience and industry?
Are they proposing a good mix of traditional and digital approaches (if appropriate for your needs)?

Clarity of Deliverables and KPIs

Is it crystal clear what you will get for your money?
Are the KPIs meaningful and tied to your business goals? Avoid vanity metrics (like just counting impressions without context).

Checking References: Due Diligence is Crucial

Before you sign on the dotted line, always check references. This is one of the most important steps.

Speaking to Past and Current Clients

Ask the PR strategist for 2-3 references, preferably from clients with similar needs or in a similar industry.
Don’t just rely on written testimonials. A phone call can be much more revealing.

Questions to Ask References

“How long have you worked/did you work with [PR Strategist/Agency]?”
“What were your primary PR goals, and how did they help you achieve them?”
“Can you describe their strengths? What did they do particularly well?”
“Were there any areas where they could have improved or any challenges you faced working with them?”
“How was their communication, responsiveness, and reporting?”
“Were they strategic and creative in their approach?”
“Did you feel you received good value for your investment?”
“Would you recommend them? Would you hire them again?” (The ultimate question!)

Listen for enthusiasm and specific examples. Hesitation or vague answers from a reference can be telling.

Making the Final Decision: Trusting Your Gut and the Data

You’ve done your research, asked the tough questions, reviewed proposals, and checked references. Now it’s time to choose.

Review all the information objectively. Create a scorecard if it helps, rating each candidate on key criteria (experience, strategy, communication, references, cost).
Don’t ignore your intuition. Sometimes, a particular strategist or team just “feels” like the right fit. If you have a good rapport and trust them, that’s important.
Consider long-term partnership potential. PR is often a marathon, not a sprint. Choose someone you can see yourself working with effectively for an extended period.

Step 5: Setting Up for Success with Your New PR Strategist

You’ve made your choice! But the work isn’t over. How you onboard and collaborate with your new PR strategist will significantly impact their success (and yours).

Onboarding Your PR Strategist Effectively

Think of this as bringing a new team member up to speed. The more information and context you provide, the faster they can start delivering results.

Providing Necessary Information and Access

Brand Guidelines: Your logo, color palette, tone of voice, key messaging points.
Company Information: History, mission, vision, values, organizational structure.
Product/Service Details: In-depth information about what you offer.
Target Audience Personas: Detailed profiles of who you’re trying to reach.
Past PR and Marketing Materials: Press releases, media kits, articles, campaign reports. What’s worked? What hasn’t?
Competitor Information: Who are your main competitors, and what’s their PR like?
Key Internal Contacts: Who should they liaise with for information, approvals, or interviews?
Access to Analytics: Google Analytics, social media analytics, etc., if relevant to their scope.
Spokesperson Information: Bios and media training status of anyone who will be speaking to the media.

Schedule a dedicated onboarding meeting or series of meetings to go through this information and answer their questions.

Establishing Clear Communication Channels and Cadence

Primary Point of Contact: Who on your team will be their main liaison? Who is theirs?
Preferred Communication Methods: Email, phone, Slack, project management tools?
Meeting Schedule: Agree on regular check-in meetings (e.g., weekly or bi-weekly) to discuss progress, upcoming activities, and any challenges.
Emergency Contact Info: For urgent matters or crisis situations.

Defining Roles, Responsibilities, and Expectations

Clarity here prevents misunderstandings and frustration down the line.

Who Does What? (Client vs. Strategist)

Client Responsibilities: Providing timely information, approving materials, making spokespeople available, paying invoices on time.
Strategist Responsibilities: Developing strategy, media outreach, content creation, reporting, etc., as outlined in the proposal/contract.
Be explicit. For example, who is responsible for drafting initial press releases? Who handles social media posting?

Setting Realistic Expectations for Timelines and Results

PR takes time. You’re unlikely to see major results overnight, especially for earned media. Discuss realistic timelines for achieving different objectives.
Not every pitch will land. Media relations involves a lot of outreach, and not all stories will be picked up.
Be open to iteration. The initial strategy might need adjustments based on early results and feedback.

Establishing Key Performance Indicators (KPIs) and Reporting

You discussed this during the vetting process, but now it’s time to formalize it.

Beyond Media Mentions: Meaningful PR Metrics

While media mentions (or “clips”) are one indicator, focus on metrics that show business impact:

Website Traffic & Referrals: How much traffic is PR driving to your site? Which placements are most effective? (Use UTM codes for tracking).
Lead Generation & Conversions: Can you trace leads or sales back to specific PR activities?
Share of Voice (SOV): How does your brand’s media presence compare to your competitors?
Sentiment Analysis: Is the tone of media coverage and online conversation about your brand positive, negative, or neutral?
Domain Authority/Backlinks (for Digital PR): High-quality media placements can generate valuable backlinks, boosting your website’s SEO.
Social Media Engagement: Likes, shares, comments, reach related to PR content.
Audience Growth: Growth in social media followers or email subscribers.
Message Pull-Through: Is your key messaging being reflected in media coverage?

Agreeing on Reporting Frequency and Format

How often will you receive reports? Weekly, bi-weekly, monthly?
What will the reports include? Make sure they cover the agreed-upon KPIs and provide analysis, not just data.
Will there be a dashboard or a written report?

Fostering a Collaborative Partnership

The best PR results come from a true partnership between the client and the strategist.

Regular Check-ins and Strategy Reviews

Use your scheduled meetings to not just get updates, but to discuss strategy, brainstorm ideas, and provide feedback.
Be proactive in sharing company news, industry trends you’re noticing, or potential story ideas with your strategist. They can’t read minds!

Providing Timely Feedback

When your strategist sends materials for review (e.g., press releases, pitches), provide feedback promptly so they can keep things moving.
Be constructive and specific in your feedback.

Conclusion: Investing in the Right PR Strategist is Investing in Your Brand’s Future

Choosing the right public relations strategist is a significant decision, but it’s an investment that can pay enormous dividends. By clearly defining your needs, doing thorough research, asking insightful questions, and carefully evaluating your options, you can find a partner who truly understands your brand and can help you achieve your communication and business goals.

Recap of Key Steps

Understand the Role: Know what a PR strategist does and the value they bring.
Define Your Needs & Goals: Clarify your objectives (SMART goals), target audience, and budget.
Research & Identify: Find potential candidates through referrals, associations, and online searches.
Vet & Question: Conduct thorough interviews, asking about experience, process, and measurement.
Review Proposals & Select: Compare proposals based on strategy and value, not just price, and check references diligently.
Onboard & Collaborate: Set your new strategist up for success with clear communication and a partnership approach.

The Long-Term Value of Strategic Public Relations

Effective PR builds more than just buzz; it builds trust, credibility, and a resilient brand reputation. It helps you connect with the people who matter most to your business, navigate challenges, and seize opportunities. The right PR strategist isn’t just a vendor; they are a trusted advisor and a vital extension of your team, helping to shape your brand’s narrative and secure its place in the market for years to come. Take the time to choose wisely – your brand’s future may depend on it.