Choosing the right public relations agency for your company or personal brand can feel like navigating a maze. With countless options available, you might find yourself asking, “Where do I even begin?” or “What should I be asking?”
If you are searching for a public relations agency, this article aims to simplify that journey for you. Drawing from my experience as a public relations consultant, I will recap some frequently asked questions (FAQs) that potential clients often have:
Here are the FAQs:
1. Do You Have Experience with Clients in Our Industry?
"Experience is the best teacher," and in public relations, trust is the foundation of every successful partnership. Industry-specific experience is often asked because it reflects a desire for confidence that an agency understands the unique challenges and opportunities within a particular sector. It reassures clients that the agency can hit the ground running and tailor strategies to their needs.
At Praxis, a Jakarta-based public relations agency, we have collaborated with clients across a broad range of sectors—from finance and fintech to mining and beyond. While we are happy to share relevant case studies, we also believe that the value of an agency lies not just in its past experience, but in its ability to adapt to new challenges and emerging trends.
Think of industry-specific experience as one piece of a larger puzzle. A truly successful public relations agency also excels in media relations, storytelling, and crisis management, regardless of the sector. The relationships we build with media contacts are invaluable assets that keep us informed about key insights, trends, and regulatory updates that benefit every client. With years of experience, we know how to tailor best practices to your specific needs, ensuring strategies that drive results for your business.
2. Can We Ensure Coverage Aligns with Our Media List?
A common query that arises is whether agencies can guarantee coverage in specific media outlets. It is essential to understand that public relations agencies cannot always guarantee placement in particular outlets. Just as a fisherman cannot predict the day’s catch, media coverage depends on numerous factors, including news value, timing, and competition.
Let's clarify the difference between earned and paid media. Earned media relies on news value, and each outlet has different audience interests. This makes it unrealistic for public relations agencies to promise 100 percent placement in clients' preferred outlets if the story we can offer does not align with the media outlet's editorial guidelines and audience interests.
If guaranteed coverage is your priority, paid media strategies can provide that control. With paid approaches, you dictate what gets published, when, and where. That said, earned media is generally more cost-effective. For instance, with a budget of 20 million, earned media could yield multiple articles, while the same amount might secure only one paid piece. Each strategy has its benefits, and our goal is to help clients find the best fit for their needs. You can check Agnes’ blog for more details on earned vs. paid media.
We can, however, assure clients that we will develop a targeted media list based on their goals and tailor their messaging to resonate with their target audience. By crafting compelling stories and building strong relationships with journalists, we increase clients’ chances of securing coverage in the outlets that matter most to them.
3. How Can We Measure the Success of Our Public Relations Program?
In today’s world, everyone wants to know that their investment is making a real impact—and public relations is no exception. To help clients evaluate the effectiveness of their public relations efforts, we use Key Performance Indicators (KPIs) to measure media coverage based on the scale of their activities. Not stopping there, we go a step further.
We use a measurement system that calculates public relations value (PR value) by multiplying ad value, adjusted based on various factors including tone, imagery, quotes, and key messages. We also apply the AIDA model—Awareness, Interest, Desire, and Action—as a framework for tracking the customer journey. Public relations activities typically concentrate on the Interest and Desire stages, as the Awareness and Action stages are largely driven by advertising efforts.
Ultimately, the way we measure success comes down to client specific goals. More importantly, to achieve effective public relations outcomes, capturing journalists' attention to cover our story is essential. We do this by crafting compelling stories that resonate with the media, who are always looking for content their readers will find engaging. Success depends on our ability to create narratives that not only get noticed but also drive results for clients’ brands.
4. Can You Provide Examples of Successful Campaigns You Have Executed?
Aside from industry-specific experience, potential clients often want to know about well-executed programs we have carried out. It is important for them to see real-world examples that demonstrate what works in action—helping them understand how our strategies, tactics, and results can be applied to their own needs.
Let me share one of our successful campaigns, which is the business leaders forum organized by one of our banking clients. This is an annual event that brings together global leaders to discuss the opportunities and challenges in Indonesia.
Having supported this event multiple times in the past, our public relations efforts for the 2024 forum included a main event, a media luncheon, and multiple press releases. These efforts resulted in coverage from 41 journalists across 33 media outlets, generating 161 articles with a PR value exceeding IDR 57,630,000,000. Our long-term relationship with this client, dating back to 2018, has been key to our success. Ongoing collaborations enhance our ability to execute strategic campaigns that yield tangible results and build trust in our expertise.
You can surely ask for a specific client by leaving a comment below!
5. What is Your Pricing Structure? Can We Negotiate?
Understanding pricing models is crucial when evaluating public relations agencies, and at Praxis, we prioritize transparency and flexibility. While we typically offer engagement options through packages for three, six, or 12 months, we believe a year is the ideal timeframe to measure the lasting impact of public relations efforts. However, if your objectives are focused on a specific campaign or project, we are fully adaptable and open to alternative arrangements.
Our pricing is tailored to meet the specific needs of each client. We offer a variety of options, including retainer-based and project-based models, ensuring that our pricing structure reflects the value we deliver. Our pricing structure reflects the value of the services we provide, aligned with your budget while maximizing outreach goals.
Negotiation is always on the table. We aim to find a pricing structure that works for both parties. Open discussions about budget and strategy are essential to ensure you receive quality service tailored to your objectives effectively.
By having an open conversation about the budget, we can ensure that the services we provide are closely aligned with your goals, helping you achieve the best possible outcome.
Closing
Now that we have explored these common questions, I encourage you to reflect: if you have been involved in the pitching process before, have you ever asked or been asked any of the questions discussed above?
If not, I hope this guide has provided you with valuable insights as you prepare to select a public relations agency. Making the right choice is crucial, and it should leave you feeling confident and empowered.
For further questions or personalized information, you can reach out to us at [email protected]. If you have additional FAQs to discuss, please let me know.
By asking the right questions and considering factors such as industry experience, measurement, and pricing, you can find a partner that will help you achieve your communication goals. In that sense, I hope we can embark on this journey together!
