It's time to conduct a PR agency search and you don't know where to begin. You're not alone - many people feel the way you do. This presentation is meant to help you organize your search and logically assess appropriate agencies that will meet your needs. You'll learn how to search for good candidates, narrow down the prospects, develop a Request for Proposal, assess agency responses and choose the best public relations firm to meet your needs. You'll also get tips on what to include in the contract.
How To Get The Most Out Of Recruitment Agencies, Oussama MansourThe HR Observer
There certainly seems to have been a growing sense of informal negativity towards recruitment consultants in the region. A recruitment agency should help speed up the recruitment process and take a significant workload of your plate. The better consultants should be well connected and be able to provide you access to strong candidates that would be otherwise impossible to gain access to. Due to the significant sums of money involved in the recruitment business, this have caused a drastic shift in how some recruitment companies in the middle east approach their clients. Some have abandoned the mature, well informed true consultative approach and instead replaced it with a high volume, sales orientated approach. Others have become CV passers and nothing more. Finding and getting the best out of a recruitment agency, however, requires planning, preparation and determination.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
This document provides advice for associates preparing for interviews at new law firms. It discusses assembling necessary documents like resumes and writing samples, researching potential opportunities, expectations for initial meetings, how to structure questioning to determine a firm's value and costs, common steps in the interview process, managing interview fatigue, evaluating options, negotiating compensation packages, and properly leaving a current firm. Associates are advised to qualify opportunities, establish their value, consider cultural and practice area fits, and maintain professionalism throughout the process.
The document provides tips and guidance for effective headhunting and networking. It discusses when headhunting is most useful, such as when requirements are niche or competition is high. Key aspects of successful headhunting include having industry and client knowledge, common sense, perseverance, creativity, strong networking skills, and confidence. The document outlines the headhunting process, including mapping target companies, contacting candidates, presenting profiles to clients, and closing placements. It provides tips for getting past barriers, crafting opening statements, and dealing with challenges.
The document provides guidance on using a sales approach to career success and job hunting. It recommends:
1) Networking extensively by phone to set up in-person meetings, as the phone is the most efficient tool for reaching people.
2) Preparing thoroughly for calls by researching companies and prospects, and having success stories to demonstrate competence.
3) Using a scripted introduction to capture attention, build rapport, and schedule meetings to further discuss skills and the prospect's needs.
The document provides guidance on defining and promoting a staffing firm's brand. It discusses conducting research to understand a brand, such as interviewing clients and candidates. It also offers tips on using LinkedIn to promote a brand, including building out personal profiles, engaging connections, and using the company page and status updates. The goal is to develop a brand identity and message and effectively communicate it through social media and other channels to attract both clients and candidates.
The document provides tips for researching a company in preparation for a job interview. It recommends researching the company's basic information like history, products, locations and employees to demonstrate interest and avoid potential mistakes. The research can help answer common interview questions about why you want the job and how your skills fit. Additional questions should be asked in the interview. Researching the company culture, specific job duties and how your skills would be used is important. The document also provides tips on researching yourself and resources for both online and offline research.
Understanding Candidates for better recruitmentVijay Singh
The document discusses best practices for understanding candidate requirements through preparation, effective communication, screening candidates based on their profile and behavior, scheduling interviews, following up after interviews and offers, and providing examples of common candidate scenarios recruiters may encounter. It emphasizes the importance of properly understanding the candidate and customer requirements to identify the right fit and move the hiring process forward successfully. The document also provides tips on prioritizing requirements, managing immediate candidates, and asking targeted questions to fully understand candidates' qualifications, motivations, and situation.
How To Get The Most Out Of Recruitment Agencies, Oussama MansourThe HR Observer
There certainly seems to have been a growing sense of informal negativity towards recruitment consultants in the region. A recruitment agency should help speed up the recruitment process and take a significant workload of your plate. The better consultants should be well connected and be able to provide you access to strong candidates that would be otherwise impossible to gain access to. Due to the significant sums of money involved in the recruitment business, this have caused a drastic shift in how some recruitment companies in the middle east approach their clients. Some have abandoned the mature, well informed true consultative approach and instead replaced it with a high volume, sales orientated approach. Others have become CV passers and nothing more. Finding and getting the best out of a recruitment agency, however, requires planning, preparation and determination.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
This document provides advice for associates preparing for interviews at new law firms. It discusses assembling necessary documents like resumes and writing samples, researching potential opportunities, expectations for initial meetings, how to structure questioning to determine a firm's value and costs, common steps in the interview process, managing interview fatigue, evaluating options, negotiating compensation packages, and properly leaving a current firm. Associates are advised to qualify opportunities, establish their value, consider cultural and practice area fits, and maintain professionalism throughout the process.
The document provides tips and guidance for effective headhunting and networking. It discusses when headhunting is most useful, such as when requirements are niche or competition is high. Key aspects of successful headhunting include having industry and client knowledge, common sense, perseverance, creativity, strong networking skills, and confidence. The document outlines the headhunting process, including mapping target companies, contacting candidates, presenting profiles to clients, and closing placements. It provides tips for getting past barriers, crafting opening statements, and dealing with challenges.
The document provides guidance on using a sales approach to career success and job hunting. It recommends:
1) Networking extensively by phone to set up in-person meetings, as the phone is the most efficient tool for reaching people.
2) Preparing thoroughly for calls by researching companies and prospects, and having success stories to demonstrate competence.
3) Using a scripted introduction to capture attention, build rapport, and schedule meetings to further discuss skills and the prospect's needs.
The document provides guidance on defining and promoting a staffing firm's brand. It discusses conducting research to understand a brand, such as interviewing clients and candidates. It also offers tips on using LinkedIn to promote a brand, including building out personal profiles, engaging connections, and using the company page and status updates. The goal is to develop a brand identity and message and effectively communicate it through social media and other channels to attract both clients and candidates.
The document provides tips for researching a company in preparation for a job interview. It recommends researching the company's basic information like history, products, locations and employees to demonstrate interest and avoid potential mistakes. The research can help answer common interview questions about why you want the job and how your skills fit. Additional questions should be asked in the interview. Researching the company culture, specific job duties and how your skills would be used is important. The document also provides tips on researching yourself and resources for both online and offline research.
Understanding Candidates for better recruitmentVijay Singh
The document discusses best practices for understanding candidate requirements through preparation, effective communication, screening candidates based on their profile and behavior, scheduling interviews, following up after interviews and offers, and providing examples of common candidate scenarios recruiters may encounter. It emphasizes the importance of properly understanding the candidate and customer requirements to identify the right fit and move the hiring process forward successfully. The document also provides tips on prioritizing requirements, managing immediate candidates, and asking targeted questions to fully understand candidates' qualifications, motivations, and situation.
International Business Forum Prague Marketing Workshop 2010Pavel Kucera
The document provides tips for businesses on choosing and managing external marketing agencies. It discusses determining agency needs based on objectives, sourcing agencies through references and awards, creating a shortlist based on expertise and reputation, having agencies do presentations with a clear brief, and managing the relationship through regular meetings and measuring effectiveness. It also addresses budget concerns, noting agencies should be paid for their expertise but to consider negotiating fees or using alternative solutions for limited budgets.
This document provides guidance on effective selling techniques. It discusses defining success, common life goals, and quotes on dreaming big and self-development. It also contrasts marketing and selling, explains understanding buyer behavior and motivations, the importance of knowing your product and competitors, and provides a framework for sales interviews with approaches for discussion, diagnosis, interpretation and identifying needs. Follow-up and servicing accounts after closing the sale is also emphasized. The overall message is that to be an effective seller one must understand customers' objectives and problems to recommend appropriate solutions that satisfy their needs.
Public Relations And Social Media CapabilitiesBill Byrne
Interested in finding out more about Remedy's refreshing way of thinking and executing PR and social media strategies?
We reverse engineer your goals to develop cost effective strategies that win media exposure and mindshare.
Regardless of if you're in San Diego or the Mid-West, a financial powerhouse or startup tech brand, our team has the experience to help you succeed!
This document provides guidance on prospecting, preparing for sales presentations, and conducting sales calls. It discusses why buyers may not see salespeople, popular prospecting methods, qualifying leads, and the importance of effective prospecting. It also outlines components to gather on the prospect and their organization prior to a call. Additionally, it reviews types of sales presentations, proposal writing best practices, and a sales presentation checklist. Finally, it discusses sequencing within a sales presentation and different approaches for starting a sales call. The overall document aims to help salespeople improve their prospecting, preparation, and delivery of sales presentations.
The document provides guidance on creating brand champions and building an engaged workforce. It discusses the importance of inside-out branding where employees consistently deliver on an organization's brand promise. When employees believe in the brand and are brand ambassadors, it leads to increased customer satisfaction, retention, and growth. The document outlines strategies for building a tribe of engaged employees such as defining behaviors, keeping communication consistent and simple, celebrating successes, and making the brand message impossible to avoid. It emphasizes that employees now determine brands more than any other marketing.
This document provides guidance on developing a business plan to convert ideas into a business. It emphasizes that a business plan is important to think through your business concept and gather important facts. Developing a business plan will reveal gaps in your knowledge about the industry and help you fine-tune your product or service based on customer needs. The document then outlines key sections to include in a business plan such as value proposition, revenue model, competitive environment, marketing strategy, management team, and financial planning. Market research including creating customer profiles and surveys is also recommended to inform the business plan.
The document provides steps for effective head hunting: 1) Conduct profile research through online sources to identify potential candidates; 2) Build references through social networks, past candidates, and professional contacts; 3) Develop a network of current, past, and potential candidates; 4) Use convincing skills when recruiting, such as building rapport with candidates and clearly explaining the role and benefits. Avoid brief interactions or hiding important details like salary.
This document provides strategies and tips for job hunting, including leveraging your personal network, direct applications to target companies, and using headhunters and online job ads. It focuses on applying directly to target companies, recommending gathering information on potential employers and defining contact people before customizing your cover letter. The document also provides extensive suggestions for methodically creating a target company list, such as considering competitors, vendors, associations, clients, industry conferences, private investments, local businesses, alumni networks, advertisers, and previous employees. Sample questions for informal interviews with industry contacts are also included.
This document provides guidance on developing a business plan to convert ideas into a business. It recommends:
1. Creating a business plan to think through your business ideas and gather important facts. The plan will reveal your knowledge and help fine-tune your product for customers.
2. Including key elements in the plan like your value proposition, revenue model, competitive environment, competitive advantages, marketing strategy, organization details, management team, fundraising strategy, and shareholders agreement.
3. Conducting market research like creating customer profiles and surveys to deeply understand customers' needs and pain points. The research will help design a product that customers will value.
A great guide for Trainees & Graduates looking to launch a career in recruitment! Advice on how to prepare, how to make successful applications and how to perform in interview
Employment Agencies Engaging Small and Medium Sized EnterprisesHolly Winter
The document summarizes promising practices for employment agencies to engage employers. It discusses strategies identified through case studies with agencies that have success establishing relationships with employers and maintaining job placement rates. These include hiring job developers with both social and business skills, developing mutually beneficial relationships with employers through offering HR supports tailored to their needs, and maintaining communication at every stage to quickly resolve any issues. The goal is to present clients to employers in a positive light and focus on what they can do, rather than barriers.
This document provides tips and sample answers for common interview questions for a position at Sun Tan City. It includes responses to questions about previous employment, interest in the company, knowledge of the company, why the applicant should be hired, what they can offer the company, salary expectations, and questions to ask the interviewer. Suggestions include staying positive when discussing past jobs, highlighting alignment with company values, researching the company online, emphasizing relevant skills and experience, being energetic and passionate, and asking about development opportunities rather than salary.
Financial companies provide loans to traders or individuals for various reasons. It can be a small business, a small company or a large business. Commercial loans help established companies to grow (build new offices, open a new store, etc.). They can also be used to create new businesses. 7558640644 || info@corpseed.com || https://www.corpseed.com/ ||
How To Wrangle A Team To Build Your CompanyStart Pad
What: StartPad Countdown 9 -- How to Wrangle a Team to Build Your Company
Who: Kirsten Roth, The Laurel Group
You’ve arrived at the point where you want/need to add to your team. You’ve got way more to do than you can possibly get done with who you have on board now. What questions should you ask yourself before starting the process? Where do you start? What resources are out there to smooth the process? Come learn this and more about what you need to do to build a stellar team.
Affirmative finance interview questions and answerstommydavis223
This document provides interview preparation materials for a position at Affirmative Finance, including common interview questions, tips for answering questions, and suggested questions to ask the interviewer. Some key points covered include highlighting your relevant skills and experience when answering "Why should we hire you?", researching the company website and LinkedIn page in preparation for "What do you know about Affirmative Finance?", and linking your goals to the company's objectives when asked "Why do you want to work here?". The document also lists additional interview question types and offers general tips for practicing and following up after an interview.
Carus corporation interview questions and answersSvenBender9
This document provides guidance and sample answers for common interview questions that may be asked during an interview with Carus Corporation. It discusses how to answer questions about your strengths, why you want to work for Carus Corporation, what you know about the company, why Carus Corporation should hire you, and what you can do for the company. The document also provides tips on asking questions of the interviewer and recommends not being the first to discuss salary. Additional resources on interview preparation are also referenced.
The document provides tips for preparing for and attending a career fair. It recommends researching companies that will attend, developing an elevator pitch about your skills and qualifications, updating your resume, and preparing questions to ask employers. At the fair, it advises arriving early, making a good first impression, collecting business cards, and taking advantage of any services offered. Most importantly, it stresses following up after the fair by sending thank you notes and following application instructions.
For many of them, beginning a job search seems to be a challenging task. There are 3 simple questions you may ask yourself before beginning your search.
What do you really want to do?
What do you need to do?
How can you get started?
In Springboard Talent, we focus on helping professionals like you by providing coaching, strategies and systems to attract your ideal job. Traditional job search methods are no longer effective. Welcome to the New Rules of Job Search. With understanding of the entire hiring process, you will be able to tap into more than 80% of the hidden job market.
Focus Financial Partners interview questions and answersrentlau228
This document provides materials and tips for preparing for a job interview at Focus Financial Partners, including common interview questions, how to answer them, and what research to do on the company beforehand. Some key points covered include highlighting your relevant skills and experience for the role, understanding company culture and values, having examples ready of how you would contribute, and asking thoughtful questions rather than ones about compensation. A list of additional interview preparation resources is also included.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
The document outlines a 5-step process for hiring a public relations firm: 1) assessing needs, 2) searching firms, 3) presentations and evaluations, 4) proposals, and 5) selection. It provides guidance on determining budget, objectives, services needed, and evaluating firm strategies, resources, media expertise, account teams, and intangibles like proactivity and chemistry. The goal is to choose a firm that can best help achieve marketing goals through PR services and build a long-term, profitable relationship.
This document discusses key considerations for recruiting self-employed sales agents, including interview questions and etiquette. It provides guidance on narrowing the search criteria to find the best-suited agents. Common interview etiquette that agents expect is outlined, such as treating the agent as an equal partner, not an employee. The document also provides sample interview questions companies should ask agents to assess skills, experience, goals and work ethic, and questions agents may ask companies to evaluate compensation, support and opportunities. Overall traits of top-performing agents are discussed.
International Business Forum Prague Marketing Workshop 2010Pavel Kucera
The document provides tips for businesses on choosing and managing external marketing agencies. It discusses determining agency needs based on objectives, sourcing agencies through references and awards, creating a shortlist based on expertise and reputation, having agencies do presentations with a clear brief, and managing the relationship through regular meetings and measuring effectiveness. It also addresses budget concerns, noting agencies should be paid for their expertise but to consider negotiating fees or using alternative solutions for limited budgets.
This document provides guidance on effective selling techniques. It discusses defining success, common life goals, and quotes on dreaming big and self-development. It also contrasts marketing and selling, explains understanding buyer behavior and motivations, the importance of knowing your product and competitors, and provides a framework for sales interviews with approaches for discussion, diagnosis, interpretation and identifying needs. Follow-up and servicing accounts after closing the sale is also emphasized. The overall message is that to be an effective seller one must understand customers' objectives and problems to recommend appropriate solutions that satisfy their needs.
Public Relations And Social Media CapabilitiesBill Byrne
Interested in finding out more about Remedy's refreshing way of thinking and executing PR and social media strategies?
We reverse engineer your goals to develop cost effective strategies that win media exposure and mindshare.
Regardless of if you're in San Diego or the Mid-West, a financial powerhouse or startup tech brand, our team has the experience to help you succeed!
This document provides guidance on prospecting, preparing for sales presentations, and conducting sales calls. It discusses why buyers may not see salespeople, popular prospecting methods, qualifying leads, and the importance of effective prospecting. It also outlines components to gather on the prospect and their organization prior to a call. Additionally, it reviews types of sales presentations, proposal writing best practices, and a sales presentation checklist. Finally, it discusses sequencing within a sales presentation and different approaches for starting a sales call. The overall document aims to help salespeople improve their prospecting, preparation, and delivery of sales presentations.
The document provides guidance on creating brand champions and building an engaged workforce. It discusses the importance of inside-out branding where employees consistently deliver on an organization's brand promise. When employees believe in the brand and are brand ambassadors, it leads to increased customer satisfaction, retention, and growth. The document outlines strategies for building a tribe of engaged employees such as defining behaviors, keeping communication consistent and simple, celebrating successes, and making the brand message impossible to avoid. It emphasizes that employees now determine brands more than any other marketing.
This document provides guidance on developing a business plan to convert ideas into a business. It emphasizes that a business plan is important to think through your business concept and gather important facts. Developing a business plan will reveal gaps in your knowledge about the industry and help you fine-tune your product or service based on customer needs. The document then outlines key sections to include in a business plan such as value proposition, revenue model, competitive environment, marketing strategy, management team, and financial planning. Market research including creating customer profiles and surveys is also recommended to inform the business plan.
The document provides steps for effective head hunting: 1) Conduct profile research through online sources to identify potential candidates; 2) Build references through social networks, past candidates, and professional contacts; 3) Develop a network of current, past, and potential candidates; 4) Use convincing skills when recruiting, such as building rapport with candidates and clearly explaining the role and benefits. Avoid brief interactions or hiding important details like salary.
This document provides strategies and tips for job hunting, including leveraging your personal network, direct applications to target companies, and using headhunters and online job ads. It focuses on applying directly to target companies, recommending gathering information on potential employers and defining contact people before customizing your cover letter. The document also provides extensive suggestions for methodically creating a target company list, such as considering competitors, vendors, associations, clients, industry conferences, private investments, local businesses, alumni networks, advertisers, and previous employees. Sample questions for informal interviews with industry contacts are also included.
This document provides guidance on developing a business plan to convert ideas into a business. It recommends:
1. Creating a business plan to think through your business ideas and gather important facts. The plan will reveal your knowledge and help fine-tune your product for customers.
2. Including key elements in the plan like your value proposition, revenue model, competitive environment, competitive advantages, marketing strategy, organization details, management team, fundraising strategy, and shareholders agreement.
3. Conducting market research like creating customer profiles and surveys to deeply understand customers' needs and pain points. The research will help design a product that customers will value.
A great guide for Trainees & Graduates looking to launch a career in recruitment! Advice on how to prepare, how to make successful applications and how to perform in interview
Employment Agencies Engaging Small and Medium Sized EnterprisesHolly Winter
The document summarizes promising practices for employment agencies to engage employers. It discusses strategies identified through case studies with agencies that have success establishing relationships with employers and maintaining job placement rates. These include hiring job developers with both social and business skills, developing mutually beneficial relationships with employers through offering HR supports tailored to their needs, and maintaining communication at every stage to quickly resolve any issues. The goal is to present clients to employers in a positive light and focus on what they can do, rather than barriers.
This document provides tips and sample answers for common interview questions for a position at Sun Tan City. It includes responses to questions about previous employment, interest in the company, knowledge of the company, why the applicant should be hired, what they can offer the company, salary expectations, and questions to ask the interviewer. Suggestions include staying positive when discussing past jobs, highlighting alignment with company values, researching the company online, emphasizing relevant skills and experience, being energetic and passionate, and asking about development opportunities rather than salary.
Financial companies provide loans to traders or individuals for various reasons. It can be a small business, a small company or a large business. Commercial loans help established companies to grow (build new offices, open a new store, etc.). They can also be used to create new businesses. 7558640644 || info@corpseed.com || https://www.corpseed.com/ ||
How To Wrangle A Team To Build Your CompanyStart Pad
What: StartPad Countdown 9 -- How to Wrangle a Team to Build Your Company
Who: Kirsten Roth, The Laurel Group
You’ve arrived at the point where you want/need to add to your team. You’ve got way more to do than you can possibly get done with who you have on board now. What questions should you ask yourself before starting the process? Where do you start? What resources are out there to smooth the process? Come learn this and more about what you need to do to build a stellar team.
Affirmative finance interview questions and answerstommydavis223
This document provides interview preparation materials for a position at Affirmative Finance, including common interview questions, tips for answering questions, and suggested questions to ask the interviewer. Some key points covered include highlighting your relevant skills and experience when answering "Why should we hire you?", researching the company website and LinkedIn page in preparation for "What do you know about Affirmative Finance?", and linking your goals to the company's objectives when asked "Why do you want to work here?". The document also lists additional interview question types and offers general tips for practicing and following up after an interview.
Carus corporation interview questions and answersSvenBender9
This document provides guidance and sample answers for common interview questions that may be asked during an interview with Carus Corporation. It discusses how to answer questions about your strengths, why you want to work for Carus Corporation, what you know about the company, why Carus Corporation should hire you, and what you can do for the company. The document also provides tips on asking questions of the interviewer and recommends not being the first to discuss salary. Additional resources on interview preparation are also referenced.
The document provides tips for preparing for and attending a career fair. It recommends researching companies that will attend, developing an elevator pitch about your skills and qualifications, updating your resume, and preparing questions to ask employers. At the fair, it advises arriving early, making a good first impression, collecting business cards, and taking advantage of any services offered. Most importantly, it stresses following up after the fair by sending thank you notes and following application instructions.
For many of them, beginning a job search seems to be a challenging task. There are 3 simple questions you may ask yourself before beginning your search.
What do you really want to do?
What do you need to do?
How can you get started?
In Springboard Talent, we focus on helping professionals like you by providing coaching, strategies and systems to attract your ideal job. Traditional job search methods are no longer effective. Welcome to the New Rules of Job Search. With understanding of the entire hiring process, you will be able to tap into more than 80% of the hidden job market.
Focus Financial Partners interview questions and answersrentlau228
This document provides materials and tips for preparing for a job interview at Focus Financial Partners, including common interview questions, how to answer them, and what research to do on the company beforehand. Some key points covered include highlighting your relevant skills and experience for the role, understanding company culture and values, having examples ready of how you would contribute, and asking thoughtful questions rather than ones about compensation. A list of additional interview preparation resources is also included.
The guide is dedicated to PR managers and specialists responsible for communications in their organizations. We hope you will find here answers for all, or most of your questions regarding PR – techniques, activities, prices etc. – and this text will help you to successfully set up, run and develop your communication, both in your home countries and on markets where you choose to scale up.
The document outlines a 5-step process for hiring a public relations firm: 1) assessing needs, 2) searching firms, 3) presentations and evaluations, 4) proposals, and 5) selection. It provides guidance on determining budget, objectives, services needed, and evaluating firm strategies, resources, media expertise, account teams, and intangibles like proactivity and chemistry. The goal is to choose a firm that can best help achieve marketing goals through PR services and build a long-term, profitable relationship.
This document discusses key considerations for recruiting self-employed sales agents, including interview questions and etiquette. It provides guidance on narrowing the search criteria to find the best-suited agents. Common interview etiquette that agents expect is outlined, such as treating the agent as an equal partner, not an employee. The document also provides sample interview questions companies should ask agents to assess skills, experience, goals and work ethic, and questions agents may ask companies to evaluate compensation, support and opportunities. Overall traits of top-performing agents are discussed.
James Loomstein, of Digital Space Consulting, gave a presentation on finding the right digital agency. He discussed how the advertising model is changing with more specialization and niche offerings. Agencies now focus on specific capabilities like SEO, social media, or mobile rather than being full-service. Loomstein advised that collaboration between agencies is important for success and that clients should look for agencies with expertise in their industry, strong creative skills, and a focus on measurable results.
This document discusses key factors for building a successful relationship between a PR agency and their client. It emphasizes the importance of managing expectations by creating a detailed brief with clear objectives, roles, and metrics. It also stresses the need for collaboration between the agency and client, including open communication, defining responsibilities, and the client providing the agency with necessary materials and access. Finally, it highlights how education of each other's expertise can foster trust between the agency and client.
The document outlines 7 common pitfalls or "deadly sins" that advertisers face when conducting media agency reviews or pitches. These include: 1) not properly dealing with the incumbent agency, 2) underestimating the challenges of a review, 3) choosing the wrong pitch consultant, 4) not appreciating the internal politics, 5) talking to the wrong agency contacts, 6) over relying on best practices, and 7) fearing contract negotiations. For each pitfall, the document provides recommendations on how to avoid or fix the problem to help ensure a successful agency review.
Things to Consider when Choosing the Right Outsourcing Provider | Staff BoomDiana DePaola
With increased demand for outsourcing solutions, a lot of outsourcing companies have sprung out to respond and meet the needs of businesses. Here are some steps to help you choose the right outsourcing provider.
Before starting a business, one must consider start-up costs by budgeting finances from personal savings, friends and family, or loans. A business plan should then be made that outlines the type of business - whether it be a franchise, buying an existing business, or starting from scratch. Location and competitors are also important factors, as the business should be in a busy area and offer products competitors do not. Insurance, licenses and registrations, legal obligations, research, marketing, staffing needs, and technology choices must all be addressed to lay the foundation for a successful new business. Compromising on any of these critical factors could hamper the business's growth.
The document outlines 8 steps for starting a recruiting agency: 1) Determine the type of recruitment services and niche focus, 2) Assess competition and market demand, 3) Examine recruiting experience, 4) Evaluate startup costs and finances, 5) Research laws regarding business licensing, advertising, taxes and insurance, 6) Select an accessible office location, 7) Create a marketing plan to attract clients and applicants, and 8) Hire recruitment and administrative staff. Starting a successful recruiting agency requires a solid business plan, recruitment experience, knowledge of relevant laws, and strategies for gaining and serving clients.
You’ve Decided to Outsource a Marketing Project – Now What?ClearEdge Marketing
The document provides tips for businesses that are outsourcing marketing projects. It advises taking several key steps: finding potential marketing agencies through referrals or companies with admired marketing; providing clear project details; comparing proposals on value, results and agency understanding of your business; asking questions about team experience, specialties, portfolio quality, reporting and references. The goal is to thoroughly vet agencies to find the best marketing partner.
1) The document outlines 20 common challenges faced by small businesses, including poor business planning, inadequate funding, lack of experience, ineffective marketing, and poor customer service.
2) It also discusses the importance of having an organizational plan that identifies key roles and their responsibilities, and ensuring employees receive proper training.
3) Finally, it recommends small business owners who identify with the challenges discussed should consult business development consultants and professionals like lawyers, accountants, and financial advisors to help turn their business around.
This document discusses 15 common time wasters in inside sales and lead generation departments. It provides examples of each time waster and a best practice for addressing it. Some of the major time wasters discussed include poor sales and marketing strategy, poor hiring practices, low motivation among salespeople, and slow response to lead inquiries. The document advocates for investing in quality lead generation resources and sales coaching or mentoring to help eliminate inefficiencies.
10½ ways patent attorneys in europe can make themselves more attractiveDouglas McPherson
The exchange of work between patent and trade mark attorneys in different countries is mainstay of the IP industry. But how can European attorneys make themselves more attractive to UK and US attorneys?
Business plan-startup-pet-care-business-05252011clearh20brooke
This document provides a template and guidance for creating a business plan for a startup pet care business. It outlines various sections to include such as executive summary, company description, products/services, marketing plan, operational plan, management team, startup expenses/capitalization, and financial plan. The template emphasizes the importance of researching the market and competitors to develop effective marketing strategies and realistic financial projections. It also notes that the process of researching and planning is most valuable for avoiding costly mistakes later on.
Business PaperDescriptionThe business analysis paper sh.docxRAHUL126667
Business Paper
Description:
The business analysis paper should focus on the use of information systems within a company of your choice. You should pick a company for which information systems played a key roll in making that company successful, and the paper should focus on how information systems contributed to that success. Your paper should answer the following areas:
· Industry Profile: What is the industry? What value does the industry provide to its customers?
· Include an analysis of the competitive landscape of the industry in terms of the Porter Competitive model. You will learn about Porter's 5 forces early in the quarter. Your paper should discuss each of the five forces that effect the competitive landscape of your company's industry. Discuss why each of the forces plays a strong or weak role in the industry and give evidence to support your argument.
· Be careful to define the industry correctly. To do so, ask the question "with whom does your company compete?" Be careful that the definition is not too narrow. For instance, Charles Schwab is a discount broker and they obviously compete with other discount brokers like Quick and Reilly and Fidelity. But, they also compete against full service brokers and deep discounters. There is also a risk of defining the industry too broadly. For instance, total retailing in the U.S. is over $2 trillion a year. This includes everything that is sold to a consumer--groceries, automobiles, fast food, clothing, etc. There are sub-sections to the retail industry and these provide a better definition since they are consistent with the criteria cited above regarding who companies compete against. Automobile dealers do not compete with McDonalds or Safeway.
· Company Profile: What business is your company in, and what value does it provide its customers. In what ways is it different than its competitors? How has it's history shaped what it can offer its customers?
· Information Technology: How does the company use IT to support or enable its business processes and competitive strategies? What technologies in particular does it use? Does the company use existing technologies,develop its own technology, or some combination of both? How much of the company’s success do you attribute to its use of IT and/or the company’s early adoption of IT into their business processes? Is it used to enhance or differentiate their product, reduce costs, or both?
· Leadership: Who are/were the key leaders of the company? What decisions did these leaders make, in particular decisions relating to the deployment of IT? What opportunities did they identify that helped make their company what it is today.
· Market and Financial Performance: What is the company’s revenue and profit, and how has it evolved over the years? How does the company’s performance compare to its competitors? You may also want to include other industry specific measures of performances, like cost per available seat mile (CASM) for airlines or sales ...
Bob Nealon presented 20 effective job search strategies, emphasizing that networking is the most effective strategy as over 80% of people get jobs through others. Some key strategies included targeting specific companies and decision makers, utilizing staffing agencies and employee referral programs, attending job fairs, volunteering in the community, and considering non-traditional employment terms. Nealon also stressed developing a strong online presence on LinkedIn and maintaining campus resources like the career center for job searching assistance and internship opportunities.
This document provides an introduction to SMART marketing strategies for solicitors and law firms. It discusses setting SMART goals for increasing firm turnover and profit. It emphasizes defining an ideal client profile in terms of demographics, geography, and psychographics. Key steps include understanding what clients want in terms of features, advantages, and emotional benefits of legal services. Fee earners are encouraged to develop their own SMART marketing plans tailored to their ideal clients. The overall approach aims to help law firms attract more profitable clients through targeted marketing.
This document outlines 5 essential steps to starting a successful recruitment business: ideas, business plan, funding, management, and attitude. For ideas, thorough research is key to developing a unique brand identity and business name. The business plan should include goals, marketing strategy, costs, and financial forecasts. Funding options include family, banks, crowdfunding, and invoice financing. Proper management of operational, legal, financial, technology, and marketing aspects is important. A passionate attitude with a focus on candidate placement and adapting to changes will help the business succeed.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
How to Generate Add to Calendar Link using Cal.etYared Ayalew
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
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In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
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1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Introduction
2
!
• In this presentation, we’ll give you advice on:
– How to look for an agency.
– How to organize a search in a way that your company will get the
most useful information to make an informed choice.
– How to get past the agency sales pitch to tell which agency is best
suited to your needs.
3. How Not to Hire
A PR Agency
• There are many ways people select PR firms, but not all of them
make sense. For example:
– An executive in one company met an interior designer in a bar and asked
if she knew any PR firms. She told him that her design firm was
renovating the reception area of a PR agency. He called and hired the
agency sight unseen.
– In another company, the CMO saw the name of a PR firm on the
building’s directory, liked the name, and wandered into the agency’s office
and hired them.
• Hopefully you’re planning to use a more logical and thoughtful
approach. Hiring a PR firm is a significant investment. All agencies
are not the same!
3
5. What Are Your Goals for PR?
(The Important Question to Answer
Before You Do Anything Else)
• Many will answer, “to get media coverage.” But that’s
not a goal, it’s a tactic. What do you want the media
coverage to do for you?
– Raise visibility?
– Enhance the company’s image?
– Increase sales leads?
• Your goals can influence which PR agency you
should hire.
5
6. • Take advantage of one of the most important services a PR
agency can provide: helping you take a 30,000-foot look at
your communications needs.
– A PR firm can help you think it all through:
– Develop appropriate communications goals to meet your
company’s business needs
– Create strategies to meet those goals
– Recommend the right tactics to support the strategies
– Carry out the tactics.
6
7. SUCCESS
REQUIRES YOU
TO THINK
THROUGH YOUR
GOALS
7
• You’re better off hiring an agency that questions your
thinking and your priorities than an agency that just does
what you tell them to do.
• Many times it’s helpful to hire a PR agency on a project
basis first, to work with you to articulate your goals,
confirm the audiences, then recommend strategies and
tactics.
− If you’re happy with the agency’s work during this project,
you’ll feel more comfortable signing a longer-term contract to
carry out the suggested strategies.
9. • There are advantages and disadvantages in working with small,
medium and large agencies.
– Small PR firms = more senior-level service than large firms.
• A small firm CEO is likely to be “hands on” with your account. That’s
very unlikely at a midsize or large firm.
– Medium and large firms = a broader range of services.
• Large firms say they have more bandwidth for unexpected needs. They
do have more staff than small and mid-size agencies, but at any PR
agency, staff aren’t just waiting for unexpected needs. They’re busy.
– Your budget might make the decision for you: large multinational
firms have very high minimum fees.
• Even if you can afford their minimums, with a small budget compared
to other clients, you may be the stepchild client, assigned to junior
employees. One question to ask each agency is, “What is the average
annual fee your current clients pay?”
9
Small Medium Large
?
Small, Medium or Large?
10. • You may need a specific type of agency that meets certain
criteria. For example:
10
− You may need help in other markets, not just your home market.
− You may only need help locally and want an agency that is very
familiar with your city.
− You may want a specialist firm in your industry, such as a
healthcare PR firm.
− Or you may need a firm with know-how to work with national
media, which not all firms have, or experience in organizing a
national conference.
• Ask the agencies to demonstrate the expertise they claim.
− Ask each agency for case studies of other relevant work, including
results.
Local, National or International?
11. • International experience is hard to find.
– You may assume that large multinational communications
agencies’ staffs have international experience. But even at
those agencies, most staff members only do PR domestically.
– Ask about the experience of each agency team member.
– Whether small or large, an agency is not likely to be helpful
with international PR unless the team you work with
understands the role PR plays in different business cultures.
– They must be able to work with people from other countries
and cultures who may not define PR the way it’s defined
domestically.
– Mid-size or smaller companies are better off hiring smaller PR
firms that belong to an international network of independent
agencies, such as PR Boutiques International, whose
members have more experience with, and understanding of
overseas PR than most other agencies.
12. • Over the past 20 years the PR industry has become more
specialized.
• There are agencies that focus only on food PR, travel,
financial services, technology, healthcare, real estate,
beauty, education, etc.
• Large multinational public relations firms and many mid-size
agencies have departments dedicated to each industry
specialty.
• Some mid-size and smaller firms have only one or two
industry specialties.
• However, a large number of small/mid-size firms are
generalists serving multiple industries.
12
Specialist or Generalist Agency?
13. • There are different opinions about whether it’s better to
hire a generalist or a specialist agency.
– If your company is in a very specialized industry such as
pharmaceuticals, medical devices or technology, a specialist
agency may have a shorter learning curve than generalists.
– Generalists see experience in a wide range of industries as
an advantage. They have a wider repertoire of experience,
and can adapt methods commonly used in one industry to
another.
13
15. How to Look for Potential Agencies
• Ask friends and colleagues in other companies for
recommendations for agencies they’ve worked with.
• Do research online.
− Visit the websites of PR trade media such as
Ragan.com, OdwyerPR.com, PRWeek.com and
PRNewsOnline.com..
15
− Read articles about communications campaigns in your industry and
awards given to agencies.
− Look for well-written articles by PR agency executives.
• Google some keywords that might lead you to agencies that could be
a good fit.
• Finally, visit the websites of the agencies on your list. Based on your
impressions from their websites, what you’ve read in the media, and
what you’ve heard from others, select about 10 agencies for your
initial list.
16. • Call each agency on your list. Depending on the size of the firm,
ask to speak to the CEO, the person in charge of clients in your
industry, or someone in charge of business development.
– Be prepared to give non-confidential background information to each
firm, explain your needs and goals for PR, and provide your PR budget.
− Tell these potential agencies what your budget is. Some companies
refuse to do this for fear agencies will use every penny, whether needed
or not.
• Not providing a budget results in some proposals being too expensive, and
others too low to meet your needs. Some firms won’t provide a proposal
without a budget.
• Don’t ask for proposals at several price points. It’s very time-consuming and
unfair. Some firms will walk away.
• Decide on your budget – or at the very least, a budget range – before you ask
for proposals.
– Prepare a list of questions before making your calls.
Narrow Your List
16
17. What to Ask the PR Firms
• Questions you should ask include:
– What experience does your firm have in our industry?
– Do you have clients that compete with us? (You
probably don’t want to hire an agency that is working
for your competitor.)
17
– What is your process of working with a PR firm? How do you start?
– How do you measure and report results?
– What is the range of your agency’s services?
– What is your minimum monthly fee? Do you require an ongoing contract
for a specified period of time, or will your agency work on a
project basis?
– What are your agency’s hourly rates?
– How many staff do you have?
– What current clients do you have?
• Hearing 10 different agencies answer the same questions will help
you narrow your list. Some are easy to eliminate; for example,
those that have no experience in your industry.
18. • Take notes on the answers. It’s easy to mix up who said what
after making the calls.
• Ask if they are interested in being included in the RFP process.
Some may not be, and you can cut those from your short list.
• You may be asked how many firms you’re considering.
– Sometimes companies send RFPs (Request for Proposals)
indiscriminately to dozens of agencies.
– This indicates to agencies that those doing the search are
inexperienced.
– Savvy agencies won’t respond to what are commonly called
“cattle-call RFPs,” which they feel are a waste of time.
• Narrow your list of 10 down to five semi-finalist firms.
18
20. Capabilities
20
• Ask each of the five agencies for a capabilities document.
– This will give you basic facts and the history of the agency,
examples of clients, areas of specialization, factors that
differentiate the agency from others and perhaps a few case
studies of work similar to what you need.
• Based on these documents, your research and phone calls, cut
any agency from your list that you wouldn’t really consider. You
may end up with all five, or just two or three as finalists.
• Contact the agencies that did not make the cut and let them
know. It’s unfair to leave them waiting and courteous to tell
them they didn’t have what you were looking for.
21. The Request for Proposal
21
• After you’ve decided on your finalist list, the next step is to
develop a “Request for Proposal” (RFP), a written document to
send to each finalist agency.
• The RFP will include a more detailed briefing about your
company and its needs, along with instructions and specific
information you want the agencies to provide.
• However, you may not want provide this information without
first asking the agencies to sign a non-disclosure agreement
(NDA). If you don’t already have one, ask your organization’s
lawyer for an NDA.
• The RFP doesn’t have to be a long document. It can be just a
page or two that includes what you want the agencies to
include in their proposals and summarizes key background
points about your company.
22. What to Include in an RFP
• More about your company:
− Confirmation of your goals for PR
− A list of the target audiences you want to reach
− A short explanation of any problems or challenges you want to address
with PR
• A timeline for the rest of the proposal process (a deadline for
submitting a proposal, a range of dates when the finalist firms can
meet with you to discuss the RFP and answer any questions you
may have for them, another range of dates for the agencies to
present their proposals and a date for the work to start).
• Ask the agencies to describe their process of working with clients –
frequency of agency-client meetings, what kind of reporting they do,
how they measure results, etc.
• In your RFP, describe a hypothetical challenge similar to your
company’s PR challenges and ask the finalists to provide some
ideas about how they would handle that challenge.22
23. • Don’t ask for a PR plan for your company or your products. You’re
entitled to a proposal, not free advice about how to solve your
problems or a PR plan.
– Does your company ask lawyers to provide a plan at no cost
explaining how they’ll solve your legal problems? Do you ask your
doctor for a free healthcare assessment? Most agencies have been
burned by companies that haven’t hired them, but have used their
ideas anyway.
– You can learn just as much about the creativity and resourcefulness
of the agencies by making up a challenge as by asking for actual
plans that your company can use.
• Ask who would be your main contact person on a day-to-day
basis.
• Ask for bios for each team member that would work on your
account, and for a breakdown of time that each team member will
be spending on your account if the agency is selected.
23
24. • Ask for three references – clients or former clients the agencies
have worked with.
• Give the finalists a reasonable amount of time to develop their
proposals, a couple of weeks at minimum. To ask an agency to
submit a proposal within a few days, is inconsiderate and shows a
lack of respect for the agency.
• Email the RFP to each candidate firm after your NDA is signed,
and then arrange your initial meetings with the agencies.
24
Qualities you should look for in a PR agency
25. 25
• After you decide on the finalists and send them each your RFP,
meet them, one at a time.
− Provides a chance to brief the agencies about the services you need
in more detail, let them ask questions and see how you and your staff
get along with each team.
− Good chemistry is best judged in person.
− Before these meetings, make a list of qualities and requirements
you’re seeking from a PR agency.
• For example, if industry experience or expertise in a specific area of PR
are mandatory, they should be on your list.
• These meetings are a chance to confirm whether the agencies meet your
specifications.
• It’s easy to let personalities and good sales ability cloud the picture. A list
of specs will make you focus on the facts as well as the chemistry.
Chemistry
26. • About the in-person meeting:
– You should meet face to face at least once during the selection
process. If only once is possible, save that visit for the final proposal
presentation.
– If the agencies want your business and know they’ve been selected
as finalists, they’ll go out of their way to meet with you in person.
– Visiting an agency can provide insight into its culture and style. It’s a
way to verify how big or small the firm is. Sometimes one look around
an agency’s offices is enough to give you a feeling for how
experienced the staff is and whether the firm could be a fit for your
company.
– If it’s impossible to meet in person (for example, if you are in a
different country than the agencies) arrange a video meeting via
Skype.
– After these first meetings, if an agency doesn’t have the experience
or meet your requirements, or if the chemistry isn’t good, eliminate
that agency and let the firm know. Don’t make them go through the
process of developing a proposal if you know you won’t hire them!
26
28. 28
• Depending on what kind of PR you are looking for and the size of
your company, gather together a few key people who should
have some input into the agency selection:
– CEO – If he or she will be working directly with the PR firm
– Head of HR – If the PR assignment involves employee
communications
– CMO and/or Product Manager – If the assignment is product
focused PR
– Head of Marketing and/or Strategic Planning – If relevant
• If you invite too many people, it will be harder to make a decision.
However, you don’t want to leave someone out and find out after it’s too
late that (s)he doesn’t like the agency!
• Stick to the time limit that you gave to the PR agencies. It’s only fair to
give all of the agencies the same amount of time to make sure the
playing field is even.
Arrange Proposal Presentations
29. 29
Call Agencies’ References
• This is an important step! Ask the following questions, and listen
very carefully to the answers:
− When did you work with Agency X?
− How long did you work with them?
− What was the nature of the work they did for you?
− How long did it take the agency team to get up to speed on your
company’s products or services?
− How would you assess the results of their work?
− Did you have any difficulties with the agency?
− Did you get the agency team you expected?
− Did you have to deal with significant agency staff turnover?
− On a scale of 1-10, how would you rate this agency compared to
others you’ve worked with?
− Did the agency’s invoices surprise you with extra charges? Were
there legitimate reasons for additional charges?
− Why did your relationship with the agency end?
− Would you hire this agency again?
31. 31
Use a Scorecard
• To help with decision-making, develop a scorecard with all of the
important considerations on it. For example:
– Affordability
– Creativity and quality of ideas presented
– Chemistry with the agency team
– Provided all requested items in the RFP
– Experience in your industry or in meeting similar types of challenges
– References by their clients/former clients
– Any other factor that’s important to you in the agency selection
• Prior to each agency presentation, give a scorecard to the company
people present. You can assign a heavier weight to some items than
others. For example, if you want to give “chemistry” 25% more weight,
multiply that item’s scores by 1.25.
• The scorecards will help in making a decision. The decision-makers
should meet to discuss differences of opinion, and after considering
everyone’s input, make the final choice.
32. Example of an Agency Scorecard
Agency Scorecard (scores are out of 100)
Factors Agency 1 Agency 2 Agency 3
Good chemistry (weight = +25%) 50 (X 1.25 = 62.5) 75
(X 1.25 = 93.75)
90
(X 1.25 = 112.5)
Creativity (weight = +25%) 70 (X 1.25 = 87.5) 60 (X 1.25 = 75) 80 (X 1.25 = 100)
Completed RFP as requested 100 90 75
References (weight = +25%) 75 (X 1.25 = 93.75) 85 (X 1.25 = 105.25) 80 (X 1.25 = 100)
Affordable fees 85 75 70
Understands our industry 80 80 75
Team member experience 70 85 80
Total score 578.75 604 617.5
A scorecard like the one above will make it easier to make objective decisions.
32
33. Tie Up Loose Ends
33
• Don’t tell the finalist firms you didn’t choose about your decision
until there’s a signed contract with your first-choice agency. You
never know how contract negotiations will go.
– If your first-choice doesn’t work out, reconsider the other finalists. If
you don’t feel comfortable choosing any of them, go back to the
drawing board and look for more candidates.
• Once you have a signed contract, let the other finalists know your
decision. Thank them for submitting the RFP.
– They may ask what factors led to your decision. It will be helpful to
them if you tell them honestly what your reasons were, but don’t
reveal the confidences of their references.
• One reason to start your agency search several months before
you need PR help is the possibility that your initial finalists will not
make the grade. It’s better to start over than settle for an agency
you are unenthusiastic about!
34. 34
• An important note about negotiating fees with a PR agency:
− Yes, you can negotiate. But agencies are in business to make a profit.
There’s a threshold below which they will not make a profit, and if you
try to cut fees below that level, most agencies will walk away. Those few
that don’t will accept what you offer but with a great deal of resentment.
Pushing too hard for lower fees is a bad way to start a relationship.
− It’s natural to want as much as you can get for as low a price as
possible, but you’re not buying widgets. You’re paying for the creativity,
experience and know-how of people you and your company will work
closely with and rely on to help increase visibility or build a stronger
reputation/image.
Negotiate Fees – But with Caution
35. Final Steps to the Finish Line
35
• Once a decision is made, you’ll need a contract with the firm
you’ve chosen. Either the agency can provide a contract that you
can edit if necessary, or you can provide the contract and ask for the
agency’s input.
• Here are some important contract items to look at and negotiate if
necessary:
− The amount of notice each party must give the other before ending
the agreement.
− Whether or not there is a markup on expense items and what the
markup will be.
− Whether the agency will need approval on each and every expense,
or only those above a certain cost.
− How the work is defined in the contract:
• We attach the approved proposal and refer to the activities in that proposal.
• There should be some mechanism for adding extra work without requiring a
whole new contract.
36. 36
− There should be an indemnification provision in the contract that will
protect both parties.
− What the terms of payment are.
− The quantity of work covered by the agency’s fees. The contract
should specify the amount of work included in the fee, as defined by
hours spent, projects completed or scope of a project, or a
combination of the above.
− Who owns the work (materials created, for example): your company
or the agency?
− What would happen if you offered an agency employee a job at your
company? (Many agencies include a contract clause that specifies
payment of a fee similar to an employment agency fee if you hire
away an agency staff member.)
− What is the end date for the contract? Does it renew automatically or
does a new contract have to be signed?
• All contracts are for a specified period of time, such as a year from the
date the contract is signed.
• Some must be specifically renewed at the end of the contract term, which
provides a chance to renegotiate the agreement.
• Others are renewed automatically unless one party notifies the other party
in advance that it does not wish to renew the contract as it was written.
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Here’s to a successful agency-client relationship with the
PR company you select.
Remember that in every successful relationship, each side
takes some responsibility to keep things running smoothly.
The end of the agency selection process is only the
beginning of the client-agency relationship.
Good Luck!
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More Resources
Here are some good resources that may be helpful as
additional reading:
• Public Relations Society of America’s (PRSA’s) Counselors Academy: “The
Counselors Academy's Guide to Selecting a Public Relations Firm or Consultant”
• PRSA’s “Public Relations Agency or Independent Practitioner Search”
• Counsel of Public Relations Firms’ RFP Builder (also provides a tool for finding
Counsel member firms that fit your needs – the members are mostly mid-size
agencies)
• Confidentiality (Non-disclosure) agreement template
• Sample PR Contracts in a free ebook
• PR Agency/Company contract template to purchase from LexisNexis ($98,
delivered by mail)
• O’Dwyers Directory of Public Relations Firms – published annually, includes a
large searchable database of public relations firms, listed by location, by specialty
and alphabetically. There is also a ranking of agencies by revenues. Most agencies
listed are in North America, but some are multinational in scope or headquartered
outside North America
• Public Relations Boutiques International – an international network of boutique-
size independent public relations firms