Utilizing the services of a public relations agency can help an insurance agent create, build, and protect their good name. Because a business’ reputation and image are vital to its survival and success, the selection of that agency can be one of the most important decisions a producer can make.
To start, you must first determine what you want to achieve by identifying and prioritizing your business goals. These goals will then become the basis for determining your public relations goals.
To identify the right PR firm for you, talk with peers, friends, business acquaintances or fellow members of civic organizations to find out if they retain public relations counsel. If so, which ones? Are they happy with their performance? Would they recommend them?
You may also check with the Public Relations Society of America (PRSA). Local chapters have directories of firms in their areas. Look for an agency that adheres to the PRSA’s code of ethics and that has a strong commitment to the professionalism of its industry.
After identifying the public relations firm for your initial screening, contact a principal at the firm by telephone or letter. Describe your business and public relations needs as you see them. Ask if they would be interested in speaking with you. If so, check to make sure that they do not already represent a client with your same objectives, which might cause a conflict of interest. Have a realistic budget in mind and be prepared to share that with your prospective agency. You’ll also want to find out:
• The firm’s general background and any experience in your organization’s area
• Its range of services
• The depth of professional qualifications, such as accredited staff members, organizational memberships (PRSA, International Association of Business Communicators, Society of Professional Journalists, National Academy of Television Arts & Sciences) and others
Then, if you remain interested, visit the agency to meet your prospective account team. See where your account team works and take notice of the agency’s atmosphere and environment.
Throughout the interview process, remember it is inappropriate to ask firms to undertake speculative work. However, you may ask for an outline of the scope of work the agency expects to provide. This should be flexible and something that both you and the agency agree on.
Once you’ve agreed to contract with an agency, the next step is to discuss fee arrangements and the initial length of the contract. The firm will then send you a signed letter of agreement outlining these terms.
If your organization wants its public relations firm to succeed, you must supply more than monetary support. You must approach the relationship as a partnership. Be prepared to help them help you — they cannot be expected to operate in a vacuum.
A successful relationship between an agent and a public relations firm is based on these fundamentals: the best match of capabilities to needs, total agreement on objectives, constant accessibility, full information sharing, continuous interaction, regular program and progress reviews, and a clear understanding of contract responsibilities. Underlying all is mutual trust and respect. Assemble these components, and together you can build a strong, rewarding, and lasting business relationship.
Scott Hanson is president of HMA Public Relations. He can be reached at 602-957-8881.