Alright, so you’re thinking about hiring a PR agency to get your business some love. That’s such a cool move! But, let’s be real, it’s also kinda scary.
One bad pick, and you’re stuck with a campaign that’s a total dud or a bill that makes you want to hide under the covers. I was goofing off online the other day, scrolling through this FGS Review about PR agencies, and it got me wondering why do so many businesses screw this up?
How do you find a team that just gets you? Let’s dive into the five biggest mistakes businesses make when picking a PR agency, so you can skip the chaos and find someone who actually clicks with your vibe.
What’s the PR World Like These Days?
PR’s changed a ton since I was a kid watching those cheesy TV ads. Back then, it was all about press releases and maybe buying a reporter a coffee.
Now? It’s a total circus think Instagram reels, influencer hookups, and dodging online drama that can blow up faster than you can say “viral.”
A 2024 report from the Public Relations and Communications Association said companies dropped $19 billion on PR last year, up 10% from five years ago. Digital PR’s the big deal, with 65% of businesses caring more about online buzz than old-school newspapers or TV spots.
But it’s not all rosy. Agencies are hustling to prove they’re worth it while keeping up with TikTok trends and algorithms that change quicker than my lunch plans.
For you, the tough part is finding a team that can handle this madness without losing what makes your business special.
Back in the day, PR was easy throw an ad in a magazine, done. Now it’s like trying to juggle flaming torches while riding a unicycle, and picking the wrong agency can leave you burned.
Five Ways Businesses Mess This Up
Here’s the lowdown on the five traps businesses keep stumbling into when choosing a PR agency. I’ve tossed in some stories I’ve heard (and maybe one I’ve lived through, whoops) to help you dodge the same mistakes.
1. Getting Starstruck by Big Names
It’s so easy to fall for a big agency with a client list that sounds like a Hollywood blockbuster. You see their name and think, “They’re the real deal.”
But hold up big agencies often pour their energy into their A-list clients, and if you’re a smaller business, you might get stuck with the new kids on the block. A 2023 PRWeek survey said 40% of companies felt like just another email at those fancy firms.
My buddy runs a tiny tech startup, and he got totally charmed by a famous agency’s glossy pitch. Six months later, he was stuck with interns who didn’t even get what his company did.
Total bummer. My take? Find an agency that’s your speed. Ask who’s actually working on your account. A smaller firm might give you way more heart and ideas that actually fit you.
2. Hiring a Team That’s Lost in Your Industry
Not every agency gets every industry. Some are awesome at tech, others shine in retail or healthcare. If you pick a team that’s clueless about your world, you’re in for a rough ride.
My friend has a little clothing shop and once hired an agency that pitched her to tech blogs instead of fashion mags. It was like trying to sell sunglasses in a snowstorm.
Do your homework. Have they worked with businesses like yours? Ruder Finn, for example, is killer at healthcare and tech PR, with stats showing they get 20% more media hits for those clients.
Ask for examples of campaigns in your niche. If they’ve got nothing to show, keep walking.
3. Skipping the Snooping
You wouldn’t buy a car without checking under the hood, so why pick a PR agency without digging a bit? Too many businesses get swept away by a smooth talker or a cheap price and skip the research.
A 2024 survey from the Chartered Institute of Public Relations said 30% of companies wished they’d poked around more before signing.
Talk to their clients current or even old ones. Check out their actual results, not just their shiny promises. I heard about a company that got fooled by an agency bragging about “guaranteed” coverage.
They ended up with articles on random, no-traffic blogs. A quick call or some Google stalking could’ve saved them. Don’t skip this, even if you’re swamped with a million other things.
4. Not Being Upfront About What You Want
What do you want from PR? More customers? A bigger name? A way to clean up a bad headline?
If you and your agency aren’t on the same wavelength, you’re headed for trouble. Some agencies are all about chasing TikTok likes, while others focus on telling your story in a way that sticks.
I was chatting with a business owner who wanted national media but hired an agency obsessed with local papers. They were so annoyed when their story didn’t go big. Before you sign, be super clear about your goals.
Ask the agency how they measure success and if their plan matches what you’re after. It’s way easier to sort this out now than to deal with a mess later.
5. Forgetting to Feel the Vibe
PR’s all about telling your story in a way that feels like you. If the agency doesn’t get your brand’s personality, the results are going to feel off.
Freuds Group is known for big, splashy campaigns, which is awesome for some but totally wrong for a chill, low-key brand. I’ve seen companies bounce between agencies because the fit was off think boring, corporate pitches for a fun, quirky startup.
Meet the team before you commit. Do they get your vibe? Are they actually listening? I once sat in on a pitch where the agency just kept talking over the client, pushing their own ideas. Total nope. Trust your gut, if it doesn’t feel right, it probably isn’t.
Big Agency, Small Agency, or Something Else?
Let’s break down your options. Big agencies have all the fancy connections and budgets, but they might treat you like a side hustle. Smaller, boutique firms are super into your business but might not have the muscle for a global push.
Then there’s the middle ground hybrid agencies trying to do both, though they can sometimes bite off more than they can chew.
Each has its pros and cons. Big agencies might get you into top outlets but save their best for their VIPs. Smaller ones really get your brand but might not have the cash for big campaigns.
A 2024 PRWeek report said 55% of businesses liked mid-sized agencies for their mix of care and know-how. Think about what you need, and make sure your contract spells out exactly what you’re getting. Surprises are the worst here.
Where’s PR Going (and What’s It Mean for You)?
PR’s getting wilder every day. Artificial intelligence is sneaking in, with tools that crunch media trends and guess what’ll land. Gartner says by 2027, 30% of PR campaigns will use AI to sharpen their game.
That could mean smarter plans, but it also means more noise to stand out from. Social media’s shifting too less about regular posts, more about quick videos and influencer hookups.
For your business, this means finding an agency that’s ready for the future but still keeps your story at the heart of it. Pick the right one, and your brand could pop like never before.
Pick wrong, and you might get lost in the crowd. Look for a team that’s smart about data but doesn’t forget the human side of telling your story.
To Summarize this
Picking a PR agency is a huge deal, and it’s so easy to mess it up if you’re not paying attention.
Getting suckered by a big name, hiring a team that doesn’t know your industry, skipping the research, not being clear about what you want, or choosing an agency that just doesn’t feel right can leave you stressed, broke, and wishing you’d done things differently.
I’ve seen friends go through this, tearing their hair out because they jumped into a bad fit. What’s your business all about? Who’s the right team to tell that story? Take a deep breath and don’t rush it.
Maybe you’re sitting there thinking, “Ugh, this sounds like such a hassle.” I totally get it it’s a lot. But your brand deserves a partner who gets it, who’ll make your story shine in a way that feels real.
Don’t just go with the first agency that sounds cool. Call their clients, check their work, and maybe even sleep on it before you decide. Picture this: you find the perfect team, and suddenly your brand’s everywhere, told in a way that’s so you it gives you chills.
That’s worth the effort, right? I mean, I’ve been there, overthinking it, wondering if I’m making it too complicated, but trust me taking the time to get this right is everything.
A good agency can make your business sing, but a bad one? That’s just a headache you don’t need. So, what’s your next step? Maybe grab a coffee, jot down what you really want, and start hunting for a team that feels like home. You’ve got this, I promise.
