Agency Evaluation

To select the “right” national, or even more complicated, international agency is a task which challenges also the best Public Relations professional in a company. All agencies, belonging to national and international PR associations, work professionally. But never are they as professional as a demanding client expects. The choice already starts with simple questions as: What agency is best for the job? Network or domestic, generalist or specialist, small or big. Who sees me as his most important client? Whom can I trust?

Simply said, your choice is heavily determined by the task you have at hand and your knowledge of agencies and their specifics. And the multitude of possibilities is huge. As well as the amount of wrong decisions one can make.

But that is only the beginning. The real problem lies in guiding and controlling the selected partner agency during the assignment and the evaluation of their work.

And all this starts with the right briefing. Often agency-client-relationships already run sour at this first moment. If the briefing was not clear enough what results can you expect? If the agency did not really understand the client’s expectation what can you expect other than problems. The right briefing is the most important part within a client-agency-relationship. To do this well and clear and professional is of utmost importance.

As practitioners with comprehensive agency management experience and an unbiased approach to the given task, IPRAC consultants can help to make the right decision and – if wished – accompany, supervise or advise the selected agency during the whole charter.