How to Find Top PR Firms According to NRPR Group Founder Nicole Rodrigues

In the world of business, you are your reputation. What customers find out about you online says a lot more than you ever could on your website or social media. That’s why so many businesses invest in public relations (PR).

PR firms handle everything from reputation management to pitching the media to scheduling your social media posts. They work with CEOs and CMOs to clarify your goals and do the legwork while you watch the press mentions roll in.

The problem is that not all PR firms are created equally. Nicole Rodrigues, founder and CEO of NRPR Group in Los Angeles, shares the five qualities that businesses should look for to select the top PR firms in their area.

1. Proven reputation

You shouldn’t work with a fly-by-night agency without any kind of online presence or track record. The PR agency should have a website, social media profiles, customer reviews, and a portfolio of their work at a minimum.

The agency should also have a stellar professional reputation. Ask other business owners which agencies they’ve worked with in the past. According to Rodrigues, word-of-mouth referrals are often the best way to find top PR agencies you can trust.

2. Hybrid approach

If a PR firm wants to succeed today, it should take a hybrid approach. Ideally, you want a PR firm that combines a traditional approach, which includes media relations and pitching, with a digital approach.

This means you should look for agencies with expertise in:

SEO
Content marketing
Influencer partnerships
Multimedia and video production
Podcasting
Social media

If you want more for your money, a hybrid agency is the way to go. For example, NRPR Group does traditional media pitching as well as video production, SEO content, and branding for its clients.

3. Niche expertise

If you serve a specific industry, it’s best to find top PR firms in your market that understand your business model and customers. For example, NRPR Group specializes as a tech PR firm, and it’s also regarded as one of the best food PR agencies in Los Angeles.

Niching down does mean some agencies might not be a fit for your business, and that’s okay. Nicole Rodrigues emphasizes that fit matters, so opt for an agency that has experience working with businesses like yours.

4. Consistent customer experience

What is it like working with this PR agency? Do they respond to emails ASAP, or do they dodge client calls? You want to work with a firm that treats its clients with respect, so go with an agency that celebrates your business.

Agencies like NRPR Group became known for treating their clients well. If you find a reputable PR agency in your area, they’re likely reputable because of their high-touch approach with clients. According to Nicole Rodrigues, “The best PR agencies really get to know you and tease out the best stories in your business to make you shine.”

5. Quantitative metrics and reporting

Can the PR agency back up its claims with quantitative metrics that prove its expertise? When evaluating a new PR agency, ask them for quantitative results from their past campaigns. Agencies like NRPR Group regularly provide clients with reports on press mentions, shares, comments, and more so businesses have an idea of how they’re performing. Quality agencies will be forthcoming with this data, so beware any agency that hesitates to share metrics with you.