Working with a PR agency or freelance consultant can help project your business into the spotlight by managing positive conversations surrounding your brand and ensuring coverage in key publications that are read by your target audience. PR agencies can also provide event support and step in during times of crisis, steering the conversation to the benefit of your brand. But, with so many partners to choose from, how do you ensure you are working with the right one that will deliver a return on investment?

I’ve been working in the foodservice PR arena for more than two decades, providing forward-thinking B2B campaigns that deliver measurable results and positive brand coverage. Here are five questions you should be asking your foodservice PR agency.

1. What is your speciality? 

This is a really important question because to get the best results, it’s best to work with a PR partner that truly understands your industry. Many larger PR agencies will work across several industries, meaning they may not have the level of industry expertise that an industry-specific agency can offer. The more specialised the agency, the more likely you are to get the results your desire. I’ve been managing PR campaigns for the foodservice industry for many years, meaning I have an intimate understanding of the industry.  

2. What relationship do you have with key editors? 

Well nurtured relationships with industry-specific journalists and editors can make all the difference. A PR partner with good relationships with key journalists and editors will have an better understanding of the types of stories and angles that they desire and will therefore be able to pitch successfully. Additionally, journalists and editors will often approach PR agencies that they have an established relationship with for interviews with key industry experts or additional information to support stories that they are working on. This is a great opportunity to gain positive coverage. Ultimately, working with a PR agency that have strong relationships with the right editors and journalists means more coverage for your brand.

3. How do you measure success? 

You want to make sure you work with a PR agency that is truly interested in your business and understands what success looks like to you. Before every PR campaign, your PR partner should lay out clear objectives and goals and then take time to appraise work at key markers during the campaign. It’s important to remember that what success looks like will depend on the original campaign goals and objectives. For some clients, success might be measured by the number of publications they can gain coverage in, while for other clients, success might be getting coverage in just one or a hyper-targeted selection of publications.

4. How can you ensure we get the coverage we need? 

Getting great coverage takes more than just sending out a press release; it takes creative planning, good news sense and an innate understanding of the content that your audience craves. An experienced PR agency will be able to maximise a story’s potential through an established network of journalists and editors, ensuring a PR is sent out at the right time, to the right publications, and then by following up when necessary.

Attending relevant trade shows or sponsoring key events are also ways to boost awareness with an engaged audience and gain additional positive PR opportunities. Of course, social media, when managed correctly, can further amplify a brand’s coverage. With a proven foodservice PR track record, I can help ensure your brand maintains constant coverage.

5. Who will be working on my account?

When you approach large PR agencies, it’s not uncommon to meet only the most senior members of the team, often the account directors, head of client services, or in some instances, the CEO. However, don’t take it for granted that these will be the people who will manage your account daily. Often, it will be more junior staff members, and they may not have the experience you were expecting.

Before signing any PR contract, make sure you ask who will be managing your account on a daily basis and what their experience is. The benefit of working with a freelance partner such as Proactive is you can rest assured that your account is managed by an industry veteran with decades of expertise in the foodservice industry.

Working with the right team will not only mean a better return on investment but will also result in a more positive experience. If you are seeking tailor-made foodservice PR solutions, then get in touch today.