The Media Doesn’t Lie

By Chelsea Irwin

I recently spent an excessive amount of time compiling an RFP for a new business prospect. After hours of research, writing case studies, and compiling media lists, I starting asking myself, “What really matters when selecting a PR firm?”

As is the case with almost anything in life, I determined that references should be the deciding factor.

The reality is, your PR firm is a direct reflection of your company. As PR professionals, we spend the majority of our time talking to the media about your company. Before you give someone the freedom to speak to reporters, customers, and partners on your company’s behalf, you should look at their reputation in the industry.

In the spirit of avoiding transparent pitches and PR lingo, media references will provide candid feedback about the PR firms and PR people. If you think reporters don’t have opinions on this subject … think again... and again… and again. 

Here’s the kicker… the media is likely your best resource when you want to compare multiple PR firms against each other. If I were the client looking at multiple PR firms, I would simply call my tier-1 industry editors and ask one simple question: rank the following PR firms in order of quality. There’s your answer. And if a specific reporter has never heard of the firm … I think that speaks for itself.