How to Choose the Right Sized PR Agency
Once you’ve landed on the decision to hire a PR agency, the next decision you’ll need to make is what kind of agency you want to work with. A good starting point in answering this question is to figure out what size agency best suits your needs.
Agencies are typically grouped into size buckets which scale from boutique to medium to large, and which type of agency you’ll want to hire depends on what your team values most. While some businesses may prefer the recognition that comes with larger agency names, the advantages of working with smaller, more independent agencies like boutique agencies can deliver benefits that the bigger guys can’t based on their size alone--and can be the perfect way to build a thoughtful long term partner who can grow with you.
A Personal Touch
You’ll likely communicate directly with everyone who is working on your behalf when you hire a boutique agency to manage your brand’s PR. At larger agencies, you’ll often only meet “client-facing” team members, i.e. those who lead your account but aren’t necessarily carrying out most of the on the ground work. Boutique agencies are comprised of smaller teams and thus everyone who is assigned to a client account is required to be hands-on, which includes building interpersonal relationships with the client to gain a first-hand understanding of their vision and goals for their brand. These relationships and the direct knowledge gained often translate to more personal, passionate pitches and better media partnerships on your behalf. With no one hidden behind the scenes, boutique agencies can offer a direct line of communication with all those who will have an impact on your brand’s success.
Nimble Working Style
With less red tape in the way, boutique agencies have the ability to be quick to act and carry out whatever steps are needed to get you results. Large agencies often have extensive processes in place – and rightfully so, as these are necessary to effectively manage their large teams – that create the unintended consequence of delaying workflows. Less bureaucracy means boutique agencies can spend more time focusing on building your brand’s reputation and recognition.
National Reach, with Local Boots on the Ground
The reach of a boutique agency isn’t limited by its size. Boutique agencies frequently execute national PR campaigns, and in addition, can offer more personalized support when working with local media. The James Collective has offices in two of the biggest media hubs in the US – New York and the San Francisco Bay Area – and works with clients based in many of the states in between. With so many reporters and media outlets being based near our offices, we pride ourselves on having strong relationships with journalists that have developed as a result of meeting and working with many of them in person. Our location and size give us the ability to offer all of our clients customized boots-on-the-ground support, no matter where they are based.
Wondering if a boutique agency is a good fit for your brand? Reach out at hello@thejamescollective.com to tell us about you and learn more about how we can help.