How to ensure ethical business practices in your PR firm

In honor of Ethics Month in the public relations industry, which is celebrated each yr in September, it is an opportune time to look not only at the ethical standards that your PR firm implements on your behalf before the public, but also the ethics and values ​​that your the company applies its individual business contacts with you.

The American Public Relations Society (PRSA) has several best practice resources – including the Ethics and Professional Values ​​Council, the Statement of Professional Values ​​and the Code of Ethics – all of which set out the principles of conduct and expected standards for public relations professionals in areas resembling advocacy, loyalty, integrity and conflict of interest.

But what about your side of the equation? What should business owners know about the PR specialist or firm they select to represent them?

Here are some elements to consider and questions to consider when deciding who to partner with, so that you simply are aware of their core principles and informed enough about their approaches and methodologies to feel confident in your relationship.

Company verification

The first thing I might advise when you are considering about hiring a public relations firm is to research them. Research lays the foundation for ensuring a good match between you and the company that represents you, so start by calling up a list of corporations that meet your preferences (location, size, service offering, areas of specialization) and then see how they represent yourself on their website.

Can you get a sense of a company’s “personality” based on online content? Are you looking for a one-man show or a larger team on your side (each have benefits)? Are their online messages clear (if not, how will they make your messages clear)? Consider the aesthetics of how they market themselves – if you are attracted to the “look” and “feel” of their website, there’s a good probability you will like what they produce for you!

Check out the LinkedIn pages and online biographies of company team members. If your primary focus is social media management, narrow down your list to corporations that specialize in it; if you are looking for press coverage, discover corporations with a strong presence in media relations – the same goes for any other arm of PR: marketing strategy, crisis communications, branding, etc. Accessing a company’s client list is a shortcut to determining whether or not they know your specific market.

Finally, when conducting background checks on suitable candidates, gather all the reviews you’ll be able to. Nothing speaks louder than customer testimonials, so seriously consider what is said about a company’s performance, not only on its own web sites (which can only feature positive reviews), but on platforms resembling Glass door.

Is the PR company accredited?

Before I go further on this point, let me make clear this accreditation via PRSA is not at all mandatory, let alone essential. However, if you know that your PR rep is accredited, that is just icing on the cake, because accreditation translates into bonuses resembling certification levels above the norm and proof of the company’s leadership, responsibility and ambition. An accredited skilled might be identified by the “APR” accreditation after his or her name.

Conduct an interview

Scheduling a phone or video call with a potential PR firm is a wonderful means to gather information about elements of professionalism resembling punctuality, readiness and presentation. Some people prefer warm, personal interactions, and others want a easy, business-style shooter, so meeting someone face-to-face should make a solid impression.

Be prepared with a list of questions you’ll be able to ask, resembling pricing, contractual requirements, and links to existing customer “success stories.” Transparency in all processes and procedures is a core principle for me, so when corporations don’t readily disclose things like compensation structure or expected turnaround time, it will possibly raise concerns about what they don’t seem to be already disclosing about their practices.

Does the company have a comprehensive onboarding system?

This is something I had to learn the hard way, increasing my professionalism and responsibility in my first childhood my very own company. It is extremely vital that you simply are formally introduced to the company – its resources, means and methods of operation, delivery methods and results (each its and yours), schedule framework and contract parameters.

Your expectations from the company you hire can only be met if they clearly understand your needs and desires and can explain why they are prepared to meet them. If the company develops a comprehensive initial orientation to communicate exactly how and how often you’ll collaborate to achieve your promoting goals, it is a good sign that they have an established plan that can professionally and ethically guide you thru the entire PR process.

List of do’s and don’ts to look for

There is much more to consider when it comes to the guiding principles and values ​​of a public relations firm, but here are some other standards that high-caliber, highly expert PR professionals are expected to uphold:

• Create campaigns based on positive messages that build customers without humiliating the competition.
• Don’t put your company’s goals and growth ahead of your client’s goals; A PR company only shines when its clients are successful and satisfied.
• Maintain integrity at every step; If you screw up, admit it. You will only build trust and relationship with your client if you permit yourself to be authentic.
• Don’t be subjective in your advice; objectivity is key. If you get too emotionally attached to a client, you shall be tempted to tell them what they need to hear, not what they need to hear.
• Protect your customers’ privacy at all costs. Maintain their confidentiality, confidence and trade secrets. Your entire repute depends on it.
• Don’t be fooled by sensationalism, shock power or the short-term satisfaction of mudslinging. Everything a PR specialist undertakes should raise the standard of his occupation, not lower its status.

Public relations has change into a universal industry that nearly every company, sector and market needs. So if you would like a company by your side – and probabilities are you finally will – prepare and protect yourself by making the best option when deciding who to trust. PR works each ways: if you hire a company that has proven to excel at growth, you’ll be able to bet they may take your marketing and branding efforts up and up!