If you’re hiring a PR agency for your beauty or fashion brand, you’ve likely come across an array of firms. While there are many (many!) wonderful PR agencies out there, there are sadly always a few bad apples.
As the founder of a beauty and fashion PR agency VLIV Communications, I speak with prospective clients often. They’ll share experiences of working with or interviewing with other PR agencies. Sometimes, what they reveal can be cause for alarm.
What are some red flags that brands should be on the lookout for when hiring a PR agency?
Hiring A Fashion or Beauty PR Agency: Red Flags to Look Out For
🚩 Promises coverage/makes guarantees.
Any PR agency that says they will guarantee coverage is either highly inexperienced or flat-out lying. Any good agency will go above and beyond to secure results for clients! But ultimately, we don’t control what the media does.
🚩 When hiring a beauty PR agency, they’re TOO affordable
While I respect that many emerging companies can’t afford the mid-four to five figure monthly retainer, don’t go too low. If an agency is charging far lower than what you’ve seen, you should question it. The only caveat? If you work on the understanding they are a freelancer or new to the industry. In most cases, it can speak to experience and skill level.
🚩 Won’t share general approach.
A PR agency is not going to give away an entire strategy on a discovery call (or a proposal – you gotta pay for that stuff!).
That said, they should at least be able to provide a general framework. This includes how they operate and broad actions they’d take on your brand. If they don’t, they might be lacking the experience in your industry.
🚩 The PR agency doesn’t ask questions on the discovery call
A curious PR agency is a good PR agency. If the agency answers your questions but doesn’t have any of their own? That can be a red flag that they’re unclear what to ask to make your campaign as successful as possible.
🚩 They don’t challenge your expectations
Many brands come to us with high expectations because they’re excited about their product and brand – this is normal!
But a good PR firm is going to manage your expectations and let you know what is possible in the current media landscape. We are just as excited about your brand as you are, but sadly even the coolest company is not going to land a huge NYT story in one month. That doesn’t mean amazing coverage isn’t possible – but it has to be realistic.
