How your PR agency should prepare to win your next client

January means a fresh start, and many companies are seeking a new partner. You can be ready for the wooing phase year-round, though, by anticipating needs and keying on these attributes.

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Some just do Google searches or scan PR rankings sites to research prospective firms, but that’s rarely enough to narrow the field. Many others, though, conduct interviews or seek capabilities presentations as they create a short list of likely contenders.

Here’s what savvy potential clients will look for—and what PR teams should offer:

A firm grasp of the client business and industry

From the beginning of any PR partnership, a client should feel that the team has thoroughly researched its industry and brand, competition and target audience. Prospects should feel confident that competing firms know the company and the assignment inside out. In particular, decision-makers should look for partners that are steeped in industry and brand language. This “shorthand” and the insights it implies usually offer a comfort level and typically bode well for a quick start to the relationship.

Strong communication skills

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