Six Questions To Ask Potential PR Agencies

Senior Director of PR & Operations at ChicExecs PR & Retail Strategy Firm.

Hiring a PR agency is a big deal. You’re probably going to work with this agency for at least six months, and you certainly don’t want to trust your reputation to just anybody.

You likely have a shortlist of agencies to choose from at this point. But how can you distinguish one from the other? You’ve got to ask the right questions so you partner with a PR agency that actually has your back.

Gather the right information so you can prove not only that the agency is worth its salt but also that the relationship is a good fit. Make sure you ask a prospective PR agency these six questions before signing a contract.

What’s Your Specialty?

Every PR agency has a specialty. Some agencies are more talented at digital PR, while others specialize in crisis communications. Instead of opting for an agency that offers a little bit of everything, I recommend going with an agency that does exactly what you’re looking for. This way, you know you’re working with a team of experts who will actually get results.

What Do I Get For My Budget? 

You probably have a tentative budget right now. While you might need to adjust your budget for the right agency, it’s important to understand how much you get for the money with each agency.

For example, one agency might be more expensive, but if it offers more valuable services for the money, it could be better than a cheaper agency. Understand what features and benefits you’ll get for the money so you can pick a PR agency that meets your needs. 

Who Will I Work With?

Since you’ll work with your PR team on a daily basis, it’s important to connect with your potential team before you sign a contract. This ensures you know which people will be on your account, what their roles are and how to contact them.

Make sure you have a video chat with your potential PR team. You want to make sure your work styles mesh and that your personalities are a fit. Nobody wants to work with people they dislike, so personality fit is a must.

Based On What You Know About My Company, What Approach Would You Take?

You aren’t asking the agency to create a fully-formed PR strategy here. The goal is to get a high-level view of their thought process and vision for your business. If you don’t agree with their vision, move on to the next agency on your list.

How Do You Charge?

Every PR agency is different, so make sure you understand their pricing model before you commit to an agency. Some PR agencies charge on an hourly basis, which means your costs will change from month to month. Other agencies charge a flat retainer fee every month, so you pay the same amount no matter what. 

There’s no right or wrong answer here, but it’s important to choose an agency that fits your budget. If you’re price-sensitive and don’t like the unknown that comes with hourly billing, go with an agency that offers a retainer.

Can You Show Me Your Past Work?

Any PR agency worth its salt can share case studies and testimonials with you. This should show you not only that it has a proven track record but also that it can get results for your business. Look for case studies that feature solid data and specific examples to see how an agency works.

The Bottom Line

Choosing a PR agency is a big deal, so make the most informed decision possible by interviewing several agencies. Every agency call should be a two-way street. You need to gather information by asking the right questions, but a good agency will ask plenty of questions about your business, too. At the end of the day, you need to pick a firm that ticks all of the boxes and that passes a gut check. Ask these six questions to decipher which PR agency is the best fit for you.

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Weaning from four months or six? Latest research questions current guidelines

A new scientific report recommends that babies should be weaned from four months, rather than waiting until six months. This contradicts current Government advice stating babies should not be weaned until six months.

The researchers, led by Dr Mary Fewtrell, a paediatrician from the University of London Institute of Child Health, have concluded that waiting until six months can increase the risk of allergies and iron deficiency.

The report does recommend, however, that in developing countries waiting until six months can be beneficial, due to concerns over food hygiene and nutrition.

The researchers agree that breastfeeding is the healthiest option for feeding your baby, and recommend exclusive breastfeeding until at least four months.

Dr Fewtrell suggests that after four months mums should start to wean once, and only once, their babies start showing the signs that they’re ready for solid food. As all babies are different, the report suggests that mums shouldn’t feel they have to wait until the day their baby turns six months.

The scientists raise two main concerns:

Increased risk of allergies - The report suggests that waiting until six months can increase the likelihood of a child developing certain allergies. Whereas the DoH currently advises that waiting until six months decreases the risk of developing allergies.

Low iron levels – Holding off until six months can increase the risk of your baby having low levels of iron, leading to anaemia.

We know that babies are born with six months’ supply of iron, but that after this time they need to absorb iron from their diet and breastmilk alone can not supply enough iron content.

By starting weaning at six months, the risk is that it may take some mums a while to reach the stage where they’re giving their baby iron-rich foods (most mums will start with baby rice and simple fruits and vegetables). This could mean a baby isn't getting enough iron, during important developmental growth.

In 2001, the World Health Organisation advised that babies should be exclusively breastfed for the first six months and not weaned until this point. This advice was based on a review of a large number of studies conducted worldwide.

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In 2003, this policy was adopted by the Department of Health.

The new report states that other studies suggest this is not the best advice for babies in Western countries. For example:

Dr Alan Lucas, director of the Institute of Health involved in the research, explained, "The WHO recommendation is very sensible for developing countries. "But in the UK, it's important we take a balanced look at the evidence."

The Royal College of Midwives (RCM) has criticised the report, along with the National Childbirth Trust (NCT) and the Royal College of Paediatrics and Child Health.

Janet Fyle, professional policy adviser at the RCM, stated, "I really must challenge the suggestion that the UK should reconsider its current advice on exclusive breastfeeding for six months.

"I believe that this is a retrograde step and plays into the hands of the baby-food industry which has failed to support the six-month exclusive breastfeeding policy in the UK.

The Department of Health is currently sticking to its advice to wait until six months.

"Breast milk provides all the nutrients a baby needs up to six months of age and we recommend exclusive breastfeeding for this time,” explained a DoH spokesperson.

"Mothers who wish to introduce solids before six months should always talk to health professionals first."

However, the DoH also announced that it has asked a panel of scientists to consider all the evidence, including these new findings, and a report will be produced later this year.

Only 35% of European countries, including the UK, currently advise waiting until six months. The US and majority of European countries recommend starting from four months.

For a start, trust your instincts and use your commonsense.

Once your baby is four months old, look out for the signs that he's ready (or not ready) to start solids. But wait until the signs are there - don’t be influenced by whether your friends’ babies are starting to wean or not.

And talk to your GP or health visitor, who’ll be able to reassure you as to whether it’s the right time to start and give you advice.

If your baby is ready to start earlier than six months, then you can afford to take the whole weaning process more slowly. The main thing is to make sure that at around six months your baby is getting a good source of iron from solid food.

If you have a family history of allergies, it’s a bit trickier as the experts seem to be split at the moment.

On one hand, some scientists advise that waiting until six months will reduce the risk of allergies.

This new research suggests the opposite – that it could increase the risk. Again, talk to your GP or health visitor, and watch how your baby reacts to different foods. Introduce new foods slowly and one by one, so you can identify if any foods may be causing a reaction.

On either side of the debate, no one is saying stop breastfeeding. In fact, the advice is to continue breastfeeding after you start weaning. As you slowly increase the volume of solid food, your baby will naturally cut down the amount of milk he drinks. However, you can supplement the milk he’s taking from breastfeeds by adding expressed milk into some of the meals.