Does (agency) size matter?
It’s a common misconception in PR: The bigger the agency, the bigger the results.
However, this isn't always the case. Sometimes larger teams can lead to a less personalized experience for the client, with information and priorities getting lost in translation.
While size is a factor, it definitely isn't everything — and it shouldn’t be a dealbreaker if you’re looking for a reputable, effective PR agency. In fact, being small could be one of the agency’s biggest advantages.
What to look for in a PR agency.
When searching for a PR agency, you should consider their track record and industry specialization over the staff size of the agency.
Take some time to research the agencies you’re considering to see what results they’ve produced for their clients. Ask them for samples of their work, awards they’ve won, and any other hard data they could provide to help you judge their track record.
It’s also important to look at which industries they work with and specialize in. An agency with boundless success and accolades is incredibly appealing to work with, but they may not be a natural fit. Look for a PR agency that specializes in your industry for a more tailored and appropriate approach. Professionals who understand your business and have strong media relationships in your field will provide a more seamless experience.
Benefits of working with a smaller agency.
Working with a large agency may afford your brand unique resources and expertise. However, this is not guaranteed.
While large agencies do have their advantages, they aren't for every company. Here are some benefits of working with smaller agencies:
More efficient
Smaller agencies have less staff, which eliminates the internal bureaucracy that slows down workflows and approvals in a large organization. Because a nimble, small team is generally more efficient, your PR budget can stretch further and give you the most bang for your buck.
Innovative
A smaller PR agency is typically more creative and thinks out-of-the-box more often than their larger peers. They tend to have a more collaborative process that allows them to make quick decisions, take risks, and use new technology and platforms to create innovative campaigns.
Personalized approach
Larger PR agencies tend to have any number of their junior staff members working on your project at a given time. While you may meet and work with a singular executive or account director, your campaign will have been worked on by many employees. By working with a smaller agency, you’ll work more intimately with seasoned professionals and often the owner directly. You'll develop a personal relationship with the agency and build up a rapport that allows you to ask questions and creates trust.