Whether you’re a start-up, fledgling company or a larger more well-established organisation looking to change your PR agency, as with most things in business, the best way to choose an agency is to consider your specific needs and goals, and of course, your budget. But with both large and small agencies all promising to deliver, it’s important to also understand how the size of the agency can impact your experience as a client. That way, you can make sure you get the agency that’s the right fit for your organisation.
Helen Weedon
Managing Director, Radical Moves Ltd
The appeal of large agencies
A big agency often works across a range of sectors and will usually represent a large number of clients. They typically have a high number of staff on payroll, often split across offices in different regions. With more staff in-house, a large agency has access to a lot of experience, a strong network to tap into, and a broader range of resources. Together these things can enable large agencies to offer a wider range of services than smaller agencies. Large agencies also tend to have established, and often rigid processes and systems which ensure a methodical approach is taken.
With a large agency, you’re also getting a well known name representing your company, which may be viewed as being highly desirable. For some business owners, working with a big-name PR firm is also a sign of success, a status symbol if you like. It’s not unusual that as a company grows and scales, moving to a bigger agency is seen as the natural step. And for those companies looking to change their agency, a bigger firm may also be seen as a safer, less risky option than going with a smaller agency.
Of course, there are plenty of scenarios when working with a big agency is the best choice, but it’s worth remembering that bigger doesn’t necessarily mean better. In fact, small agencies can often deliver more value, stronger relationships, and better results, all for a lower fee.
Advantages of working with small agencies
Small agencies work with less clients so can offer a more personalised, hands-on service that larger firms often struggle to match. In a small agency ever client is a priority, not just the ones bringing in the biggest bucks! They work hard for their clients and are deeply invested in their client’s success. As a small business, they can operate without layers of management and unnecessary bureaucracy. As such, they’re able to take a proactive approach, be more flexible, adapt quickly to changes, and deliver fast turnaround times.
Added to that, the experienced leaders that pitch the work are usually the same ones providing the service after the deal is done. So, you have the benefit of working with highly experienced staff on an ongoing basis rather than dealing with less experienced junior staff day-to-day. This ensures continuity, accountability, and a deep understanding of your business throughout the partnership. Many small agencies are also founded by long-serving PR industry professionals who bring a wealth of experience and an impressive network of contacts to boot.
Additionally, small agencies have much lower overhead costs than large agencies, so this is reflected in their fees, which can be significantly lower than their larger counterparts. Your budget goes directly towards your strategy and execution, maximising your return on investment.
Focus on building the right relationships
When it comes down to it, choosing the right PR agency isn’t about size, it’s about how well they fit with your organisation. The agency that’ll deliver the most value is one that listens, and understands your business, and is as invested in your growth as you are.
Radical Moves is a specialist marketing and PR agency covering media and entertainment, and the space and satellite communication industries. With unrivalled expertise in these industries, we deliver cost-effective, yet high quality marketing and PR services. Get in touch to find out how we can help you meet your business goals.
