What are clients looking for in PR consultants/consultancy?
By Kim Larochelle

Any business that wants to communicate with its various stakeholders and stand out in the corporate jungle should consider using the services of a public relations consultancy.

Consultancies vary in size and capability and choosing the right one is the first and most important step. We have asked some of our clients what requirements they believe make a better consultancy.

What requirements do you look for in PR consultants/consultancy?

Mark Fowler, Marketing Manager of Retail & Commercial Development at Sydney Airport
Honesty is an important criterion when selecting a consultancy and in this case, Dennis Rutzou was persistent in his approach and in showing me how public relations could improve the business’ communications.

The substantial list of past and current clients as well as depth of knowledge and experience in an airport environment were factors that made me choose Dennis Rutzou Public Relations.

Andrew Pearce CEO of New Water
New Water looked for exposure to the water industry or related industry and experience with small fast growing companies.

We also considered two areas – cost and relationship management. We went with the agency that we felt gave us the best value for money being the best combination of these two areas.

Gareth Jennings, National Marketing Manager of Rheem
We chose DRPR because we wanted a connected and experienced agency that wasn't so large that we would get lost amongst the other clients. At the same time, we were also looking for an agency that had enough ‘horsepower’ if the need arose.

Lara Barclay, Executive Director of the Buy Recycled Business Alliance (BRBA)
The PR consultancy we choose needs to have a good reputation, direct relevant experience and the ability to listen and respond in a way that adds value to our objectives.

Another important criterion is for the consultancy to have good reach, i.e. a company that can provide a national approach - the BRBA has previously worked with state-based agencies that had good local contacts but limited understanding and connections in other states.

Being a not for profit organisation, it is also important that the consultancy offers realistic but flexible pricing.

Finally, a deciding factor is to have a general feel of comfort in the working relationship, i.e. I have to get along with the company representatives that will be undertaking the work.

What do you appreciate most about the current business relationship?

Mark Fowler, Marketing Manager of Retail & Commercial Development at Sydney Airport
The team is down to earth and easy to work with - they became part of our team in a short period of time.

Andrew Pearce, CEO of New Water
What I appreciate most at DRPR is the staff’s quick turnaround of ideas and effectiveness of the actual PR activity, i.e. we get good national media exposure.

Gareth Jennings, National Marketing Manager of Rheem
In some ways, we are buying the experience of DRPR in an area where we would otherwise have no background and understanding - how the media works, how the PR process works, who we can call in regards to particular issues, advice on issues management and so on.

Lara Barclay, Executive Director of the Buy Recycled Business Alliance (BRBA)
What I appreciate most about the current business relationship with my PR consultants is their honesty, support, dedication to learn more about the subject matter and appreciation of a very limited budget.