News
January 13, 2023
Maintaining a positive reputation is just as important as building your brand’s reputation. But how can you manage and monitor what other people think of your business?
That’s where public relations (PR) firms come in.
In this article, we define public relations, list some services that top PR agencies offer and what to look for before hiring one, and finally, introduce you to the best PR firm in Canada.
What Is Public Relations?
Public relations is the process of helping a brand maintain a positive image in the eyes of the public. A public relations firm collaborates with clients to preserve a strong reputation and diffuse any negative press in the event of a crisis. A large part of public relations involves business reputation management, however, classifying PR agencies as simply reputation management companies is too narrow.
At its core, PR is about shaping and framing the public’s perception of an organization while promoting it on and offline. Some objectives of a PR campaign include:
- Building brand awareness
- Establishing brand authority
- Developing thought leadership
- Shaping perception
- Increasing conversions
- Improved visibility
- Higher engagement
When executed successfully, a PR campaign can transform a brand into a powerhouse and help it overcome any obstacle that stands in the way. Top PR agencies help new and established brands get the media attention they need to grow.
What Services Do Top PR Agencies Offer?
It’s nearly impossible to boil down the services of PR communication agencies. This list is certainly not exhaustive, but it gives you a snapshot of what public relations agencies in Toronto and other parts of the world offer.
- Consumer media relations.
Public relations firms work closely with clients to turn consumers into advocates by facilitating profitable engagement through notable, trusted media outlets.
- Corporate media relations.
Corporate media relations is what an organization communicates to customers, employees, shareholders, the public, and other interested audiences.
- Influencer relations.
Public relations companies in Canada and abroad offer influencer relations services where they activate trusted voices on behalf of brands to earn attention and build authentic relationships that ultimately drive impact and action.
- Integrated media.
Boutique PR agencies in Toronto and other cities will work collaboratively with local news outlets to co-create content and stories that support clients as they navigate their media needs through paid amplification and placement.
- Event production.
Event production is the technical and creative execution of an event using sound, lighting, video, design, etc., to control the atmosphere, mood, and emotion of guests in an effort to leave a lasting impression.
- Experiential marketing.
In short, experiential marketing is a strategy that promotes consumer engagement and brand awareness through interactive, branded experiences.
- Crisis & business reputation management.
PR agencies address urgent, emerging, and potential issues and crises, both in real-time and pre-emptively, through comprehensive risk and reputation management services, crisis planning and training, and rapid response.
Now that you know some of the services public relations firms offer, let’s discuss what to look for in the best PR firms in Canada (and other locations around the world).
What to Look For in The Best PR Firms in Canada
If you're in the market for a PR firm, here are some things to consider.
1. Industry knowledge and expertise
Some PR agencies specialize in certain industries like entertainment, while others cast a wider net, being well-versed in more than one vertical. Whether you choose a local PR firm in Toronto or a large-scale agency in New York, look for one that’s familiar with your industry. When a public relations firm knows the ins and outs of your niche, it will better understand how to amplify your brand and have more relevant connections.
2. Great track record
The client roster and case studies may be the most important consideration when it comes to deciding between top PR agencies. Based on the services you’re most interested in, ask for samples of past work and testimonials. An honest PR agency should also be able and willing to provide references you can contact.
3. Location
Location may not always matter, but if your business is in Toronto, a PR agency like Pomp & Circumstance could be the best fit. A public relations Toronto-based firm will have a well-connected network of news outlets, influencers, and other key players to ensure you have a targeted campaign. That doesn’t mean boutique PR agencies in Toronto can’t elevate your brand worldwide. It just means they have a unique competitive advantage when it comes to local publicity.
A great PR agency is worth its weight in gold, so do your homework when it comes time to bring one on board. We’ll leave you with this: Never settle for anything less than What Is Grand.
Pomp & Circumstance: The Best Toronto PR Agency
At Pomp & Circumstance (P&C), we help brands tell their story in a unique way that reaches an audience that’s listening. In all that we do, we aim to pursue #WHATISGRAND. Our vision was to build a grand PR firm in Toronto; a big thinking, anything is possible, dare us to do it, dream big agency. What Is Grand isn’t just our favorite hashtag, it’s a promise.
We challenge ourselves daily to live up to this mantra by coming up with grand ideas that differentiate our clients from the competition. If you want your brand to stand out from the crowd and be grand, contact us.
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