How to be remembered: choosing a PR agency

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Catalogue and magazine selection at the OONA agency in Antwerp

First Things First: When to choose a PR agency

Do you actually need a PR Agency?

This may not be the first thing you think of when setting up your business, and while you’re still growing, you could potentially get away with taking care of marketing and public image on your own or with a small team. However, in order to really grow, become an important part of your community, and be appreciated by your customers, you need a communication agency.

The Advertising World Today

Advertising today cannot be done in the same way as just a few years ago: classic press relations are not as effective since fewer people read magazines, and ads that look like ads don’t work anymore because there are too many everywhere, and they end up annoying the consumers. People are overexposed to content: the media landscape is fragmented content relevance is going down.

NEWS: Read about what makes customers reluctant to click on an ad

So what works?

 Find the gray zone: have your ads not looking like ads.

“The strongest brands are those who are a part of popular culture”

Shanice Engel, lead influencer relations at OONA

Many companies stay away from the paid advertising options, and only share stories worth sharing and that might live beyond the one ad, as good ads don’t come from a monetary point of view, but need to start from a shared passion.

Even global brands want locally relevant campaigns that touch the community: long term collaborations make your story more authentic and consistency is key.

NEWS: Read the focus on Tik Tok user-generated content, and how having a story can impact a brand.

What to look for in a PR agency

They are the eyes and ears in a market, so the most important thing to look for is an agency that deserves your trust. They need to focus on the people they are trying to reach, find the believers in the brand, and create an active community.

The agency needs to know what works. You know the agency is good when they ask: “What would success look like for you?”

Important to note: the agencies are also picky about who they work with. They have expectations for your ethical values and what you can deliver to the people.

“I believe in young talent and in lasting relationships” - the founder of OONA, Birgit Hubloux

PRO TIP: what should you put in your briefing for the agency?

• The 5 W +H

• Tell them about your brand and who you want to reach

• If you don’t know these things yet, don’t worry, the role of the agencies is also to help you figure it out!

All in all, in my opinion, having an agency that knows the market, shares your story and helps you build a community around your brand is the best way to grow and find your belivers. It also takes a huge burden off your shoulders: when you don't understand why your products or services are not gaining popularity, you know they can give you an answer and most likely fix it for you.