There are no hard and fast formulas for what fast-track companies should be looking for from a PR consultancy, but here are five suggestions that we feel are crucial:
- Get PRs involved at board level. Not in the meetings, but having constant discussions with key board members so the PR team understands how the business is developing and how best to tell its stories
- Focus on the major news: wire noise can be important to show progress, but don’t get carried away with it. You want the jewels to shine
- Get good media training: if it looks more and more obvious what your end game for the business is, you’ll be asked questions about that. Be prepared
- Look for real expertise: your PR team needs deep experience of working with clients, sectors, media and scenarios that enable them to bring valuable skills to what you’re doing
- Have perspective. It may be your business and your passion, but media need to be treated with respect and understanding if you’re to get the right results through what they write and say about you
