Whether you represent a small sport federation or are running a major international sporting event, it is essential to choose the right sports PR agency to represent you. As a client, you need to feel certain that their strategy for promoting you will be compatible with your organisation’s goals. Otherwise you might run into serious problems along the way.
If you want to select a sports public relations agency that will do a fantastic job at promoting you there are several factors you need to consider:
Expertise and Experience – To ensure a successful PR campaign, you need a PR agency that knows the job inside and out, so the more experienced and well-established they are the better. As such, your safest bet would be to choose a London sports agency with several years of trading behind them. If your budget is modest, you could consider hiring a newly established agency but this might turn out to be a bit of a gamble. Can you afford to take the chance?
Reputation - Ideally you want to hire a PR agency that has a proven track record of success, so do your research to find out who the leading sports public relations agencies are and what clients they deal with. When you have prepared a short list of PR agencies that might be suitable for your organisation, ask each one for contact details of other clients they have worked for. Make sure you speak to these former clients to find out about their experiences in dealing with that agency before you decide.
Connections - Your PR agency has to be able to raise your profile within the sports community as well as the general public, so ask them how well connected they are in your particular sector. It goes without saying that any reputable sport PR agency would have good press contacts but knowing the most influential people in the sporting world will help enormously if you expect to get results in a short time.
Specialisation – Few people really understand how complex the sports sector really is. PR agencies are all different and each will have its own strengths and weaknesses. Many sport PR firms are generalists while others focus on a few sports and events connected with them, so they are likely to be better connected and have in-depth knowledge of the sports they promote. To achieve success in your PR goals, you need to choose a PR agency that is familiar with your particular sport and understands the mind set as they will have a better idea of the best way to promote your organisation.