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.
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