Can the agency tell your story?
There are plenty of freelance writers available. Content demand has risen substantially in recent years and agencies themselves are hiring writers so as to be able to handle peaks in demand for content. So you too can hire a writer. As the media are struggling with decreasing revenues from advertisements, many excellent journalists are nowadays offering their writing skills to agencies and businesses.
You ideally need a writer who is familiar with your area of business. But as regards agencies, it basically boils down to ensuring the one you choose has a strong team of writers. Also keep in mind that in order to succeed in the age of digital storytelling, other media are important too: images, videos, maybe podcasts … It is not only about writers; however, they are still needed.
PR and marketing alignment
According to an article on the business2community.com website, marketing executives will be working with PR professionals more closely in the future. The distinction between these roles will become less clear. Awareness PR, marketing, advertising and digital agencies: all these areas influence one another and need to be aligned.
Efforts across channels should therefore be leveraged in order to achieve better cost efficiency and increase the impact of all PR and marketing activities. When hiring an agency, you must be sure it has the right knowledge and can provide you with what you need to add to your current mix.
An agency should ideally have knowledge of both marketing and PR. That applies even in cases when the agency is hired only for one of these areas. Cooperation with other providers or with the inhouse team of your company will be easier and new possibilities of cooperation across channels are likely to be revealed.
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