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PR Agencies: What Makes Schwartzman & Associates Different

In a sea of public relations agencies, finding one that has the intellectual capacity, skills, and commitment to build visibility and credibility for your brand can be a game-changer for your bottom line.

Schwartzman & Associates, led by the renowned best-selling author and marketing keynote speaker Eric Schwartzman, is a Los Angeles and New York-based boutique public relations firm at the intersection of public relations and SEO.

Let's explore what sets Schwartzman & Associates above the rest in the crowded public relations agency space.

Senior Public Relations Agency Leadership

At the helm of Schwartzman & Associates is Eric Schwartzman, a communications agency leader with a wealth of experience in public relations for brand marketers, B2B marketers, and government public affairs leaders. With his leadership, his public relations agency offers a wide range of services, including media relations, public affairs, brand journalism, e-commerce marketing, content marketing, and SEO consulting services.

Global Public Relations Agency Experience

Schwartzman & Associates isn't confined to Los Angeles; it boasts national and international experience. This global perspective equips the agency to understand and navigate diverse markets, making it an ideal choice for businesses with global citizenship ambitions.

Diverse Public Relations Agency Experience

With over 20 years of practical experience, Schwartzman & Associates has successfully promoted client initiatives in variety of sectors, including DTC eCommerce (luxury, fashion, skincare), B2B lead generation (SaaS, infrastructure, medical), technology, media, entertainment, banking, fintech, defense, and government agencies. This breadth of government, consumer, and B2B public relations industry exposure showcases the agency's versatility.

Comprehensive Public Relations Agency Services

Whether you're looking for help with digital marketing, brand marketing, or services marketing campaigns, Schwartzman & Associates has you covered. Their holistic approach ensures that your diverse marketing needs are met effectively.

Public Relations Firm Visionary

Eric Schwartzman's vision for his Los Angeles digital marketing agency is clear: to help clients secure senior-level counsel to grow their online revenue.

By utilizing digital marketing campaigns that encompass creativity for exceptional content marketing, digital PR, social media marketing, social media ambassador programs for employees, and online advertising, the agency positions itself as a catalyst for online success.

Deep PR & SEO Expertise

It's tough to find seasoned PR and SEO under one roof. Winning a top 3 ranking in Google's organic search results is a coveted achievement.

Schwartzman & Associates brings expert digital marketing consultants to the table, offering extensive experience in analyzing websites and competitors to accelerate your SEO results. Their data-driven approach to public relations ensures that your online presence thrives.

Thought Leadership PR Firm

Eric Schwartzman isn't just a digital marketing consultant; he's also a best-selling author, executive trainer, and digital marketing coach.

If you need thought leadership-level content, we have the imagination and intellect to shape op-ed, white papers, speeches, and media messaging points that are memorable, emotional, and actionable.

His Digital Pivot strategy consulting framework is deployed by clients worldwide, and his media evaluation methodology has guided media audits for major organizations, including Johnson & Johnson, Toyota, and the United States Marine Corps.

PR Training Resources

Beyond their client work, Schwartzman & Associates has a commitment to education.

Eric Schwartzman's social media training courses and video tutorials have helped over half a million individuals learn digital marketing, search engine optimization, email marketing, affiliate marketing, and more.

This dedication to knowledge-sharing – which organizations like Nike and Dunhill are also committed to – underscores their commitment to the industry.

Diverse PR Agency Services Portfolio

Schwartzman & Associates offers a wide range of services, including editorial services, in-house technical SEO consulting expertise, e-commerce marketing, conversion rate optimization, public relations services, social media marketing, and much more.

This comprehensive suite of offerings ensures that clients have access to the intellectual capital required to cut through the noise and establish a profitable online presence. 

Here's a partial list of clients our agency has had the honor of serving over the years:

• Entertainment: Lucasfilm, Britney Spears, CF Entertainment, Cirque du Soleil, EntertainmentStudios.com, Pussycat Dolls, Jennifer Lopez, Los Angeles Opera, Star Wars Celebration, Wizards of the Coast, the Olympics
• Technology: AOL, Arrow Electronics, Linear Technologies, Microsoft, Gracenote (CDDB), 3Tera, Arrow Electronics, Ecast, Rearden Mova, Syncata (system integrators)
• B2B: Associated Production Music (APM), McDonald Selznick Associates (Talent Agency), 
• Ecommerce: American Hatmakers, Bella Sara, Contractors Wholesale Supply, Domaine Ste Michelle (UST), Future 5 Elements Skincare, Halleck Vineyard, Punch Audio, Target, Toyota
• Non-Profit: AARP, American Coffee Growers, Environmental Defense Fund, Kellogg Foundation, National Associations of Government Communicators, Public Relations Society of America
• Government: Foreign Service Institute, US Bureau of Oceans & Environment, US Dept. of Defense, US Dept. of State, US Embassies (various), United States Marine Corps, US Pacific Command, NORAD, New Zealand Trade & Enterprise, Singapore Ministry of Health
• Business / Finance: Boeing, Bombardier, City National Bank, Inter American Development Bank, Johnson & Johnson, JP Morgan Chase, Korn Ferry, Southern California Edison
• Education: Aristotle University (Athens, Greece), American University (Rome, Italy), Brigham Young University, UCLA, Udemy
• Travel: Hard Rock Hotel & Casino, MGM Resorts, Marriott, Renaissance Cruise Lines

Choosing a Public Relations Agency: Industry Experience vs. Conflict of Interest

When you're hiring a public relations agency, it's natural to gravitate towards firms with experience in your trade. But while industry knowledge is beneficial, it's important to understand the potential conflict of interest that may arise if a public relations agency has to many clients in the same sector.

PR Industry Experience: A Double-Edged Sword

A PR firm with a deep understanding of your industry brings valuable insights and established media relationships that can amplify your PR efforts. They're familiar with the landscape, key influencers, and what makes news in your field, which can expedite campaign launches and increase their effectiveness. But there's a potential problem.

Conflict of Interest

When a public relations agency serves multiple clients in the same industry non-exclusively, it faces situations where it needs to decide which client to recommend to journalists for specific stories or media opportunities.

This scenario creates a conflict of interest, as the PR agency must balance the needs and priorities of competing clients, potentially at the expense of others.

Our Approach to Managing Conflicts of Interest

At our agency, we're transparent about our client roster and how we manage potential conflicts of interest.

At Schwartzman & Associates, we pride ourselves on our track record of successful PR campaigns across various industries. Here are highlights from some of our most impactful projects:

Rearden LLC's Mova Contour Launch Case Study

We catapulted Mova Contour, a groundbreaking technology for digital character animation, into the spotlight. Garnering features in top-tier publications like the New York Times and Wall Street Journal, we showcased how Mova Contour's precision captures actors' performances in 3D, revolutionizing the creation of characters like Gollum and King Kong. This campaign highlighted our ability to navigate the intersection of technology and entertainment, dramatically reducing production costs and timelines while enhancing creative control.

AARP's Social Media Advocacy Case Study

In a digital public affairs advocacy campaign, we leveraged the power of social media to engage AARP's membership in the healthcare reform debate. By tapping into the fastest-growing segment on Facebook, senior citizens, we mobilized community engagement and drove significant action. Our strategic use of social media for geographical and demographic targeting exemplifies our expertise in harnessing new media to shape public policy and drive change.

USMC Weapons Briefing Videos Case Study

Demonstrating our skill in owned media, we produced an online training video for the US Marine Corps, offering a glimpse into the rigorous training recruits undergo. This project was part of the Educator’s Workshop program, which aimed to inform high school counselors about the Marine Corps and serve as an influencer marketing initiative. Our work supports the Marine Corps recruitment efforts by providing authentic, engaging content that alleviates fears and sparks interest among potential recruits.

Talent Agency SEO and Content Strategy

 For a Los Angeles-based talent agency, we developed a comprehensive SEO and content marketing strategy that positioned them as the go-to source for choreography talent. By optimizing their website and launching the "Who Choreographed" blog, we ensured talent buyers could easily find accurate information on choreographers for specific shows. This campaign not only corrected misattributions but also significantly improved the agency's search rankings for key B2B keywords.

Digital Media Monitoring for the US Embassy in Vilnius

Our audit revealed the Transatlantic Trade and Investment Partnership (TTIP) as a leading topic among Eastern Europeans on social networks. By analyzing social media conversations, we provided the US Embassy with valuable insights into public sentiment, supporting their digital diplomacy goals. This case study showcases our capability in big data audits and our strategic approach to public affairs and policy advocacy.

These examples reflect our diverse expertise and our commitment to delivering results that not only meet but exceed our clients' expectations. Whether it's launching new technologies, driving policy advocacy, enhancing recruitment efforts, or leading SEO transformations, Schwartzman & Associates is dedicated to achieving your PR objectives.

At Schwartzman & Associates, we prioritize measurable outcomes and strategic insights over meaningless outputs.

Media impressions are great, but are you selling more products, getting more subscribers, serving more customers, increasing your brand's value, or fortifying your sales pipeline? We're most interested in those sorts of outcomes.

That said, many factors contributing to these outcomes are beyond our scope. Therefore, some of the outputs we have to gauge the success of our PR campaigns include:

Media Coverage and Quality

We monitor the quantity and quality of media coverage, focusing on mentions in top-tier and industry-specific news media outlets. Our goal is to ensure these mentions align with your target audience and effectively bolster your brand's market position.

Engagement Metrics

Our analysis includes monitoring how your target audience interacts with campaign content across social media and digital platforms. We look at traffic, backlinks, followers, likes, shares, and comments to gauge engagement levels.

Brand Awareness and Perception

Through pre- and post-campaign studies, surveys, and reports, we assess the impact of our PR efforts on your brand's recognition, reputation, and customer sentiment, providing a clear picture of brand awareness and perception changes.

Lead Generation and Conversion Rates

For our B2B clients, we closely analyze how PR campaigns contribute to lead generation and conversion rates. This approach offers insights into the direct business outcomes of our PR strategies.

Return on Investment (ROI)

We provide a comprehensive analysis of the ROI from our PR campaigns, considering both tangible and intangible benefits. This includes evaluating stock price, brand value, customer demand, brand equity enhancement, and the potential for long-term business opportunities. We are not big advocates of media equivalency metrics.

Key Performance Indicators (KPIs)

We establish and monitor a set of clearly defined KPIs tailored to your specific goals. Whether it's increasing brand visibility, improving reputation, or supporting product launches, our KPIs ensure our efforts are aligned with your objectives.

Competitive Analysis

Our competitive analysis reports offer insights into your PR campaign's performance relative to competitors. We highlight your media presence, share of voice, and market positioning to understand your standing in the industry.

Strategic Insights and Recommendations

Beyond quantitative metrics, we delve into strategic insights derived from the campaign's performance. We share our learnings about your audience, the media landscape, and campaign tactics to inform future PR strategies and recommendations.

At Schwartzman & Associates, your account will be directly managed by our founder, Eric Schwartzman, who brings over two decades of extensive experience in public relations, digital marketing, and strategic communications.

Here's what you can expect when partnering with our public relations agency:

Direct Management by Eric Schwartzman

Your account will benefit from the direct oversight and strategic direction of Eric Schwartzman, ensuring that your PR campaigns are not just campaigns but a strategic asset to your business growth.

Comprehensive Public Relations Experience

Eric's background spans across personal PR, B2B tech PR, and public relations outreach for e-commerce websites, among others. This diverse experience ensures that regardless of your industry or PR needs, you're in capable hands.

Specialized Public Relations Skills

Under Eric's leadership, our team possesses specialized skills in SEO, content marketing, digital PR, and social media marketing, tailored to meet the unique demands of your project.

Prioritized Client Services

We understand the importance of prioritizing our clients based on their needs and potential for long-term partnership, rather than just the size of their budget. This approach ensures that all our clients receive the best possible service and attention.

Custom-Tailored PR Strategies

Eric and our team at Schwartzman & Associates believe in creating custom-tailored plans for each client, rather than a one-size-fits-all approach. This ensures that your PR strategy is as unique as your business.

Industry and Sequencing Specialization

We have a proven track record of working with companies across various stages and sectors, providing sector experience and testimonials from other companies in your industry to back our strategies.

Strategic Public Relations Approach

Eric's sequential approach to B2B marketing, focusing on owned, shared, earned, and paid media opportunities, is designed to align with the business outcomes that matter most to you, ensuring a comprehensive strategy that covers all bases.

Choosing Schwartzman & Associates means partnering with a team led by a seasoned expert committed to your success. Eric's direct involvement in managing your account guarantees that your PR efforts are strategically aligned with your business goals, ensuring measurable results and a significant impact on your brand's growth.

At Schwartzman & Associates, we understand the evolving landscape of public relations and the integral role that digital PR and social media play in building and maintaining your brand's presence online.

Here's how we approach these critical components:

Digital PR Strategy

Our digital PR strategy is seamlessly integrated into our broader public relations agency services.

We focus on securing backlinks from reputable third-party online platforms, including news media sites, blogs, and digital publications, to enhance your brand's visibility and reputation.

Public relations and digital public relations focuses on securing placements in advertising supported and subscription based news media.

Our approach includes crafting compelling written content, engaging with online press and influencers, and utilizing SEO best practices to ensure your brand's stories are found by your target audience.

Digital PR is included in our standard PR services, recognizing its importance in today's digital-first world.

Social Media Marketing

While digital PR is a core component of our offerings, we recognize social media marketing as a specialized practice area that requires dedicated attention and expertise.

Our social media marketing services are available for a separate fee, allowing us to provide focused strategies that are tailored to each platform's unique audience and best practices.

This includes content creation, community management, paid social advertising, and analytics.

Social Media Influencer Outreach

Similarly, our approach to social media influencer outreach is characterized by strategic alignment and careful selection to ensure authenticity and effectiveness.

Recognizing the power of influencers in today’s marketing landscape, we offer this as a distinct service,. While it can be bundled with social media marketing services, it is a additional fee-baed service.

Our team identifies and engages with influencers whose audiences align with your target demographic, crafting collaborative campaigns that resonate with their followers and amplify your brand’s reach and credibility.

Integration for Maximum Impact

While digital PR is included within our public relations services, social media marketing and influencer outreach are offered as separate, specialized services to ensure the highest level of expertise and attention to detail.

Tge benefit of hiring us for public relations, digital public relations, social media marketing, and social media influencer outreach is that we ensure a cohesive and integrated strategy. 

Customization and Transparency

We believe in transparency and customization at every step of our partnership.

Our team works closely with you to define the scope and objectives of each service, ensuring clarity around the strategies employed and the value they bring to your brand.

Our goal is to provide flexible, tailored solutions that meet your specific needs and budget, whether you’re seeking to enhance your digital footprint, engage with your audience on social media, or leverage the influence of key personalities in your industry.

Choosing Schwartzman & Associates means partnering with a PR agency adept at navigating the complexities of today’s digital landscape.

Our innovative, strategic approach to digital PR, social media marketing, and influencer outreach is designed to elevate your brand, engage your audience, and achieve your business goals in a connected world.

Does the PR Agency Have Extensive Experience?

How does the PR agency's experience enhance its ability to navigate the media landscape effectively for your brand? We have been in business for over 20 years. How long has the agency you're considering been in business?

What Is the Industry Reputation of the Public Relations Firm?

How does the public relations firm's reputation within the industry reflect its capability and reliability? Have they won any awards? Are their leaders publishing thought leadership content? Have they led seminars and workshops?

Can the Communications Agency Provide Client Testimonials?

What do client testimonials reveal about the communications agency's success in meeting and exceeding expectations?

Check out the recommendations on our founder's LinkedIn profile here.

Linkedin recommendations are more credible than testimonials on public relations agency websites because you can be sure they were written by the client.

Does the Marketing Agency Have a Track Record of Successful Campaigns?

How does the marketing agency's history of successful campaigns demonstrate its strategic and executional capabilities?

Check out our case studies for examples of successful projects we've led.

What Industry-Specific Expertise Does the PR Firm Offer?

How does PR firm's specialization in your industry benefit your strategic communication efforts?

After 20 years, we've done a little bit of everything. Check out our industry experience in this public relations agency FAQ.

What Is the Geographical Reach of the Public Relations Agencies?

How does the geographical location and reach of public relations agencies impact the effectiveness of your PR strategy?

We have experience in the US, the UK, Europe, and Southeast Asia.

What Comprehensive Services Are Offered by the Marketing Firms?

Can marketing firms provide integrated solutions that encompass all aspects of PR and digital marketing?

We offer digital PR, e-commerce marketing, content marketing, B2B marketing, digital marketing, website marketing, marketing coaching, PR coaching, SEO, and SEO coaching services.

How Does the PR Agency Ensure Ongoing Communication?

What processes does the PR agency have in place for continuous and open communication with clients?

For those clients requiring hard numbers, we establish reporting metrics and KPIs at the beginning of our client engagements.

What Is the Budget and Pricing Structure of the Communications Firm?

How transparent is the communications firm about its budget and pricing structure, and how does this align with your financial planning?

We quote retainers using detailed scope of work documents based on the client's requirements.

Can the Public Relations Firm Provide In-depth Case Studies?

What insights do case studies from the public relations firm offer into their strategic approach and outcomes?

We have plenty of case studies you can read in this public relations agency FAQ.

How Extensive is the News Media Relations Expertise of the PR Agencies?

What network and capabilities do PR agencies have in media relations to secure valuable coverage for your brand?

Who will be handling your account and can you see them on the phone going toe to toe with an investigative reporter covering your industry?

What Crisis Management Capabilities Does the Public Relations Agency Have?

How prepared is the public relations agency to protect and manage your brand's reputation during challenging times?

We've handled crisis communications for the US Dept. of Defense, the US Dept of State, and many others.

What Digital Marketing Capabilities Do the Marketing Agencies Have?

How can marketing agencies with digital expertise amplify your brand's message across online platforms?

Our founder has published two best sellers on digital marketing best practices and taught the Social Media Boot Camps for the Public Relations Society of America for over a decade.

Does the Communications Agency Understand Your Target Audience?

How deeply does the communications agency understand your target audience to develop resonant and effective communication strategies?

Ask them about your market. Do they get it?

What Research and Analytics Capabilities Does the PR Firm Offer?

How does the PR firm use research and analytics to inform smarter, data-driven PR decisions?

There's a lot of hocus pocus out there. Are their numbers legit?

Can the Public Relations Agencies Adapt to Industry Trends?

How agile are the public relations agencies your considering to industry trends to keep their PR strategies relevant?

We have led full life cycle website migrations and integrated our e-commerce marketing campaigns into HubSpot, Salesforce, Netsuite, and Zoho stacks. Dial us into your Jira sprint. We're ready to go!

And our founder articles and insights have been published by Fast Company, Tech Crunch, Venture Beat, Ad Week, Yale University, and many others. Read his portfolio here.

How Strategic Is the Planning and Execution by the Marketing Agency?

What strategic planning and execution capabilities does the marketing agency demonstrate in navigating complex challenges?

Does the PR Agency Have Access to Influencer Networks?

How effectively can the PR agency leverage influencer networks to amplify your brand's message?

What International Capabilities Does the Public Relations Firm Have?

For global brands, how does the public relations firm manage and synchronize PR efforts across different markets?

Are Legal and Ethical Standards Upheld by the Communications Firm?

How does the communications firm ensure adherence to legal and ethical standards to safeguard your brand's integrity?

Do the Marketing Firms Exhibit Innovative and Creative Thinking?

How do marketing firms employ innovation and creativity to distinguish your brand in a crowded marketplace?

Clients deserve public relations representation that knows how to manage corporate reputations, monitor trends, provide context to senior-level journalists, build confidence with C-level leadership, handle sensitive communications effectively, and demonstrate a clear return on their investment in PR.

After more than 20-years handling public relations for Fortune 500s, Federal Government Agencies, the Military, and dozens of small to medium-sized businesses, Schwartzman & Associates is public relations agency with the experience and follow through to protect and enhance your brand through trusted third-party sources.

Use these questions when interviewing public relations agencies. Too many PR firms lack the strategic vision, analytical skills, and adaptability to navigate today's complex communications and media relations landscape.

PR Firm Qualifications

1. Public relations agencies should always start by defining clear objectives.
2. Public relations agencies must have the ability to build strong media relationships by bringing real value to journalists.
3. By providing context against the popular news of the day, public relations agencies need to know how to craft newsworthy press releases.
4. Public relations agencies should have the analytical ability to monitor industry trends easily.
5. Public relations agencies must understand crisis communication.
6. Public relations agencies need skills to analyze competitors. This is mission-critical.
7. Public relations agencies should measure campaign effectiveness by focusing on outcomes, not outputs.
8. In a world of fleeting attention spans, it has become exceedingly difficult to cut through the noise. Public relations agencies must have the journalism skills to create truly engaging communications.
9. Clients have different digital stacks they rely on. Therefore, PR Firm need to have the ability to adapt to a variety of user interfaces and digital platforms. This is a big one. A technophobic or digitally illiterate public relations agency may require more babysitting and technical support than they're worth.
10. You can hire a junior-level public relations person to follow orders. What you really need is a PR Firm with the experience, confidence, and foresight to offer strategic counsel.
11. Obviously, PR Firms should prioritize the client's reputation above all else. Reputation is the most important intangible a public relations agency touches. Ask your public relations agency how they simultaneously build and protect a client's reputation.
12. How diverse is the PR Firm's client portfolio? Public relations agencies represent clients nonexclusively. Conflicts can arise when public relations agencies specialize in a specific industry or sector because conflicts of interest could arise with respect to limited news media opportunities.
13. Social media communications, while critical, require different skills than mainstream and niche media relations. Make sure your account isn't going to be passed off to a junior Instagrammer with no news media relations skills. Social media influencers are increasingly important, but depending on who your key stakeholders are, many mainstream news media brands have a level of credibility that social media influencers lack.
14. A communications crisis can happen without notice at any time. PR agencies must have tools in place to stay updated on news breaks and the ability to communicate that to the client instantly. Ask if they have a crisis communications process in place, what it is, and how it works.

If you're interested in working with our public relations agency, use the form on this page to book a call.

How can we supercharge your public relations campaigns?

Our public relations agency has been delivering for decades.

Research your public relations agency candidates

Common problems that can derail a successful collaboration between a client and a PR Firm include:

1. Public relations agency fails to understand the client's industry. This can happen for a number of reasons. Perhaps the public relations agency leader who met with the client passed the account to a junior-level account executive who lacks the intellectual capacity or dedication to learn the client's industry. Or perhaps the agency overpromised to get the client, but lacks the staff to support the account. Offset this risk by meeting with the team that will directly manage your account before retaining a public relations agency. At Schwartzman & Associates, we are a boutique public relations agency. All of our accounts are managed directly by our founder Eric Schwartzman, who cut his teeth as a senior manager at Rogers & Cowan, a Weber Shandwick agency. (See Ketchum PR Misfire)

2. Lack of clear communication between the client and the public relations agency. This too is typically a staffing issue, so make sure you meet with whoever will be handling your account before you sign the dotted line.

3. Public relations agency doesn't align with the client's brand values or definition. If this is a concern and you don't have brand guidelines in place, create these before you hire a public relations agency. You can also hire us to create your branding guidelines to help you maintain brand consistency in your omnichannel marketing campaigns.

4. Limited media coverage secured the public relations agency. Unfortunately, this can and does happen. And it’s not always your public relations agency’s fault. The fact is, you need newsworthy story pitches to get press coverage. You need mediagenic story angles that work for the news media. New product launches and hires are not necessarily newsworthy. For a better understanding of what makes something newsworthy, watch this appearance by our founder Eric Schwartzman on the popular YouTube series SEO Fight Club. 

5. Public relations agency misses deadlines for press releases and campaigns. Unless there’s a good reason other than negligence, this is inexcusable. It shows poor internal processes.

6. Ineffective crisis management from the public relations agency during emergencies. On social media, reputations can take years to build, but only seconds to destory. Make sure the public relations agency you hire has the maturity and discipline to make sound decisions in the event of a crisis.

7. Excessive fees and unexpected costs associated with the public relations agency. Here’s a pro tip. On your public relations agency service agreement, include the following clause: Expenses over $XXX must be approved by the client in writing prior to being incurred. You can decide what that number is. To avoid excessive back and forth that diminishes the amount of work that gets done on your behalf, we like $500 as the number. Press release services, photographers, special events, news media accommodations, and other expenses are part of the deal when doing public relations, so be aware of this upfront.

8. Lack of creativity in the public relations agency's campaign ideas. Honestly, this is critical. If your PR firm suggests what you consider to be bad ideas, it’s probably time for a change.

9. Public relations agency struggles to adapt to evolving industry trends. One way to gauge this before hiring a public relations agency is to see what sort of contributions their leadership makes to their trade. Have they won any awards from the Public Relations Society of America? Do they speak at conferences? Have they written contributions that have been published by credible news media outlets? Have they written any best sellers about public relations, social media marketing, SEO, content marketing, or public affairs? These are all good ways to gauge how a PR agency adapts to industry trends.

10. Client's expectations not met by the public relations agency. Effectively managing client expectations requires interpersonal and social intelligence. You want a public relations agency account executive with the confidence and experience to set boundaries and say no. Otherwise, the client is led to believe the public relations agency can deliver a service that it cannot, and this is why expectations are not being met.

11. Public relations agency fails to keep up with social media management. This can happen when there is ambiguity surrounding the scope of work. The communications agency may verbally dangle the prospect of including social media management without expressly including those services in their PR agency’s service agreement. Social media marketing can be a full-time job. It must be staffed appropriately. Make it your business to figure out whether or not this is included in your public relations agency retainer so there are no surprises down the road.

Insufficient data analysis and reporting from the public relations agency. It is as much the client's as it is the agency’s responsibility to determine what sort of data analysis and reporting will be required. Figure this over the first few months of your engagement. Decide which platform you will use. Will it be Google Analytics? Google Search Console? Hotjar? Shopify Analytics? Cision? Meltwater? iPR Software? Talkwalker? Your CRM? Not handling this upfront is a recipe for disappointment. Digital analytics cannot be changed retroactively.

Global Revenue of Public Relations Agencies

Global revenue at public relations agencies exceeded $17 billion in 2022, up from $15.3 billion in 2021.

US PR Firm Revenues

In 2022, PR Firms in the US accounted for $11.4 billion of those expenditures.

In 2021, the top five PR agencies were Edelman, Weber Shandwick, BCW, FleishmanHillard, and Ketchum, with combined revenue of over $3.8 billion.

Spectrum of Public Relations Agencies

Public relations agencies vary in size and scope.

The marketing discipline of public relations is practiced by sole freelancers, boutique PR agencies, mid-size PR agencies, and large PR Firms like the top 5 mentioned above.

Before you start making a short list of public relations agencies to consider, read this.

Selecting the Right Public Relations Firm

When retaining a public relations firm, it is critical to hire the right size firm for your company, depending on your needs. 

The growth of the public relations agency sector underscores the expanding role of public relations in marketing strategies.

For businesses considering hiring a PR firm, this statistic highlights the industry's robust health and the increasing investment in professional communication services.

Growth Rate of PR Firms

Public relations firms experienced a compound annual growth rate (CAGR) of around 10% from 2020 to 2025.

This growth is driven by the escalating need for businesses to manage their online presence and reputation effectively.

Clients looking for PR services should see this as a sign of the industry's vitality and the critical role PR plays in a comprehensive marketing strategy.

Percentage of Digital PR Spend Absorbed by Public Relations Firms

In 2021, over 60% of PR agencies reported an increase in digital services demand, a slight rise from 58% in 2020.

This shift towards digital underscores the growing importance of online and social media platforms in public relations strategies.

However, the percentage of the marketing budget spent with public relations agencies is difficult to gauge.

The most recent Holmes Report implies that North American marketers spend 6.5% of their budget on public relations, while Content Marketing Institute reports that marketers spend 28% of their marketing budget on content.

It is unclear whether that "content" is creative advertising or editorial content marketing assets.

For potential clients, these numbers show clients are seeing positive results from these marketing tactics, and PR firms are absorbing a significant portion if that marketing spend.

PR and Marketing Integration by PR Agencies

Approximately 70% of marketing professionals observed the blurring lines between traditional marketing and public relations, a consistent trend from the previous year.

The blurring of the lines comes from the fact that historically, advertising agencies were exclusive to "paid" media, and public relations agencies were exclusive to "earned" media.

Role of Content Marketing in Blurring Lines Between PR Firms and Marketing Agencies

Today, marketing tactics such as content marketing, social media marketing, influencer partnerships, and SEO don't always fall into the "paid" or "earned" media categories. Content marketing assets, for example, may be created along the lines of brand journalism, which is the domain of public relations agencies. However, those content assets might be displayed on news media websites through native advertising, which is paid.

Demand for Comprehensive Digital Solutions by Public Relations Agencies

This convergence leads to a greater need among clients for public relations firms with advanced digital marketing capabilities.

This suggests a greater need to retain a PR agency that can provide comprehensive marketing solutions beyond traditional PR.

Influence of Social Media on Public Relations Agency Strategies

Over 80% of PR professionals agreed on the essential role of social media in engaging target audiences and managing brand reputation, maintaining its steady importance from the previous year.

As an indicator, the global social media advertsing has been steadily increasing.

Rise of Social Media Marketing

In 2024, there are estimated to be 5.17 billion total social media users worldwide, using 6.7 different social networks per month.

This highlights the critical integration of social media in PR strategies, indicating to clients the necessity of staffing their social media marketing campaigns with specialists, rather than treating social media management as an "add-on" to their public relations campaigns.

TikTok is the fastest-growing platform, with a staggering 100% user growth rate between 2020 and 2022. 

Measurement and Analytics Emphasis by PR Firms

Around 75% of public relations agencies now prioritize measurement and analytics in their campaigns, slightly up from 73% in the previous year.

This focus on data-driven strategies signifies the industry's shift towards quantifiable results, offering potential clients transparency and accountability in PR services.

Crisis Management Demand at Public Relations Firms

As would be expected, demand for crisis management services rose from public relations agencies in the preceding year, especially highlighted by the COVID-19 pandemic. But the increase was moderate.

Nevertheless, the need for expert communication in times of crisis suggests that businesses value PR firms for their strategic communications capabilities.

Here is a list of crisis communications case studies you can use to familiarize yourself with the types of joint command center crisis response campaigns we have supported on behalf of clients:

• Deepwater Horizon BP Oil Spill
• Defense Dept. Embedded Journalists Program
• US Army Social Media Ambassador Program

Content Creation Services by PR Agencies

Content creation is offered by over 90% of agencies, a slight increase from 89% in the previous year, emphasizing its role in engaging with audiences.

Examples include op-ed articles, feature stories, blog posts, podcasts, white papers, primary research reports, mobile apps, and stand-alone websites, among other formats.

This service's prevalence indicates to businesses the importance of storytelling and content in building brand identity and customer relationships.

Client Retention Rates at Public Relations Agencies

The average client retention rate for PR agencies holds steady at around 80%, indicating strong client satisfaction and the ongoing need for professional PR services.

Public relations as a discipline requires preparation. There is an investment of time that must be made by the agency and the client before results are seen.

Boutique public relations agency engagements that exceed 2 years are considered successful, while larger PR agency prefer to see client engagements exceed 3 years. As expected, smaller clients churn at a faster rate than larger clients.

This high retention rate suggests to prospective clients the effectiveness and value of sustained PR partnerships.

Freelance and Independent PR Professionals' Growth

The proportion of freelance and independent PR professionals has grown to up to 20% of the PR workforce, from 18% the year before, catering to the needs of small and medium-sized businesses.

This trend highlights the flexibility and diversity of PR services available, offering businesses tailored solutions that fit various needs and budgets.

For value-oriented clients who are committed to public relations but not necessarily public relations agencies, Schwartzman & Associates offers a unique service called Inside-Out PR, which you can learn more about here.