How to Choose an Excellent PR Event Company?

Generally speaking, an excellent agency serves clients through three basic processes: 1) pre-service diagnosis; 2) in-service basic actions; 3) post-service evaluation and summary.

Process 1: Pre-service Diagnosis – Grasp the Overall Direction of Needs

a. The company has not set an annual overall marketing plan, and needs PR communication as the main approach to help set annual marketing activities and promotional content. This type of company is suitable for agencies with integrated marketing PR planning capabilities, because marketing activities planned with PR thinking can not only have sales capabilities but also possess news reporting appeal. Many front-page news stories are generated from this type of client service. It is like a blank canvas – drawing a beautiful picture on it is easier than perfecting an already partially drawn picture. Of course, this ease depends on the client's planning strength. This type of service often achieves excellent communication results at a relatively low cost, incomparable to the cost of hard advertising.

b. The company has already formulated its annual marketing mainline, including activity and product promotion plans, and needs to leverage PR company resources for execution. This execution mainly includes news writing and news distribution. How to strategically turn the client's established mainline into articles that news media are willing to report, especially large articles with images, becomes the core of the agency's capability. Different planning capabilities and media relations will be vividly demonstrated at this stage, and service quality will be clearly differentiated.

c. The company has its own unique marketing model and execution methods, but due to a special honor, special opportunity, or special product features, it needs a round of extensive communication to maximize the spread of key core information. This falls under opportunity-based PR marketing, which is rare for companies – if missed, it's gone; if seized, it elevates the company to the next level. This type of service is 70% dependent on the company's own proactive marketing awareness and 30% on the agency's keen discovery ability.

The basic actions of an excellent PR company during service include three parts: creativity, writing, and distribution. Process 1 has already helped the company define the scope of service, ensuring effectiveness and relevance. So, in the next three processes, how does the agency provide service?

Creative Phase: The creative phase is crucial in determining the quality of service. Excellent PR companies will send their core advisory team to participate in creative meetings, conducting 2-3 rounds of brainstorming to develop key creative ideas suitable for the company's characteristics. The advisory team represents the highest professional level of the company; they face all projects but are not specifically responsible for any single one. They serve clients across different industries, borrowing best PR practices from various sectors and combining them with the company's own characteristics, contributing to the service through participation in the creative phase. This includes big-picture creative directions such as theme activity ideas, communication topic ideas, and core PR strategies.

Writing Phase: Based on the main creative ideas from the creative meeting, the writing phase involves completing the proposal and article writing. We call this the writing phase. The key for writers is excellent writing skills and strong comprehension, transforming the brilliant ideas from the creative meeting into text form, allowing the client to understand the overall creative and execution plan through reading the proposal. For article writing, it is necessary to organically integrate consumer characteristics, media style, and product advantages to produce articles that not only attract consumer reading but also effectively express product strengths and cater to media interests. This phase is equivalent to the production phase in a factory, where the final product is the articles visible to the client.

Distribution Phase: After the proposal and articles are presented to the client and approved or partially revised, the media distribution phase begins. The effectiveness of media distribution largely depends on the PR company's media relations. With the same theme and content, different media relations will result in placement in different media outlets, different sections, and different sizes, leading to significant differences in impact.

Process 3: Post-service Evaluation and Summary – Good Service Accumulates

Most PR companies consider their work done after news distribution, but excellent PR firms add a valuable evaluation and summary phase. This phase not only helps accumulate experience for the company's marketing services but also refines the PR company's service skills.