5 traits that give PR agencies a leg up

Organizations both big and small turn to PR pros—sometimes in-house, sometimes from agencies—to boost brand awareness, strengthen their reputations and increase sales.

Not all communications offerings, nor the people that offer them, are created equal, though. Here are five weapons that give PR firms the lead in providing valuable services to clients in a variety of industries:

1. A wide set of skills

It takes an expansive skill set to effectively tell a brand’s story, partner with influential brand advocates and implement strategies that will increase consumers’ excitement and desire to buy.

PR agencies can also specialize in certain industries, such as financial or health care organizations, and their employees can be experts in certain strategies, such as social media marketing, keyword optimization, media relations and crisis communications.

2. Connections

PR is all about relationships, and a good PR agency has already spent time cultivating them with reporters and other influential people that can give organizations a boost.