When choosing a PR firm, there are many factors to consider. First and foremost, you must set aside time to define the role of PR within your organization and the goals you’re aiming to accomplish, whether it’s producing more content, garnering media coverage or re-branding. While the budget is typically next in line, an often-overlooked factor is agency size. 

Does size really matter? We think so. 

A personal touch 

Like any other kind of relationship, finding the agency that best suits your brand’s goals and culture is essential. Not only does a smaller firm allow you the ability to get to know most of the team, but in many cases, it also provides direct access to the CEO, which is often unheard of at large-scale global firms. The CEO of a smaller firm also likely is knowledgeable about your account because their time isn’t being protected from multiple gatekeepers at the company. Instead, they are on the front lines with their team. 

Smaller firms are more nimble

PR Daily says that many people “associate smallness with innovation, quality, authenticity and scrappiness.” This is often due to the collaboration that comes with having a smaller team. When ideas and support are needed, the team can easily jump on board since they have a solid understanding of the account and the work other team members do day-to-day since there aren’t 100 people to keep tabs on. 

With larger agencies, clients also typically have more layers of communication, which can equate to a slower process of producing work. The flat management structure of a smaller, boutique agency enables team members to make decisions and finish projects quickly and effectively. 

Niche expertise

With a smaller overhead and fewer employees, smaller agencies typically intentionally focus on becoming experts within a chosen niche. For example, Cooper Smith Agency specializes in servicing the building and construction industry with clients ranging from real estate developers to building materials manufacturers. 

If you have a highly specialized target audience that you’re trying to reach, a small agency is the way to go. At large firms, the goal is often to secure as many clients as possible, which can lead to them becoming a jack of all trades and an expert at none.