Define your goals and objectives

The first step to creating a compelling brand narrative is defining your goals and objectives. Once you've done that, it's time to think about who you want to reach with this message. Who are the people who will benefit from hearing about your product or service? Are there specific groups within them (such as employees or customers) for whom this particular story resonates more than others do?

Once you've got a clear picture of what kind of audience needs what kind of message from you, it's time to identify how best to deliver that information via PR. For example: if potential clients are looking for new ideas on how they can use social media effectively at work but don't know where or how exactly they should start doing so—then offering guidance through articles like "[Your Company Name] Blogs That Get Results" could be an effective way forward."

Look for experience in your industry

• Look for experience in your industry.

• Look for a proven track record.

• Look for a collaborative approach.

• Look for creativity and innovation.

• And, most importantly: look for a friendly tone!

Check for a proven track record:

Check for a proven track record:

• The best PR firms have been in business for years, and they can show you their track record. They should be able to tell you about past clients, projects, and successes (as well as failures).

• If you're looking for help with your brand's story, it's important that the firm has experience working on similar brands and products—and not just in the same industry but also within the same market segment.

Evaluate their communication skills

Communication skills are important in any role, but they're especially vital for PR professionals. After all, it's not just about talking to people—it's also about listening to them and understanding what they want on their behalf.

The best way to develop your communication skills is by spending time with other people who have similar interests as you do. You can do this either by volunteering at an organization or working in a team setting at work (both are good ways of building connections).

Consider their media relationships

You should also look for a strong media presence. This can be in the form of an active press release distribution  service  or it could be the fact that they have their own reporters on staff. If they do have reporters, then you should check to see how long they've been working there and how many years' worth of experience they have. If possible, talk to some people who are familiar with this firm and ask them about its reputation as well as what kind of work it does for other clients.

Look for a strong social media presence too—or at least one that's fairly active and engaging with followers across platforms (Twitter/Facebook/Instagram). A PR firm will often have someone dedicated solely to maintaining its brand across these platforms; if not then consider asking about this person's duties when hiring someone new into your team! Another thing worth considering is whether or not any current employees are willing to speak publicly about what makes their company stand out from others within their industry sector."

Look for creativity and innovation:

While it's important to look for a creative approach to problem-solving, it's also important to look for a creative approach to marketing, PR and communications.

Look for firms that are not afraid of being different. Look for firms that have an innovative point of view on how they will solve your business problems—and who won't be afraid to use their imagination when doing so.

Consider their digital expertise:

When you're looking for a PR firm, consider their digital expertise. Digital marketing is an important part of the overall marketing mix and growing field, with companies like Google, Facebook and Amazon all telling us that digital experiences are essential to how people interact with brands.

Digital strategies can help businesses grow their sales by driving traffic to websites or landing pages where they can buy products or services—and this works both ways: consumers will also benefit from having access to more information about your brand online than ever before!

Look for a collaborative approach

Collaboration is the key to success. The right collaboration can lead to a powerful brand narrative, but the wrong one can make your PR efforts seem like a bad idea.

In order for collaborative relationships between clients and agencies—or between both parties—to be successful, each party must understand their role in the process. Clients should know what they want from their PR agency (and from us), while we as an agency should know how much time and effort it takes for us to create compelling narratives for our client’s brands.

Evaluate their measurement and evaluation capabilities

When evaluating PR firms, it's important to look for a measurement and evaluation strategy that is consistent with your goals and objectives. This means assessing how they measure success (and what they mean by "success"), as well as their approach to evaluation.

Evaluating a firm’s measurement and evaluation capabilities can be challenging because there are many different ways to go about this. You should look for:

• A measurement and evaluation strategy that is transparent and accountable - How do you know the company really knows what it's doing? Do they have metrics in place so you can see if they're making progress toward meeting their goals? Are those metrics used to make decisions, or just reported on periodically? If not, why not?

• A measurement and evaluation strategy backed by data - Does the firm have access to data from previous projects which demonstrate its ability (or lack thereof) at producing results through various channels like social media campaigns or press releases? If so: great! If not: does this indicate an inability on behalf of those running the company? Is there something missing here that could help improve performance down the line?"

We’ve covered a lot in this blog post, but the key takeaway is that the best PR firms are those who understand how to help their clients achieve their goals through effective storytelling. Whether you’re looking for a new or experienced PR firm, it’s important to take the time to evaluate each agency and determine what they do well and where they could improve upon their services. Don’t just hire anyone off of Google—make sure your brand gets represented by an expert!