Forget the best UK pr agencies if you're looking to grow your brand in the media. Instead, hire the worst one you can find.

No, I'm not insane. I speak the truth.



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Google 'best uk pr agencies' and you won't find us: we're rubbish![/caption]

What I mean by this is that traditional pr agencies are very good at all the client relations stuff, all the admin and processes and corporate strategies and messaging, etc, etc.

But they tend not to be very good at the one little thing that you're paying them for, namely:




The reason for this, as I have said on countless occasions in the past, is that the best UK pr agencies will generally hire the UK's best PRs.

And here's the thing: the best PRs generally aren't very good at PR.

It's not me saying this to try and get you to sign up with us (OK, maybe a bit it is). Ask most journalists and you'll be told the same thing.

Best UK PR Agencies hire journalists

So what am I getting at here?

All I'm trying to say, really, is that if you're thinking of hiring a pr agency, do not be sucked in by the ones that have all the gloss and style.

Instead, ask them one simple question: how many ex-journalists do you employ, Bert?

If they say, zero, run for the hills.

If they say, plenty, actually, that's a good sign. Just make sure that one of those former hacks is running your account, or at least involved in it.

Because journalists always make the best PRs.

Journalists make good PRs

Why is this, though?

It's because ex-journalists understand how journalists think, what they look for in a story, how they might go about putting a story togetherand the importance of a speed when dealing with the media.

Oh, and one last thing: most former journalists will know how to write and that's a way bigger part of
than you think. But that's going to be the next tip.

For now, toodle pip!