Thinking of coughing up for a UK pr agency?

Then make sure the greasy punks can write brilliant copy before you do, because writing is key to PR.

In fact, I think it's fair to say that you should only consider a UK pr agency that employs at least a few excellent writers.

Unfortunately, there'll be fewer of those than you think.

But persevere, there are some out there.

Ideally, these in-house writers will be ex-journalists because, as I've said before, ANYONE can claim to be a copywriter, or a content creator.

The difference between a copywriter and a journalist can be stark.

So the tip for today? Throw the suckas a curveball at outset by asking them who the resident
is.

[caption id="attachment_1604" align="alignnone" width="261"]

When you rock up at the agency you're thinking of hiring, bring out a bag of Madeleines, offer them around and ask them: who's the resident Proust?[/caption]

Clearly, if they've never heard of Marcel Proust, that's reason in itself to do one. The illiterate fools.

You should also ask to look at some recent press releases they have issued, or any placed articles that they've written.

If they're littered with typos, or even if there are a handful of typos, I would think twice about hiring them.

Spot the blaggers

Ask to see some longer and more technical placed articles, too, as these will instantly separate the blaggers from the real deal.

It's a whole lot easier to write a 400 word blog post than it is a 1500 worder. The small matters of structure and keeping the reader's attention come in and that can be the hardest thing of all.

Funnily enough, journalists are very fussy about copy and if the copy they receive from the pr agency you've hired is poor, even in email correspondence, you're off to a bad start straight away.

It's a perception thing and if the people representing you can't write, that reflects poorly on your company, too.

And that's no good is it?!