Using Specialist Agencies
As part of your public affairs programme, you may decide to engage a specialist public affairs agency. These can be very useful, but also very expensive. Points to bear in mind:
- Agencies' reputations are always based on the people working in them, and personnel change frequently. Don't rely on a large brand name. Make sure the people you see initially are the people you want to actually work on your account. Check out their track record and that they are going to be there for the duration of your contract. Always ask for references and check them out.
- Make sure you are very clear on what you want the agency to do, and what you are paying for. Most work on a retainer basis for weekly, monthly or annual contracts. Make sure you know exactly what is included in this and what you might be expected to pay on top.
- Beware of buying services you don't actually need. Many agencies make a high mark-up on repackaging information - such as biographies, ministerial changes and notices of parliamentary business - which is now freely available on the internet. A competent researcher in your team can access this information at a fraction of the cost.
- Be clear what you want them to do, and by when. Remember that agencies cannot guarantee you access to, or influence over, policymakers, whatever they may boast. They can advise you on how best to present your case and on how to target key audiences.
- Make sure your agency is a member of the Association of Professional Political Consultants (APPC), the representative and self-regulatory body for public affairs agencies. You can find a list of their members at their website.