Is a Toronto PR agency right for your company?
It’s an age-old question. Your company is based in Toronto, the business and media hub of Canada. As the landscape changes, so must your company to remain competitive. This often means a more thoughtful, strategic and sustained approach to communications. But how? What’s the first step?
Cutting through the hyperbole, there are really only two principal approaches to consider, with a few options within each. Do you build up the in-house communications capacity within your organization, or rely on the expertise of an external agency? Good question. There are pros and cons to each, but given my career path, you can probably divine on what side of the in-house vs. agency fence I reside.
I’ve always believed that most companies need a strong comms executive on the leadership team who understands the impact that good communications (and perhaps more importantly, bad communications) can have on the fortunes of the business. Many a company with quality products/services and generally sound business fundamentals has foundered on poor communications. In the age of social media, the lightning speed and global reach with which bad news spreads make it even more important for companies to communicate quickly and effectively.
Given the stakes, there are real benefits to having a Toronto PR agency on-board to support your company’s comms team.
Agencies usually have broader expertise than exists within a company’s sometimes-small communications unit. Your needs might change quickly. You may require a CEO speech or a quick video. You might need a fast online solution like an issue-specific landing page or a Facebook campaign. There are so many more communications vehicles now in the play that it would be unusual and expensive for companies to harbor all the expertise they might need in-house. The right agency can bring that broad expertise and bring it quickly.
I know what you’re thinking. You’re worried it would cost you a fortune. Sure, agencies often charge based on time committed. But that also means that when the issue is resolved, you stop paying until you might need us again. In short, you have access to a full spectrum of services and expertise when you need it and for however long you need it.
In Toronto, a lot goes down in the business community. Issues flare and are either quelled quickly or they fester for longer, often because of ineffective communications. So, by all means, build up your in-house communications expertise. It’s important. But when you encounter a “don’t try this at home, kids” moment, the support of an experienced communications agency can make all the difference.
Find out more about working with Thornley Fallis by clicking here.