When it comes to public relations, planning is the key to success. Public relations is an individualized specialty aimed at reaching specific goals for each client. Knowing what you want for your brand is important, but it often takes a pro to determine exactly how to get there.

Finding the right PR professionals to serve your business or brand is essential. The best PR consultants are nimble, flexible and open to out-of-the-box ideas. PR is a fluid, fast-changing field and a good PR agency can mean the difference between simply getting noticed or capturing the spotlight.

Public relations done right can take your brand to the next level and get you noticed by the right people at the right time.

Here are 5 specific characteristics that distinguish PR firms:

Customized Messaging

When it comes to effective public relations, campaigns that are tailored to a client’s specific needs produce the most powerful results. One-size-fits-all public relations is outdated and can be ineffective. Capturing earned media for your client will only happen if the PR firm in charge knows how to set your client apart from all others and highlight the brand’s unique qualities.

PR for a niche company is different than PR for a well-known brand. Knowing how to get the little guy the same kind of relevant attention that the big brands get is essential to get noticed. Storytelling is relevant no matter the size of the company or the popularity of the brand.

Actionable Goals

A public relations strategy should have goals that are attainable and actionable. For example, wanting to leverage a stakeholder as a thought leader is too vague. Make clear goals like xx placed opinion editorials, xx median interviews, and xx social media posts on a specific topic. 

Have a clear path as to how you will attain your goal and you will be more likely to succeed in your endeavor. Be flexible and willing to change your course if something is not working the way that you envisioned. 


Modern PR strategies can turn on a dime and must be flexible to stay current with changing PR trends, needs or demands. The ability to pivot quickly is essential for success. PR professionals must be adaptable to market conditions, competitive developments and changes in the news cycle.

Developing PR pitches in real-time, based on the news, is important for relevancy because the news cycle is ever-changing and unpredictable. Successful PR firms must be able to change paths without missing a beat and switch directions if necessary.

Crisis Plan

Companies and high-profile individuals need to have a clear-cut crisis PR plan in place. Knowing what to do in the face of disaster if something unplanned occurs is the hallmark of a good PR plan. Proactive public relations companies are ready with a crisis communications strategy that includes elements like reputation rehabilitation, media relations and crisis PR training.

Forward-thinking PR agencies are ready to react quickly and with a carefully thought-out crisis response plan so they can shape the narrative instead of responding to someone else’s version of the facts.

Get Started

Choosing the right public relations agency for your business is a big step. Make sure to select one with progressive practices that include flexibility and customized PR plans for every brand. 

Red Banyan’s team of experienced PR professionals can guide you through the process and make sure you get the customized attention you need to achieve the results you desire. Our team of seasoned PR consultants have the skills, experience and know-how to get you the results you desire, reach your target audience and help you stand out from the competition.

Contact us today for a discovery call to see how we can meet your public relations needs.