Get the most out of your communication specialist

Studios, advertising and communications agencies offer a wide range of services from conception to production. Typically, small agencies will give small and medium-sized businesses better service. A less expensive option is to hire a freelance copywriter or designer who can help you find the right concept and marry visuals with copy.

When you’re trying to choose a firm, you may want to see proposals first. If so, you may have to pay a “pitch fee” up front since agencies won’t generally dedicate time or money to develop detailed proposals unless they think they stand to generate a substantial payoff later.

If the agency sends its top people to make a sale, make sure you know who will be handling the account if you give that company the job. Make sure as well that you have a written contract, with all parties specifying deadlines and costs, including overtime, copywriting, photography, translation, project management and printing.

Once you’ve made your choice, remember that no one knows more about your company than you. By all means, give the agency the information they need to do their work, including your objectives, target audience and the key customer benefit of your product or service. But let the agency do their work. Don’t tell its staff how to write or design. It’s also a good idea to simplify the approval process by allowing a limited number of people to deal with the agency and sign off on the project.

If you’re considering online advertising, consult an agency that specializes in e-marketing. Make sure you get a guarantee of service stipulating that if a website goes down or your ads are not shown, your contract will be extended for the period of time that was missed.