Five things to look for in an equestrian PR agency

If you’re looking to work with an equestrian PR agency, then this blog is a must-read. Although I used to work exclusively in equestrian PR and marketing before my client list grew to include country and canine (and now I’ve sidestepped a little!), I don’t think all businesses need external help. Many can do an exceptional job themselves or with a little bit of a helping hand or a plan. Actually, I put together a blog all about equestrian PR and if you can do it yourself. But I digress.

Do you need help with your equestrian PR?

If you don’t have enough hours in the day, if you’re not enjoying the PR and marketing side of your equestrian business or if you feel that it’s not where you need to spend your time, then getting something to help you with your equestrian PR and marketing could be a really good call. There are a number of providers out there, but not all are created equal. This is why I wanted to give you some top tips to help you sort the wheat from the chaff, to back a winner from the start. I know there are many, many more puns I could use, but let’s crack on…

1. How do they come across on their platforms? Equestrian PR people should have a number of social media platforms of their own up and running, and a good website too. How do they come across on these platforms? Are they focussed on the clients they serve? Does it help educate and inform? Or does their content have a rather egotistical tone? I’m not saying people shouldn’t promote themselves, far from it, but I am saying that I think clients should get a fair shout too. Also, what’s their tone like on social media? Is it informative and friendly or patronising and a bit superior? This person could be representing your brand. If their tone, manner and nature don’t fit your brand, they might not be a good fit for you.
2. Do they know their subject? Seems obvious, right? But you would be amazed if I told you that some equestrian PRs are not all that equestrian… and as a niche industry, it really matters. They don’t need to ride each day or have competed at Badminton, but if they don’t know a forelock from a fetlock or a surcingle from a stifle, they are probably not a great fit. Of course, if you’re making equestrian clothing, for example, this might not be as important. That being said, if you’re marketing a range of clothing for superior comfort in the saddle, it does help to have an understanding of what features these products need to have.
3. Are they well connected? An equestrian PR should be well connected. Historically, they would need to be connected to all the equestrian magazines out there, but now they also need to be connected to bloggers and influencers as well as websites. The strength of their connections and the relationships they have built with these publications and individuals will either increase or decrease the chances of your product or service getting coverage. It’s simple as that.
4. Look for examples. Want to know what your equestrian PR can do for you? Look for examples of their work. This might be things they talk about on social media that they have done for their clients, or it might be press clippings and articles that they have that show what they have done and what they can do.
5. Testimonials. Let’s be completely honest here. Life is way too short to work with people that don’t do the job they’re meant to, don’t perform and who are full of hot air and little action. I could tell you my cooking skills would rival Jamie Oliver’s, and unless tried my culinary creations out, you wouldn’t know that that isn’t quite the truth. However, having a good testimonials page on the website with information from real live people who have actually encountered your PR, ideally from a few different angles, can be useful. Of course, you want to make sure they’re good at their job and will get you valuable coverage, but I also like testimonials because you usually find out things about the person’s character that you wouldn’t necessarily know.

So, if you’re looking for an equestrian PR agency to help you increase the profile of your brand and the exposure your products receive, have a look at the above and keep this in mind in your search. And if you’re in need of any help or support in looking after your own equestrian PR and marketing, or even choosing someone to work, just get in touch and I will do my very best to help you.