We've worked with other agencies, and wanted to step up our visibility. An analyst we respect recommended Corporate Ink very highly -- which proved itself the first meeting, with its understanding of our industry, and showing us how PR will tie to our business goals. The team delivered valuable coverage within the first 30 days. I fully expect Corporate Ink to set a new standard for PR inside our company. 
Andrea Soltysiak
VP Marketing
Procuri (acquired by Ariba)
Questions to Ask an Agency
Choosing an agency is a little like matchmaking – the right chemistry makes all of the difference.
Knowing what to ask can mean the difference between a successful relationship and an expensive mistake. Here are a few questions you might find helpful in selecting the right firm for you. We're also including a few of our own answers.
How can I tell whether you'll be the right agency for me?
Meet the entire team. It's tempting to pay attention to the senior strategists, but the less experienced people are extremely important, because they'll be closely involved in day-to-day activities. Try to get a clear sense of how they work. That will help you decide whether you'll be comfortable having them represent your company.
Will my account be strategic for you?
Truth be told, some accounts are more strategic than others. The only distinction we make is how you'll tap the skills we bring. We try to pursue business that leverages our knowledge and contacts or enables us to develop expertise in interesting segments. The size of an account is never the key consideration.
Where do you see your agency in five years?
We decided long ago to moderate our growth, to focus on a few core markets, and build a deep team of experts who are tightly integrated with our clients’ marketing teams. For nearly 20 years, everyone’s been asking why we don’t chase the latest trends. We’re passionate about technology and see a vibrant market for the long run.
Who will be on my account team?
It's important to make a good match between a client and the team, so we place great emphasis at the outset to ask the right questions – and learn fast about how your company works, what you value, and how we can be successful. This early commitment to building a strong relationship creates a cohesive team that dissolves the lines between companies. We drive the PR effort with common goals, fewer aggravations, and hopefully, a little bit of laughter.
As a first step, we explore your business goals, and then assess who has the experience, the genuine interest and the necessary time to serve the business well. Genuine interest is more important than many people think. Like anything else in life, people tend to be more motivated and do better when working on something they really enjoy.
What’s your turnover like?
In nearly 20 years, we’ve been replaced by other agencies less than a half-dozen times – almost unheard of this industry.
Our staff turnover is similarly low, particularly compared with the market as a whole. In 2007, we were recognized as one of The Wall Street Journal’s Best Small Workplaces. By creating a work environment that's stimulating and rewarding, we keep our teams for the long run. And this is good for our clients.
What kind of access should we expect to senior-level executives?
Expect regular contact. At Corporate Ink, at least one, and often two, senior people are closely involved with each account. This means day-to-day strategic contact – not a once-a-month call. This active involvement includes ongoing counsel, as well as writing, editing and pitching stories to leading media and industry analysts.
How do you do everything we ask, but still stay within the budget?
We understand the importance of meeting the budget – and sometimes, achieving what should be impossible. At the same time, we know you count on us to drive toward the big wins. So we begin each month with clear goals, and are willing to forego the less-important projects. We also track our time weekly, to ensure that we can take advantage of unexpected opportunities, and jointly address whether we need to refine our priorities.