How to select the right copywriting agency for your organisation

With so many agencies and individuals offering copywriting services, it can be difficult to cut through the rhetoric and decide which would be the best option for you and your business.

What to look for

You must like the people and feel confident that you can work with them. The relationship between the copywriter and client is an important part of the process. You may need someone who can say "have you thought about x" or "how about y." You may want someone who can quickly carry out set guidelines to the letter, without making unwanted suggestions. More probably, you will need someone who can respond to the needs of different projects. Get to know them a little and ask questions, such as what they think about your current brochure, what they've done in the same field and how what they think you are trying to achieve. A good way of testing the relationship is to work together initially on a small project. This will give you the best sense of how they think, and how they interpret your ideas.

Make sure the person who will be undertaking your work has a proven track record in professional writing. One way to check this is whether they are a member of the Chartered Institute of Public Relations (CIPR) or the National Union of Journalists (NUJ). The CIPR sets down standards that members must follow and only highly experienced practitioners are admitted at member level. Similarly, the NUJ has rules that members must follow. Another way is to ask for samples of their work - a good agency should be happy to supply these to you.

Ideally, the agency and the nominated copywriter should have a good understanding of your organisation/company and the sector you work in. This will save you hassle and time when it comes to briefing them, but more importantly will mean they are better able to focus their writing to your target audiences and can write in a more informed way, reflecting latest changes and issues. Specialist agencies will track the daily news for your business area, be familiar with the trade press and its key editors and have a track record of working with similar organisations to your own. Conflict of interest should not be an issue as copywriting is undertaken in strict confidence.

If you're talking to an agency with a background in your sector, make sure that this experience extends to the copywriter or editor who will be working on your project.

You should be impressed by their testimonials and references. Check the testimonials the agency supplies, but also ask for the telephone number of two current clients and call them personally for a first hand opinion.

Make sure the agency is prepared to be flexible. Are they amenable to adapting their work if your specification changes mid-project? Can they accommodate and fit in with your needs: communicate solely via telephone, visit your offices or even meet you out and about, wherever you happen to be?

Confirm that the agency is happy for its work to be evaluated and measured by an independent organisation. A good agency will welcome this rather than try to discourage it.

Check the agency fees and ask the agency to give you an estimate for your project to ensure it can be delivered with your budget. Remember to budget for travel expenses if you need someone to visit you.