By Carve Communications, Miami Florida

What happens when a local agency plugs into a global network? In this conversation led by Carve Communications, Heidi Otway—President and Partner at SalterMitchell PR and Americas Regional President of IPREX—shares how being part of IPREX has broadened her perspective and helped her team deliver even greater value to clients. She talks about the power of collaboration across borders, why independent agencies punch above their weight, and what brands should really look for in a communications partner. It’s a great reflection on the kind of work and mindset that makes IPREX special.

Tell us a little bit about what you do, the kinds of projects you work on, and the clients you work with.

I am the President and Partner of SalterMitchell PR, a communications consultancy based in Tallahassee. We’ve been in business for 25 years, and we’re fluent in Floridian, meaning we provide strategic insight and guidance to organizations seeking to make an impact in the nation’s third most populous state. Our clients range from Fortune 500 companies to state agencies to non-profits.

Our work supports public health initiatives, economic and business development, and the well-being of children and families.

Why did you first get involved with IPREX and how has your role with the organization evolved?

Our firm joined IPREX ten years ago. However, I didn’t become really involved until I attended the Emerging Leaders Conference in Paris in 2017. It changed my career trajectory and gave me a new perspective on the role and impact of PR and Integrated Marketing across the world. It helped me understand the value we offer clients as independent agencies.

Now, I serve as the Americas Regional President, with a focus on supporting and providing resources to our partner agencies in North America, South America, and Canada.

Let’s double down on that. What do you think independent agencies offer clients?

The ability to be nimble, offering specialized services, retaining and attracting top talent, and delivering services more efficiently with less bureaucracy.

On the other hand, it can be trickier for independent agencies to scale up staff or skill sets to meet clients’ changing needs. And this is why it’s a beautiful thing to be part of a global collective.

How does the collective step up?

IPREX is a global network of 100+ agencies. Member agencies tap into the network to find partners when a project falls outside their expertise or capacity. My firm, for example, has supported partners needing PR and marketing help for clients in Florida. I’ve seen agencies collaborate on everything from sourcing subject matter experts and conducting proprietary research to securing on-the-ground support for projects in unfamiliar markets.

What kinds of clients thrive with independent agencies?

Both private and public sector clients can thrive with independent agencies, especially if they want a firm that can be “an extension of their team,” meaning they are committed and focused on helping you achieve your objectives.

What advice would you give brands when it comes to finding and choosing the right agency for them?

One thing I know for certain is that people hire people. So do your homework when looking for an independent agency. In most cases, it’s not necessarily the size of the firm or whether or not they belong to a conglomerate that should be your deciding factor.

Consider this instead:

• Focus more on their leaders and staff. As much as you can in the vetting stage, get to know the people you may entrust to help you.
• Check the agency’s track record, reputation, and the way they present their services.
• Ask for referrals or consider agencies that have won awards for their work.
• Make sure their values align with yours.
• Lastly, be clear about what you are looking for and don’t be afraid to challenge them to get the best out of them.

Side note, Carve’s content is a great resource whether you’re looking to hire agencies for the first or fifth time. Check out: What Makes a Good PR Client, 5 Signs You’re Ready to Hire a PR Agency, and 7 Questions Growth-Stage Companies Should Ask a PR Agency Before Hiring.