Life is like a country song

A while back, I was in my car on the way home when one of my favorite country songs came on the radio. I’m not exactly sure why, but as I listened and shamelessly sang aloud, I thought: “I know everyone doesn’t appreciate this song like I do. Some would even laugh at me for loving it, but I don’t care and it doesn’t change the way I feel about it.”

Yes, that conversation occurred just like that in my head in a matter of nano-seconds.

I’m not alone though. Everyone has a song, movie or hobby that everyone else doesn’t appreciate on exactly the same level (ahem, The Fifth Element). And that’s how it should be. But my fun and fleeting notion turned quickly into asking myself how that is applicable to decisions we make in business – particularly, why certain companies choose certain PR firms. Why are some a good fit and others are not?

Firms are like songs. Some are rowdy, some are conservative and some are in between. Some are rigid, some are loosey-goosey and there are those dancing somewhere in the middle. Some are the ones you casually see once in a while, ones you seriously date and the ones you choose to marry. The parallels could continue, but the important thing to remember is they’re not all the same, and one firm can’t be everything to everyone. Nor should it try. Usually, there are a lot of wonderful firms to choose from in a given marketplace, but here are some considerations before you get engaged to any of them.

In the end, it’s about finding a firm you trust and value – and one that feels the same way about you.