How
To Hire a PR Firm:
Finding the right match in a public
relations firm will pay off in time,
money and business performance.
You want a firm that will get up
to speed quickly and requires a
minimum amount of education about
your business. And you want a partner
that will have good chemistry with
staff and is comfortable with your
company's culture, while also retaining
a healthy independence of thought.
Ask colleagues for recommendations.
Look at press releases issued by
other companies in related fields
and find out who represents them.
Once you have identified a few agencies
that seem appropriate, have a look
at their web site or ask for general
information about their services
including a client list.
Articulate Communications
Objectives: Determine the
communications objectives you
want your PR firm to achieve.
Be as specific as possible, but
also be realistic in your goals.
If you're start-up company it's
unrealistic to expect to be on
the front page of the Wall Street
Journal.
Look At Their Work:
A PR firm needs to understand
your business well enough to speak
intelligently with members of
the media who are experts in the
fields they cover. Therefore,
unless you intend to be extremely
patient, it is key the PR firm
you hire demonstrate an understanding
of the industry you are in and
media that covers it. Keep in
mind, a PR firm may not have previously
worked with a company exactly
like yours, but should have a
proven record of success with
companies similar enough that
you are confident they are up
to the task. Also, be sure you
are meeting the same people who
will work on your account. Often
times, senior management comes
in for the pitch, but then turn
the day-to-day work over to junior
staffers.
Determine Your Budget In Advance:
Knowing how much you want
to spend will help winnow down
your choice. Many smaller companies
find that they do not get the
level of attention they want and
need from big PR agencies that
typically work with larger clients.
Monthly retainers vary greatly
and can range from $2,000 per
month to $10,000 and more depending
on the size of your company and
the amount of work involved.
Be Prepared To Partner Then
Flood Them With Info:
Nothing is worse for a PR firm
than a client that is too busy
to give their PR firm the time
and info necessary for success.
If the goal is to position your
company as an industry leader
and driving force then they're going
to need plenty of examples of
your company's work and the opinions
and insights of key company representatives.
Partner with your PR firm and
make sure they are CC'd on all
relevant corporate memos and emails,
and flood them with information.
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