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How do I choose a Public Relations Firm?
Home » Advertising & Marketing » Publicity and Public Relations Firms » How do I choose a Public Relations Firm?Posted by Your Guide on October 31, 2005 1:18 PM
Just as hiring the right employee for your organization is critical, so too, is finding the right fit when you go out seeking a public relations firm. It is important to get a sense for not only the capabilities of a firm, but also their personality, philosophy and reputation.
Start by asking around for recommendations of public relations firms that have had success in your area of business. Also consider whether you need a public relations firm that is in the same city as your business and how much experience they have. Another source of information about good public relations firms can be the media. If you have a relationship with a reporter or editor, ask them for their recommendations.
Most public relations firms will meet with you first to learn more about your organization and its public relations needs and then will submit a proposal designed to win your business. Study this proposal carefully in order to determine its feasibility and whether it truly does meet the needs you outlined. You want a firm that listens to you closely and anticipates your needs. Also pay close attention to the quality of the materials (design, writing, etc.) Chances are the way this company represents itself will be the way it represents your organization.
Once you have selected a public relations firm, start out slowly with a few projects so you both can learn how to work well with one another. Be clear about the results you expect and follow through at regular intervals to ensure that those results are being delivered.
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