Marketing - Publicity
Should You Hire A PR Firm?

Should You Hire A PR Firm?

PR firms typically charge either an hourly or monthly rate. And, they won’t guarantee success no matter how many hours they bill you for! Some PR firms have extensive client lists, and if you aren’t a top account, you won’t be a priority account. Try to find out how important a client you will be. It could make or break the success of your publicity efforts.

Before you set up meetings to interview potential PR representatives, do a reference check. Ask individuals in your business community whom they recommend. Once you have made up a list of firms you are interested in, set up meetings so that the firm can “pitch your account.” Remember that you have control over the meeting because the PR firm is bidding for your business.

It is up to it to try to sell you on its ability to effectively deliver your message to the right people.

During the meeting you need to articulate your objectives in an up-front manner. Have a list of issues and questions prepared that focuses on your agenda. Listen carefully to their “pitch” and the answers they give to your questions. And include the following in your query:

• Who will be working on your account—a senior account executive, a junior account executive, or an entry-level trainee?
• How will you and the PR firm work together as a team?
• Who will be responsible for copy?
• Who is on the firm’s media contact list?
• What have been their most effective recent media placements?
• What success have they had in creating publicity campaigns for businesses such as yours?

If you do decide to hire a PR firm, you must stay on top of it and keep a proactive relationship in motion. This will ensure that your PR needs are fulfilled to your satisfaction.