How to Choose a Public Relations Vendor
By Asad Haroon, CEO of InsideUp.com
Public Relations is the management of an organization’s internal and external communications in order to create and maintain a positive image. Public relations responsibilities include trumpeting successes, downplaying failures, and announcing important company changes, including acquisitions and staff changes. A public relations firm may write press releases, help publicize new product launches, coordinate press conferences, and assist with speech writing. They also “put out fires” when a company or individual’s reputation is being questioned. Public relations specialists serve as advocates for a company or individual and help maintain positive relationships between them, the press, and the local community. There are large and small PR firms, specialty firms and freelance PR agents.
What’s the best way to choose a Public Relations firm?
Define Your Requirements: Does your company need to put together a comprehensive plan or do you only need publicity for a single event? Is there a new product on the horizon or do you want to improve your relationships with the press? Do you need a firm to manage your online presence as well? Understand what you need before you go shopping for a public relations partner.
Company Size: Do you need a large public relations firm or a small boutique company that knows your industry well? Smaller firms usually specialize in a couple of areas and may have a better understanding of your business. Because they deal with particular journalists more frequently, they may have stronger press contacts in areas that are critical for your business. You may also get more attention from a smaller public relations firm.
Cost: Communicate your budget up-front and have them tell you what you will get for your money.
Agent: Will you be represented by one agent or will a team handle your firm? How do you reach them and what hours are they available?
References: A vendor’s reputation is one of the keys to a successful relationship. Ask for references and call them, check with the Better Business Bureau and do a Google search for any issues other clients might have had with the firm. Here are some sample questions to ask of the references you call:
5. Was the PR firm responsive? Did they return phone calls and emails in a timely fashion?
6. Were they professional? Were their written pieces composed well, structurally and grammatically, and did they convey what they were meant to?
7. What was the biggest challenge you gave them to handle? How did they do?
8. What functions did they perform for you?
9. What size organization is the reference and what industry?
10. Were there any challenges the PR firm did not handle well?
Your business and personal reputation are your most prized possessions in business. A (wrongly) disgruntled employee or customer, a misunderstanding, or a personal life event can all challenge your reputation. Additionally, marketing your business can require a certain set of skills and finesse that you just don’t have. If you need help finding a
public relations vendor, click here. Do you want
Public Relations firms to compete for your business? Click here. For additional information,
click here.
