The Smart Way To Find The Top Public Relations Firm That is Right For You
If you don’t have a personal referral from someone, finding the right PR firm can be a daunting task. Think about it. If you need a lawyer, how do you find a lawyer that has the experience, time and fee structure that is right for you? Unfortunately, when retaining the services of any consultant, be it an attorney, accountant or PR firm, you often don’t know what you are buying until you’ve already bought it.
Here are some tips on hiring the right firm for you.
First, decide on a budget. How much can you reasonably afford to spend on a public relations company over the course of at least six months. PR firms, good ones, need at least six months to get results. So having a budget in mind, just like you know how much rent you can afford, is a good place to start because it will immediately narrow down the list.
Then, define your objectives. This may seem obvious, but you want a firm that has experience in the PR area you need. Whatever you do, don’t fall for the line that “we know PR and can market anything.” That is like an estate planning lawyer doing a criminal defense case. It is not his/her area. There in nothing wrong with that, but you want a firm with experience in the area you are in need of.
When you are ready, the best thing to do is ask some of your associates who have worked with PR consultants for a recommendation. Hopefully the recommendations you get are from firms that know your business.
If your associates can’t offer a good recommendation, then the best thing to do is turn to the web. Everything of substance is on the internet. Use Google and insert keywords for the type of PR work you are interested in. Examples might be “financial PR” or “nonprofit PR” and so forth. And, make sure to include the city you are in. You want a firm that is relatively close to you.
When you have a list of five or so firms, shoot them an inquiry email. You’d be surprised how much you can learn from a company that you contact cold. I believe that firms that respond to blind inquiries are firms that will work even harder for clients. Companies that ignore people they don’t know are firms that are too busy to go the extra mile for their clients.
When you have narrowed down the list, have in-person meetings with them. Make sure you find out how they charge, exactly who will be working on your account, what results you can expect, their experience in your industry and how long they believe it will take to achieve results.
Last, a major indicator that you have found the right PR consultant is simple chemistry. Do you seem to get along with them and can you talk freely and openly? Remember, you will be working with your PR consultant day in and day out. You want it to be a pleasurable and rewarding experience.
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