You’re ready to hire a public relations firm and have worked through the exercises we suggested in the first two blog posts. You’ve identified your objectives and have a good idea of what you need from a PR firm. Now it’s time to find the right fit.
Size counts
There are many different types of firms out there – large multi-national organizations as well as free-lance PR consultants, and everything in between. To help you narrow your search, we’re going to take a look at the pros and cons of working with different size firms.
Larger firms have many advantages – associates experienced in working within multi-cultural environments, large staffs available to expend concentrated energy in a short amount of time and in different locales, deep internal resources including industry-specific knowledge and experience, and ready access to graphic design and advertising professionals.
Mid-sized and small PR firms can either operate as generalists – applying the core principles of public relations theory to a variety of industries, or as boutique firms – specializing in specific industries or applying specific PR tactics such as publicity and promotion or crisis management. Mostly regional in nature, some of these firms are aligned with a large multi-national firm, allowing them access to resources while also providing local contract services in areas where the large firm does not maintain offices.
Technology has spawned a new form of PR firm – those that work virtually. These types of firms vary in size and structure, generally relying on building a network of PR professionals with specific skill sets to fill client needs. Without the overhead costs associated with brick and mortar, many of these firms are in the position of providing exceptional services at a lower cost. The very nature of their structure allows these firms to engage professionals in different regions of the country in order to better service client needs.
Generally, larger firms won’t consider taking on a client for less than $15,000 to $20,000 a month, but some have worked with smaller clients in recent years in order to weather the recession. If your organization is smaller, you may want to restrict your search to small and midsize firms.
It’s all about building relationships
When you begin talking with PR folks, you want to look for someone who listens carefully and takes the time to understand your needs. Look for curiosity – learning about a new company or industry or taking on a new challenge energizes some of the best PR pros.
Look beyond fancy offices and long impressive client lists. Instead, find out how long the firm’s clients have maintained their relationships with their PR counsel. Ask for references. Effective PR is all about building relationships with your customers, your investors, your employees, the media and your community. Are the people you’re talking to good at building relationships?
Red flags and ethical considerations
It’s important to know if the firm promotes ethical standards among its staff. You won’t want someone representing your company who doesn’t abide by the PR industry code of ethics. A simple way to assess this is by asking if managers are accredited or certified in the field of PR. Do they support continued education and accreditation of junior staff?
Find out how your work will be staffed. In many cases, once the contract is signed you may find that the people you met during the presentation phase take a big step back and your work is assigned to junior staff. When this happens, you may find that you have to provide more guidance and oversight, which may defeat the whole purpose of hiring a PR firm in the first place.
Find out how the firm handles conflicts. If they represent several companies in your industry, how do they determine which client gets the referral when a journalist asks for an expert opinion?
Make sure you understand the billing system. Will you be billed by the hour? Is there an alternative? What about costs associated with media databases and news clipping services? If you are placed on a retainer system, what exactly does the retainer cover? Is your account manager experienced at managing a budget? Be wary of discount pricing – you’ll only get what you pay for.
Are you being promised front-page coverage in the New York Times? Do status reports provide clear information? Are you finding yourself mentally correcting grammar or have you caught typos in the presentation materials? Has the PR pro been a little lazy, quickly throwing together a plan that doesn’t address your objectives?
While no one firm is expected to be perfect, you can find the best fit for your company when you do your homework.
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