Choosing the right public relations firm is one of the most important decisions you have to make when starting a new company. Your public image and relationship with future clients depends largely on how effectively your PR firm can handle communications from and within your organization. There are no end of PR firms in the market, but each one has its own specialty. It’s important to know exactly what your needs are when choosing a PR firm. There are also other considerations, such as price (PR firms are generally expensive) length of contract, and client support. Here are some important considerations in PR selection:
- Determine your purpose. You should have a clear idea of what you want out of your PR firm. If you’re selling a new product, you probably want to establish a corporate identity and build a stable reputation before getting into advertising. For larger companies, the goal may be to find more investors and forge long-term relationships with them. Write down a clear set of goals and look up PR firms that specialize in your field. You can also consult business colleagues or press people for recommendations.
- Outline your project. Decide whether you want to work with the PR firm for a single project, multiple projects, or for long-term, strategic publicity planning. Outline the specific steps you have in mind for a PR program to serve as reference when meeting with prospective firms. Most PR firms require a minimum of three to six months of commitment. This should be enough if you’re starting out and trying different strategies.
- Consider other strategies. Determine how important PR will be in your marketing strategy, and how much of your budget you are willing to spend on PR compared to advertising, field sales, and other forms of publicity. Know the differences between these approaches – advertising is more expensive but will reach a larger audience, while PR is a slow, extensive process with long-term results.
- Research prospective firms. When you’ve made a shortlist of PR firms, ask each one for background information such as corporate history, specializations, and a current client list. The client list will help you determine which fields the firm works best in, and how well the firm handles publicity based on the clients’ market standing. Ask them how many accounts each team currently handles, as firms with a large client base may not be able to attend personally to your needs. Also, consider how long the firm has been in the industry – newer firms tend to charge less, but they usually have fewer resources and are less experienced than older firms.
- Finally, meet your team. Some PR firms will send senior consultants to discuss the account with you, but will let juniors handle the actual PR work. Ask the representatives who will be handling your account, or ask to meet with your PR team. If they have a local office (which is an advantage) you can visit them to see if you like their working style. Meeting with your PR team face to face is not always necessary, but it will certainly help you make a more informed choice.