How to Choose a PR Firm

When it comes to how the public views your company, perception is reality. The right public relations firm can help your business put forth its best image.

Difficulty:

Moderate

Instructions

Things You'll Need

• Telephones

1. Define what services you want a public relations firm to provide. Do you need publicity for a single event or a complete image makeover?

2. Conduct a search for a firm that is familiar with your specific industry and works with many clients your size.

3. Arrange personal interviews with key people at the firms that you're considering.

4. Request written proposals from each firm once you've narrowed the field of prospects down to two or three.

5. Compare the proposals and select the firm that best meets your needs and budget.

Tips & Warnings

• Your industry trade organization might have a list of public relations firms familiar with your type of business.

• Ask each prospective firm for a client list, and don't be shy about checking references.

• When you are meeting with a firm, make sure the team that will actually be working on your account is at the meeting.

• The field of public relations isn't just about publicity. The firm you choose should be able to provide a wide range of services, including government and community relations, graphic design, speechwriting, event planning and crisis management. If they don't have the resources on staff, be sure their contractors are reputable. You may even ask to meet with representatives from those companies.

• Don't let a great sales pitch override your gut feeling. Public relations professionals are great at making a great first impression, but make sure there is substance as well as style in your contract. You'll be relying on a firm to play a major role in crafting your company's public image, so make sure the chemistry is right.