How to Choose a Small Business Public Relations Firm

Small businesses have very different public relations needs than larger companies. They typically have more focused customer bases and need to develop publicity only within localized areas. However, there are firms that concentrate on meeting the needs of small businesses--it's just a matter of finding one that matches your needs.

Difficulty: Easy

Instructions

Decide Between Public Relations Firms

1. Limit your options to firms in your local area. While many public relations firms make claims about being able to work across a large region, it is easiest to deal with a firm that is at least within the same city as your small business.

2. Research the reputations of your preferred firms. Word of mouth can be enough to give you an idea of their successes and failures, or you can dig deeper by contacting your local Better Business Bureau.

3. Ask your short list of potential firms to provide you with samples of their work and references. You can also ask if a firm has any conflicts of interest, such as working with your competitors.

4. Choose between your remaining options based on which firm can best meet your small business's needs while staying within your budget. Most public relations firms will be able to give you either a price list or a general estimate.

5. Meet with your public relations firm of choice to establish goals and cost. You should be able to agree on these issues and sign a written contract clearly stating them. Take the time to become familiar with the person handling your account and make sure your expectations match. Ask her to discuss her background and experience.

Tips & Warnings

• As a small business owner, it may be more efficient and cost effective to choose a public relations firm that can also handle your advertising and marketing needs.
• If you see an especially effective public relations campaign in your area, it is often worth contacting the firm that developed that campaign and seeing if it can meet your needs.
• Keep in mind that the first firm you choose may not be available. Because most public relations firms that cater to small businesses are small businesses themselves, they may only be able to take on a certain number of new clients a year.
• With the trend of more media moving to the Internet, you may need to find a public relations firm capable of working online.