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Step 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.
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Step 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.
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Step 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.
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Step 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.
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Step 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.










