Determine the role of PR in your marketing strategy. For example, do you want to communicate with the public during a crisis situation or establish relations with investors?
Step2
Determine if you want the PR firm for long term, strategic planning or one-time, specific projects.
Step3
Determine what you can spend, and make a budget.
Step4
Research PR firms. Ask press people who work in your industry and who you respect for recommendations. Consult other business colleagues and industry associations. Refer to O'Dwyer's Directory, an industry standard, for a list of PR firms. Finally, try the yellow pages or do an Internet search.
Step5
Ask PR agencies to send background material, conduct a phone discussion, or call them in for an informal meeting.
Step6
Set up interviews with several candidates; ask for a proposal after explaining your needs.
Step7
Meet with them. Check if they have a local office. Assess their working style and test for personality fit, which is very important.
Step8
Ask for a client list and see if the firm will deal exclusively with your company in your industry, if it has relevant client experience, and if it has been able to maintain a good number of clients on a long-term basis.
Step9
Check references with clients similar to yourself.
Tips & Warnings
If you know what you want out of a PR firm, you'll have a much better shot at selecting one that meets your needs.
New PR firms are less expensive than well-established firms but have fewer resources.
Take your time - choosing the right PR firm can be critical to long-term success.
Most PR agencies will ask for a three- to six-month commitment.
If you liked the people making the PR presentation, ask if they will be handling your account. Oftentimes, senior consultants will pitch the account but use junior employees to do the work. Ask to meet the team you will be working with.