How to pick the right PR firm for your company

Here's how to interview prospective PR firms to find out if they're the right firm for you.

Difficulty: Moderately Easy

Instructions

1. Are we meeting the publicists who'll actually be working on our account on a day-to-day basis or just the owners and managers of the firm? And what are their qualifications? Be careful here. Many firms send in their senior people to make new business presentations, yet seldom will they be the ones who'll actually work on the account.

2. What major awards has your firm received for excellence? For example, have you ever won the highest award given by the Public Relations Society of America-an Anvil Award? While there are plenty of local awards given out to local business, what national recognition has your firm received?

3. How many times has your PR firm been written up in the major PR trades, such as O'Dwyer's or PR Week for exemplary media campaigns, noteworthy achievements?

4. Who are your clients and how long have they been with you? And how media exposure have you generated for them? Can we see some examples? Can you supply at least three references. One of the signs of a productive PR firm is the type of clients it serves and how long they've been clients.

5. Are the firms you're evaluating bi-lingual? It sure would make more sense if they were. Media opportunities expand dramatically when a PR firm has a staff that speaks several languages, particularly Spanish.

6. How are the PR firms you're interviewing ranked by the major services that rank PR firms? In your area, for example, does the local Business Journal rank your firm in the top 25 firms? How does PR Week and O'Dwyer's rank you?

7. What specialty areas does your firm have that will benefit us? While it's not essential that a PR firm have experience in your field, it could help enormously. On the other hand, a firm inexperienced in your area could bring a new perspective and maybe fresh ideas.

8. Does your firm represent any clients who do what we do? If the answer is "yes," better think twice as it's near impossible for a PR firm to represent competitors, particularly if they're operating in the same market. You'll be better off going with a firm that will not accept any client if it competes with an existing client because that inevitably leads to conflicts of interest.

Tips & Warnings

• You always should get a proposal that spells out what the PR firm believes it can do for you, what strategies it would employ, what ideas it has to promote your products or services, how long it will take and what will it cost.
• If a PR firm says it can guarantee media exposure in national publications like The New York Times, hang up. It's pure B.S. as no firm controls the editorial process. The best any firm can offer is their best efforts. Look at what they've delivered in the past as chances are they can do it for you.