Be clear on what you want from a public relations effort. Some things a PR firm can do for you are to get you positive exposure in the media, create and conduct special events, and help you build and maintain a solid reputation.
Be realistic about what a PR firm cannot do. It cannot whitewash an unethical business or cover up fraud or other illegal activities.
Interview a number of firms. Get their ideas on how they can help you and seriously consider those with the best ideas.
If you are looking for only local publicity, hire a local firm. But if you want a national program, your PR firm can be anywhere.
Once you’ve hired a company, keep your account executive fully informed about your business. Treat him or her as part of your strategic team.
Monday, September 6, 2010
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