10 rules are crucial for the recruitment of a PR Agency

Suppose we know the definition of public relations: advertising unpaid got press releases and bylined articles pitching to editors of newspapers, magazines and business journals.

And suppose you know the value of PR is up to 10 times higher than paid advertising, ie advertising, because readers realize that news has been validated as a "neutral gatekeeper", the director or the editor who evaluated and accepted.

And suppose you have heard experts say that the promotional budget should be split 50-50 between PR and advertising.

Are you ready to act, to take a public relations firm to increase the visibility of your company through a stream of advertising over time (there are no immediate results), to give credibility as an expert in your field, and to get the name the company out before the community and perhaps the nation.

How do you know which company to choose?

Here are 10 key questions to guide your search.

1) The PR firm specialize in any particular field?

PR firms often tout expertise in one or two sectors such as high-tech PR, Health PR and crisis communication. In sectors like entertainment and sports, there are specific requirements and procedures, and a specialist is required. In any industry, you get better results than a public relations firm familiar with the scope and extent of contacts with key editorial publications.

2) Who will work on your account?

With some medium-sized public relations firms, the President of the agency can sell the account, then turn the day to day operations of an account executive. A small business is more likely to provide the personal attention of an experienced PR pros.

Who works on your behalf should be able to develop relationships and understand the needs of editorial journalists. Scraps of positioning specifically obtained from the person who manages your account must be evaluated before approving a new staffing.

3) What is the writing of the study and editing skills?

Writing is fundamental to the profession of PR because it affects both the uptake and impact of the stories of your company. Writing flower is good for college English exam, but the best PR firms to write concise, interesting press releases and bylined articles. Make a portfolio of writing samples before hiring a PR firm.

4) What is pitching skills of the business?

Pitching and writing are two very different skills. The company uses the same people manage both? Here large companies can offer expertise available to smaller organizations. A "journalist", is a pitching specialist who is skilled in convincing editors to accept an oral history. This may require follow-up over several weeks before a placement is obtained.

Pitching to small organizations, however, is more integrally connected with the history. A principle, probably suggested the idea for the issue, then wrote for client approval. So, when journalists ask questions these people are informed on the field and know what issues to emphasize.

5) Are you going to get lost in the crowd?

How many other companies is a subsidiary? What are the delivery times?

At larger organizations, a week may pass before you see the progress is not required on your account. The leaders of small organizations usually do something for each client on a daily basis.

6) You're stuck in a three-month contract?

Many PR firms asking this, but if you're new to PR, you should insist on a monthly retainer. Although it may take 90 days to see the results of any advertising, other financial imperatives can be, and it is always good business to maintain flexibility in case of unforeseen circumstances.

7) How much?

The current price is about $ 3,000 per month. This is often prohibitive for small and start-up organizations. If you can not afford the standard stop, see if the agency offers special packages or you can refer to someone else. Some PR agencies also offer unique introductory programs.

8) What do I get?

No PR firm will provide results, at least not a reputable breeder. It should, however, ask to see some of the placement agency for clients in areas similar to their own. In addition to slip a few paragraphs, you should look for longer stories, coverage of the company, and graphics. Also inquire about the circulation of the publications listed. Are you familiar with the publication, or an obscure magazine? You should expect to see stories in publications with a circulation of 30,000 or more.

9) Do you feel a rapport with the person who will work on your account?

This is important. PR is a collaborative activity and the best ideas are often generated during brainstorming sessions. Your PR should enjoy talking to you and vice versa.

10) Who are the other clients of the firm PR?

Ask for references from both past and present customers. When you talk to them, ask the company's strengths and weaknesses of PR. Every company has both.

Although there is no foolproof method for the recruitment of any organization, the questions above, pursued with due diligence, will put you on track for a long term relationship with a steady stream of benefits such as increased recognition and visibility potential customers, colleagues and customers....