Partner Article

Tips for Choosing the right PR Firm

Despite the fact that every person loves self-promotion, not all people are good at it. This explains the reason why the public relations industry is thriving and growing at a very rapid rate. While you may be highly talented in leasing buildings, or in singing, you should probably leave the promotions and publicizing to the professionals who are skilled and experienced in public relations. The big question, however, is how to know the right PR firm to hire. With so many firms claiming to offer the best public relations services you could get anywhere else, this can seem like a very daunting task to many people, and it sure is.

Choosing the right PR firm is very important for any individual, company, or organization. Basically, the main role of a PR firm is to promote an exceptionally perfect image of the individual or company that can affect public perception in a positive way. But what firm do you hire, and how do you know what the firm should and should not be doing for your company? These are few of the many questions most people have when thinking of hiring PR firms. While it may seem like a daunting prospect, good PR can be worth your effort in the long run. Here are a few basic tips to keep in mind when choosing the right firm to work with.

Look at their clientele base

An experienced and professional PR firm should have a long list of clients that it should be happy and ready to share with you. Even though public relation firms sometimes need to sign non-disclosure agreements that will protect the privacy of their clients by barring them not to discuss their clients, most firms worth their weight in gold would have worked with so many happy and satisfied clients that they can freely talk about. Take your time to go through their list of past and current clients, and even ask for at least 3 references that you can contact for further information on their services.

Look at their expertise

All PR firms tend to do the same task – that of creating an accurate and near perfect image to the public. The slight difference in the kind of services offered lies in the nitty gritty of the industry. While any firm can draft a press release to announce an upcoming product or event, a firm that is specialized in the field of representation that you need will know just how to word a press release, when to release it to the public, and which aspects of a deal should be touted the most.

Do they have any media contacts?

While a PR firm can be fully versed with the field of specialization that you need representation, their knowledge and expertise will be of no help if they do not have any media contacts. A good PR firm should have a good list of media outlets and media contacts that they are working with. They ought to know all the key editors in leading media outlets, both in print, broadcast and online outlets, and these editors should equally know them. Only then will you be guaranteed of good media placement.

Agree on the right mode of payment

The last tip when choosing a PR firm is to agree on the mode of payment. Some firms require monthly, quarterly, bi-annually or annual retainer fee, which you ought to pay whether the public and media show interest in your company or not. Some PR firms work on an hourly rate. Just agree on what works best for you and ensure the agreement is put down on paper to avoid misunderstanding and legal tussles in the future.

Guest Post by Steve Hannigan of pragencyone.co.uk who are one of the leading Engineering and Manufacturing PR agencies in the UK.

This was posted in Bdaily's Members' News section by steve hannigan .