Published February 27, 2007

Choosing a PR Firm: Tips for Selecting The Right PR Firm

It is the job of a public relations firm to give a positive image to your company. It should be an accurate and quality image, as it is projected to your target market, customers and investors.

Define your PR goals and objectives- Setting goals makes it easier for the public relations firm to meet your expectations. This process involves the company's management and administration setup.

It is essential for the public relations firm to establish a timeline. This could be either a one-time announcement or a long-term one, depending on the work to be done.

Assemble your staff - Assign the responsibilities of scheduling, administration and communicating with the agency to the existing staff. Form a team of members from the branding and marketing departments, VP or financial controller and key brand manager.

Agency Search - Confine your search to 4 or 5 firms. Refer to industry directories to identify the firms. This can also be done over the Internet and it is very effective. Interact with the employees of the Public relations or PR agency, to get an idea of their capabilities. You can ask for presentations and view past assignments to get an idea on the quality of work.

Budget - Hiring a public relations firm can be expensive. You should make a list of all the changes you wish to implement and how much it will cost. A thorough assessment of goals and objectives will help you to gauge the amount of profit you can earn and the money needed to attain the goals.

Starting the Relationship - After selection, the company should maintain legal documents about the transaction. The company also has to ensure smooth handling of the earlier agency. This makes it easier to conduct business with the new accounting team.

Thorough research and initial preparatory work can help you ensure that the selection and hiring of a public relations firm involves no setbacks. This forms the base of an enduring and satisfactory relationship.

Public relation agencies are known for their innovative approaches. They never run out of ideas to promote a company. Choosing a satisfactory public relations firm can be a very tedious job, but it must be done with care. Besides, a PR firm can make or break your company image and this is a sensitive issue that you would definitely not want to risk.