The value of a good PR campaign is hard to overlook. Positive news stories build awareness about new companies and products. Exposure and awareness attracts new customers and helps retain current clients. “Earned media” in the form of an article is no doubt more effective than a paid advertisement. What would you believe more, a well written article touting a new product, or an advertisement in a newspaper? Unless you have a lot of time and connections to handle PR yourself, it is impossible to match the value a PR firm can provide to you.

How to hire a Public Relations firm?

Following are some of the things to consider while selecting a PR firm:

• Don’t fall for an impressive client list. Pick the Public Relations agency with the right fit. Your PR agency professionals must be knowledgeable about your industry so that you do not have to spend too much time bringing them up to speed. A good Public Relations agency must be able to grasp your business and create the PR strategy including the target list and the message within a few weeks.
• Specialty Public Relations firms will understand your business faster and have contacts at the trades. However, PR agencies may also represent other firms exactly like you, so their pitches, press releases and events may all look tired and stale. If you hire a generalist PR agency, they may take too long to understand your business but can come up with ideas that have not been used in the past in your industry.
• Your Public Relations firm must have contacts in your target media including cable channels, radio, magazines, journals and newspapers. They must understand what makes a media story and how to approach the editors and reporters to get the story published?
• Check accreditation of the PR firm in your country. For example in the US the Public Relations Society of America accredits Public Relations companies.
• If you are considering a large PR agency, ask to meet the person who will be working on your account. Past successes of a large Public Relations company may not guarantee success if the PR professional working for you is inexperienced.
• Consider the culture of the PR firm. You will be more comfortable with a Public Relations firm that mirrors your own culture.
• Check at least two references. Ask them specifically what the Public Relations firm did for them and how long it took them to gain traction with the media. Did the coverage help them increase sales or gain new clients? Find out if past clients of the PR agency got satisfactory coverage in your target media? Do these successes match your needs?

How much does it cost to hire a PR firm?

The price varies based on the size of your company, the Public Relations firm and the target audience. A typical contract runs about six month. Make sure the contract is structured such that you can walk away after three months if you are not satisfied with the PR agency. Click here to compare price quotes from leading PR firms

If you have really short term projects, you can hire a PR publicist to do specific tasks for you on an hourly basis.

Never make a large upfront payment without seeing the results. It is best to tie the fee payment to milestones and specific results.

What are some tips on working with a PR firm for a successful engagement?

1. Publicity and media coverage take time. Start talking to Public Relations agencies at least six months before the product launch date.
2. Hold weekly calls with your Public Relations agency to get updates. Look for some progress every week. Ask the PR agency for proposals with very specific action items and expected results. If you are not getting the desired results see if you can fix things, renegotiate or walk away.
3. Survey before the PR agency starts it work. Survey again after the work is done to see if there was any change in awareness and perception of your brand or product. Think about where you want to be at the end of the engagement but be realistic. Set target for specific results. For example:

• Media exposures like number of news items, sound bites, web hits, within certain months in target radio, TV and print journals.
• Increase in brand awareness within definite time frame
• Increase in sales leads within specific time period
• Nomination for specific industry awards
• Invitations to speak at prestigious events or seminars.