Most businesses wonder at some point if PR is the game for them. I used to think PR--public relations--was the "glue that held all communications together." In reality, there's a broad mix of marketing and communications efforts that help businesses achieve business goals. Many small- and mid-sized firms dismiss PR as too expensive and move on to other marketing approaches. I believe that every company can afford public relations, if done right, and expectations are set and understood by all.

Check out some of the insights in the latest issue of PRactically Speaking, an
e-newsletter we provide. You can see it here, or at:
www.rgmcomms.com/psaug07.html.

Now, what about hiring a PR agency? What do you need to know? Start with these tips and insights:

Before You Say, "I Do,":

• Find an agency that listens first, sells second
• Ask for a referral to a good PR agency. Avoid blind Google searches, "cold calls," and published "Top PR Agencies" lists. Find trusted resources you know and ask them if they have a good PR contact.
• Identify the agency that wants to help you achieve success, even if it's just a project vs. a long-term retainer
• Know your budget and stick with the project/program for as long as you can (PR is about consistent outreach over a period of time vs. short bursts of activity).
• Meet the agency principal and/or the team ready to work for you
• Make sure you feel a "connection" with the account supervisor/primary contact
• Know what you're getting and set expectations upfront; clarify "results" and what that means to you
• Seek an agency intent on hard work and creative ideas that Share Your Story to the marketplace.
• Find an agency with integrity, honesty and commitment to your cause.
• Make sure there's a roadmap or plan to your PR efforts so they complement business goals and objectives.

Educate Yourself

Check out some great background information at www.prfirms.org, or visit our Resources page at www.rgmcomms.com/Resources.html.

I'd like your comments! Feel free to share!