Industry-specific public relations agencies focus on a particular industry such as electronics or a service such as improving business relations with the government. Whether your business focuses on sales, services or a not-for-profit endeavor, you can generate name recognition, influence government officials or change your image. Do this with industry-specific public relations agencies.

Promote a positive view of your business by searching for specialized PR agencies in order to encourage cooperation and understanding between you and clients.

Consider the following items when you choose a specialized public relations agency:

1. Determine the strengths and weaknesses of the specialized public relations agencies you check out.

2. Review the agency's past work.

3. Consider how the staff answers questions to get an idea of how they work. Their responses may show whether they are big-picture thinkers, goal-oriented or highly structured. Consider if their style fits your needs.

4. Look for chemistry between you and the account executive assigned to you. Make sure the public relations staff connects with your goals.

Action Steps
The best contacts and resources to help you get it done

Build your technology-based company with specialized PR firms

Choose a specialized PR firm that has demonstrated experience with the specific needs of technology businesses.

I recommend: FireCracker is a full-service firm focused on the global information technology market and its associations. Antenna Group delivers creative and strategic public relations for fast-growing technology companies.

Hire a specialized PR firm that has a narrow focus

Specialized PR firms focus on a specific type of client such as those in the health care industry or a specialized service such as crisis avoidance or management.

I recommend: Rick Amme and Associates specializes in crisis management. PRhealthcare bills itself as the no-frills approach to health care public relations and focuses exclusively on health care.

Target specialized public relations companies in sports and entertainment

Specialized public relations companies for the sports and entertainment markets are growing by leaps and bounds.

I recommend: Jeremy Walker + Associates, Inc. represents movie and film companies. AMG Sports has information on public relations for teams, players and other sports organizations.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Know who will handle your account. The staff members who try to sell you on the firm may not be the same people who ultimately handle your account. Know if the cost increases if you want senior staff to take the reins. Mid-level staff may have the skills to do a great job for you, but be informed from the start.