In the entertainment industry, reputation is a company’s biggest asset. Public relations agencies for entertainment provide the experience, skills and resources to increase your entertainment company’s public image and status, ultimately increasing your business revenue. The value of public relations is 10 times higher than paid advertising because messages come through a credible source—the media.

Before selecting public relations companies, it is important for your business to determine the objectives the entertainment public relations agencies will be helping to achieve. Set actionable and measurable objectives to best direct and evaluate your PR agency for the entertainment industry. When evaluating the pricing and costs of public relations agencies for entertainment, keep in mind the following:

1. What is a competitive price for an entertainment public relations agency in your geographic area?

2. How do billable hours work, and will an hourly entertainment PR agency contract financially benefit your business?

3. How much do entertainment PR firms charge for retainer services, and how will a retainer contract impact your pricing and costs of public relations agencies for entertainment?

Action Steps
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Select public relations services for the entertainment industry that offer competitive prices

Pricing and costs of public relations agencies for entertainment vary depending on your geographic region. In general, PR services for the entertainment industry will be more expensive in a metropolitan area than in a suburban or rural area. The average expense for effective public relations in the entertainment industry is around $3,000 to $7,000 per month.

I recommend: Online Promotions Group is a New York-based entertainment PR firm that works with independent filmmakers to promote new film projects through online promotions, with fees starting as low as $100. Get a quote for entertainment public relations services from Palmer Advertising, a California-based advertising and PR firm.

Choose hourly billing for short-term or project-based entertainment PR agency contracts

Billable hours is a popular pricing structure in public relations for the entertainment industry. Billable hours are calculated by the number of hours needed to complete a project based on the account executive's billing rate, typically ranging from $50 to $300 an hour. Be sure to dictate a maximum monthly fee in your PR contact.

I recommend: Serge Entertainment PR charges $50 an hour plus expenses for general public relations campaign services, with a minimum of 10 hours per month. The Johnson Agency charges hourly rates for public relations services, with fees outlined on the agency's website. Carter Public Relations offers hourly and project management fees for short-term assignments.

Select retainer billing for long-term entertainment public relations agency relationships

A retainer approach is a smart strategy to budget for the pricing and costs of public relations agencies for entertainment. Once the PR agency and your business have determined your public relations in entertainment needs, the PR company calculates a monthly fee. With a retainer, your business knows what to expect each month; but be aware that a retainer may limit the time your entertainment PR agency can spend on your account each month.

I recommend: A.E. Entertainment Public Relations works on a retainer basis for a set number of hours as chosen by each client - either 15, 20, 30, or 35 hours. Spread The News offers custom campaigns for around $2,500 a month.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before your sign a contract with a PR agency for the entertainment industry, make sure your contract include a 60-day cancellation clause. The cancellation clause is important in the event you aren't satisfied with your PR services for the entertainment industry.

Finding a needle in a haystack seems easier than trying to gain notice by entertainment honchos. One way to increase your chances for gaining notice is with the help of public relations agencies for entertainment.

The public relations profession has grown over 220 percent in the last decade, according to Kathy Cripps, President of the Council of Public Relations Firms. But PR is more than sending press releases. Public relations professionals know how to make pitches about their product — you — to the people who count.

Here are some key things you should know about hiring PR firms for the entertainment industry:

1. The entertainment industry involves many facets both behind the camera and in front of the camera. Know your strengths and where you would fit in best.

2. In no other industry is who you know as important as in the entertainment industry. Public relations agencies for entertainment should know the right people.

3. Determine your objectives and the audiences you want to reach. List desired outcome in measurable terms.

Action Steps
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Target your PR agency search

Search through databases for public relations for the entertainment industry. PR agencies range from one-person operations to large corporations in a variety of locations. Begin weeding out candidates until you have four to five agencies. Look at company descriptions and activities to learn if they have the right expertise. All entertainment public relations agencies should have a website to provide you with additional information.

I recommend: O’Dwyer’s Directory of PR Firms allows you to search PR firms for the entertainment industry from its extensive database. The Find-a-Firm function offered by the Council of Public Relations Firms also allows you to search more than already screened 100 firms by expertise, size and location.

Set up interviews and/or presentations

Meet face-to-face with each of these PR firms for the entertainment industry. Choose whether to ask for a presentation from the agency or whether you prefer a more informal interview. Hold the initial meeting at the office so that you can get a sense of business operations, including how personnel interact with one another. Find out about agency experience, references and costs.

I recommend: Ask the right questions with advice from O’Dwyers or Microsoft Small Business Center.

Evaluate PR agencies and select

Look at the objective qualities of each entertainment PR agency. Do they have the understanding and experience to help you with your objectives? Also consider subjective impressions of the agency; good chemistry makes a working relationship more enjoyable.

I recommend: Be thorough in your evaluations with a tool like a Public Relations Agency Evaluation. This evaluation tool allows you to score from zero to three in client service, demonstrated performance, agency character and staff.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Keep up with the latest entertainment news by reading the 'trades' ('Variety' and 'Hollywood Reporter,' for example) and maintaining contacts. Who knows? Your hair stylist might tell you about a charity event involving several important people.
• •  Sharing news is a two-way process. Not only should a PR agency for the entertainment industry keep you apprised, but you should also alert the agency to new developments in your life.
• •  Public relations for the entertainment industry is not an exact science. Keep records of successful and failed strategies initiated by your PR agency.

PR firms for the entertainment industry offer creative solutions for entertainment businesses seeking to increase their visibility or credibility. The value of public relations is 10 times higher than paid advertising because messages come through a credible source—the media.

In the entertainment industry, reputation is a company’s biggest asset. Public relations agencies for entertainment provide the experience, skills and resources to increase your entertainment company’s public image and status, ultimately increasing your business revenue.

Before selecting public relations companies, it is important for your business to determine the objectives the entertainment public relations agencies will be helping to achieve. Set actionable and measurable objectives to best direct and evaluate your PR agency for the entertainment industry. Keep in mind the following public relations agencies for entertainment basics:

1. How much experience does each PR company offer relevant to the entertainment industry? How connected is each entertainment PR agency to key entertainment industry and media contacts?

2. What public relations services for the entertainment industry do the public relations companies offer to enhance your business image?

3. What skills, media clips and portfolio samples do the entertainment PR firms provide to showcase their public relations for the entertainment industry success?

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

Select a firm that specializes in PR services for the entertainment industry

Select a public relations agency who understands the entertainment industry and has solid relationships with local and national media contacts relevant to the entertainment industry. Ask to see a list of past and present entertainment clients, and request references.

I recommend: XTS Global specializes in public relations for entertainment businesses and provides an online client list. Costa Communications focuses on public relations for the entertainment industry, and offers an online client list sorted by recording artists, composers and albums, corporations, non-profit organizations and events. Cromarty & Co is an entertainment public relations agency specializing in theater, music, dance, cabaret and cultural institutions, and features current and past client lists.

Choose entertainment public relations agencies that offer a range of value-added services

Most PR firms for the entertainment industry offer a menu of specialized services. For best results, select a PR agency for the entertainment industry that offers comprehensive public relations campaigns, rather than piece-meal components.

I recommend: M.Y. Enterprises offers a range of services from managing casting opportunities and arranging promotional tours to developing press kits and securing national television, radio and print coverage. Jane Ayer Public Relations provides comprehensive campaign development services. Rogers & Cowan provides specialized entertainment public relations services like product placement in films and television programs, entertainment tie-ins and promotional overlays and celebrity marketing campaigns.

Hire entertainment PR firms with proven skills and impressive portfolios

Before you hire an entertainment PR agency, request samples of actual project work relevant to the entertainment industry. Review media clips, writing samples like press releases and bylined articles, and other promotional materials. Evaluate each public relations in entertainment firm's ability to organize creative campaigns and special events to engage the media.

I recommend: Perception Public Relations offers national and local print and television clips of clients on their website. B|W|R Public Relations provides online case studies of their successful public relations campaigns. Schwartzman & Associates features online client press rooms highlighting recent media coverage.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Examine the current client list to see if clients from your potential public relations for the entertainment industry firm might cause a conflict of interest. Make sure that it is written into your contract that the PR company will not provide services to any directly competing entertainment business during the course of your professional relationship.

When working with public relations agencies for entertainment, key terms knowledge and understanding give you a professional edge. It shows others you care about your profession and indicates the time and effort you put in to learn the lingo.

Knowing entertainment public relations agencies key terms helps you communicate clearly and effectively with other professionals. It also gives you insight into the inner workings of the industry as you learn the history behind the terminology.

Action Steps
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Public relations

This term refers to the compilation of tactics and skills used to promote a favorable opinion for an individual, event or a product. Public relations offer media coverage.

I recommend: New York PR defines the many facets important to public relations agencies. It shows current news and offers examples of its press releases.

Boilerplate

A boilerplate is a standardized text that can be used repeatedly, without modification.

I recommend: Press-Release-Writing.com offers examples of writing successful boilerplates. It answers common questions related to writing styles for boilerplates in addition to the examples.

Clip

Many publicists and magazines ask for clips from authors and interviewees. A clip is the actual story by or about a person cut from the publication that published it. For actors and other types of entertainers, this also applies to videos and audiotapes.

I recommend: Freelance Writing Jobs offers a definition of a writing clip and provides details for the use of clips in promotion.

Full-service

It is fairly common for public relations agencies in entertainment industries to specialize in a specific type of service. A full-service firm offers its services to the broader category of entertainment and may work with writers, actors and other talent. Usually these firms provide more services in an attempt to be the complete marketing package for their clients.

I recommend: Check out the services offered by SSPR, a full-service firm, to find out more on what these types of firms offer.

Marketing

Marketing refers to the use of public relations, as well as publicity and packaging, and includes the selling of product to get it out to the general public.

I recommend: Northern Kentucky University has an article on the blending of marketing and public relations fields.