Florida PR agencies offer creative solutions for 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.

Many businesses employ in-house public relations practitioners, while others hire PR agencies. Your business should hire an agency for PR in Florida if your company relies on consistent media exposure and lacks the resources of a professional public relations firm. PR agencies in Florida provide the experience and resources to propel your company’s public image, ultimately making your business more profitable.

Before your business begins the search for reputable Florida public relations firms, you must prioritize your business goals. Develop a company background packet that briefly outlines the history, mission, stakeholders, market research, special issues and past public relations activities. This information will clarify the scope of your public relations programs, and identify the qualities your business should seek in FL PR firms.

When selecting FL public relations agencies, evaluate the following:

1. Do the FL public relations firms have experience in your industry?

2. What skills do the Florida PR firms offer?

3. How much will my business pay for Florida public relations companies?

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

Hire PR agencies in FL that specialize in your industry

For best results, hire a Florida public relations firm who understands your industry and has established relationships with local and national media contacts relevant to your field. Ask to see a client list, complete with references from past and present clients.

I recommend: Ambit provides a list of recent clients sorted by 10 industries. Carey O'Donnell Public Relations Group provides public relations expertise in several industries, including arts, healthcare and real estate. David Granoff Public Relations, Inc. represents clients in the entertainment, fashion, hospitality, real estate, publishing, art and interior design industries.

Select public relations companies in Florida with proven writing and pitching skills

Examine the writing and pitching skills of Florida public relations firms. Ask for writing samples, including press releases and bylined articles, and request a sample media pitch on a topic relevant to your industry. Find out if the PR firm in Florida offers skills like market research, event planning, in-house design capabilities and crisis management services.

I recommend: Great Communicators, Inc. provides a menu of more than a dozen services to meet the business development goals of its clients. Horizon Marketing Group, Inc. a full-service communications agency, offers an online portfolio sorted by industry specialization. One of the largest independent PR firms in Florida, Kreps DeMaria offers an online media room showcasing its clients' press coverage.

Hire public relations firms in Florida that meet your budget

Most PR agencies in Florida operate on a monthly retainer with a minimum time commitment. The price depends on the scope of the project and the number of people assigned to your account. Some PR agencies in Florida also offer a project fee for a one-time project or a retainer fee for consulting services.

I recommend: Stephen J. Kaufman Public Relations works for clients on either a retainer or project basis; project work is billed at an hourly rate, while retainer contracts include a 20% discount off the hourly rate after the first $1,000 each month. Imagica Communications provides a detailed services proposal with associated costs for each client.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Evaluate the relationships developed with employees from public relations FL firms during the selection process. Find out who will be working on your account, and ask to speak with each person prior to signing a contract. You should feel comfortable collaborating with every member of your public relations Florida account team.