PR agencies in Michigan can help you with entire segments of your PR department from branding and design, marketing and advertising to media relations, and others. Of course you'll want to keep a hand in for some internal oversight as well as set objectives and criteria for measuring success.

Although you're most likely going to stick with one firm for a variety of PR needs, it doesn't hurt to analyze your key needs and go after a firm that specializes in that area. Your company may not be able to completely outsource PR duties, but consider these benefits to working with PR agencies in Michigan:

1. More and more companies are outsourcing their public relations duties to private Michigan PR companies because they can usually save money by not having to maintain in-house expertise on their salary rolls.

2. PR firms in Michigan that are retained over time can be a significant asset to your company's marketing strategy.

3. Michigan public relations agencies also bring the advantage that they are removed from the corporate setting and have that outside perspective.

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

Amp up your business branding and design with experts from Michigan public relations firms

Branding comes in a variety of forms - logos, letterhead and business cards, website design, newsletter design, brochures, print advertising and even direct mail pieces. Along with helping you design and develop your brand image, PR companies can also do research to find out how your brand is perceived by consumers.

I recommend: Marx Layne, located in Farmington Hills, and Airfoil Public Relations, located in Detroit, both specialize in branding design and strategy.

Choose from Michigan PR firms who can help you with marketing and advertising

Advertising makes up a big chunk in your budget so making the best use of those dollars is key. That's where a PR firm can jump in. They can analyze your key demographic market and advise you on where best to place your ads.

I recommend: Brogan&Partners and Stony Point Communications offer marketing and advertising placement plans.

Develop a media relations strategy with help from public relations firms in Michigan

Don't underestimate the power of the press. Whether it be newspaper, TV, radio or even the Internet, mass media can help you project your image and get your brand out in the public eye. But you want to make sure your media message is positive and effective, along with being an accurate portrayal. A public relations firm that specializes in this area have developed connections with the media and can oftentimes get you noticed faster than your own efforts could yield.

I recommend: Check out Ann Arbor's Eiler Communications media relations strategy services. Franco Public Relations Group, based in Detroit, can not only handle media relations for you but they also specialize in training companies to do the work themselves.

Public relations agencies in Michigan provide creative, cost-effective solutions for businesses seeking to increase visibility and profitability. PR agencies in Michigan utilize the media to generate awareness about industry businesses, providing credible, third-party media endorsements.

In most industries, reputation is a company’s biggest asset. PR agencies in Michigan will provide the experience, skills and resources to increase awareness of your company’s public image, ultimately increasing your business revenue.

Before beginning the selection process, it is important for your business to determine the objectives the Michigan PR agency will be helping to achieve. Set actionable and measurable objectives to best direct and evaluate your public relations agency.

When selecting a public relations firm in Michigan, research each agency and evaluate the following:

1. What experience does the Michigan PR firm offer relevant to your industry?

2. What skills will the Michigan public relations agency provide your business?

3. What is a competitive price for a Michigan public relations firm?

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

Select PR firms in Michigan that specialize in your industry

Select public relations firms in Michigan who understand your industry and have relationships with local and national media contacts relevant to your specific industry. Ask to see a list of past and present clients, and request references.

I recommend: Based in Detroit, Airfoil Public Relations, Inc. specializes in public relations for consumer, technology, automotive and manufacturing businesses. Westwind Communications specializes in book marketing, law practice marketing and medical practice marketing. Marx Layne & Company Marketing and Public Relations has a range of clients from business sectors including manufacturing, real estate, retail, hospitality, accounting, legal, health care and sports.

Hire public relations firms in MI with proven writing, pitching and event planning skills

Review the writing and pitching skills of public relations firms in Michigan. Ask for writing samples, including press releases and bylined articles in national magazines. Evaluate the Michigan PR agencies' ability to organize creative events and special promotions to engage the media.

I recommend: Stony Point Communications, Inc. offers an online portfolio, including logos, newsletters and brochures. In addition to communication, event management and media capabilities, Franco Public Relations Group provides several value-added services. Eisbrenner Public Relations offers a comprehensive menu of public relations capabilities, customized for each client.

Hire Michigan public relations companies that meet your budget

The majority of Michigan PR firms operate on a monthly retainer with a minimum time commitment, which is usually 3 months. Your business cost depends on the project scope and manpower required. When evaluating Michigan public relations agencies' fees, factor in the return on investment for your business.

I recommend: Get a quote for public relations services from Eiler Communications using their quick online contact form. Brogan & Partners Convergence Marketing provides online case histories, including how the agency achieves results and delivers return on investment.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Examine the current client list to see if your public relations firms' Michigan clients might cause a conflict of interest. Make sure that it is written into your contract that the public relations Michigan firm will not provide services to any competing business during the course of your professional relationship.
• •  Do not invite more than 8 Michigan PR agencies to participate in your agency selection process. The more Michigan PR companies participating, the more challenging it is to compare firms in a meaningful, valuable and productive manner. Limit finalists to 2 or 3 agencies.

Michigan public relations firms offer something for most prospective clients and employees. There are large Michigan PR firms in the Detroit area that offer a full range of services and there are boutique PR firms in Michigan that specialize either in print or electronic media, or in various client types such as non-profits or businesses with less than 100 employees.

With the Internet shrinking the media industry, many PR agencies in Michigan have branched out into online media releases, blogs, and a more liberal definition of what constitutes news. Since anyone can start a blog on anything, it has become easier for Michigan PR agencies to generate hits, which means clients need to become more discerning regarding what constitutes success. When researching PR agencies in Michigan advice and ratings, consider the following:

1. Obtain a list of all public relations firms Michigan, and then choose which you want to investigate.

2. Match Michigan PR companies and their expertise with your needs and interests. Then use PR agencies in Michigan advice and ratings to determine which is best for you.

3. Determine which Michigan Public Relations companies are most adept at the services you need to grow your business or advance your career.

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

Find a listing of Michigan public relations agencies

To begin your quest for PR agencies in Michigan advice and ratings, you first need to find out which PR agencies are in Michigan and what those agencies can deliver. The Yellow Pages Directory is one place to look and can be valuable, especially with its display advertising, but a better place to start might be the Internet.

I recommend: The Production Hub website offers a comprehensive listing of all of Michigan's public relations firms along with a brief description of each agency. At Sales Vantage you can narrow your search by cities in Michigan.

Use PR agencies in Michigan advice and ratings to review and develop ratings of PR agencies in MI

Independent ratings and third-party endorsements are a wonderful way to get a handle on the abilities, professionalism and ethics of a PR agency in Michigan. The art of public relations is highly subjective, so reviewing ratings will require some careful interpretation on your part.

I recommend: The Detroit chapter of the Public Relations Society of America offers a unique matching service for PR agencies in Michigan and companies looking to hire PR counsel. Agency Finder has a proprietary system of rating PR agencies that you can use to rate Michigan PR agencies.

Decide which PR services you need and where they might be found in Michigan

The most common public relations services are media relations, employee communications, presentation development and crisis management. Understand where your company's interests are and find a firm near you that has a strong track record in those areas.

I recommend: At DirectoryM, you can find a list of the five best PR agencies in Michigan that highlights the specialties of each of those agencies, along with a featured Michigan PR agency. Business.com provides a comprehensive list of PR agencies in Michigan, including articles that detail what to look for in an agency and how PR agencies in Michigan work to deliver value to clients.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Public relations firms in MI run the gamut with regards to services offered and execution of those services. Consult with colleagues and mentors in your industry to gather your own list of recommendations to help narrow your list of choices.

Working with a PR firm in Michigan can bolster your business' image and create an effective alliance in dealing with the media. But you can't count on your PR firm to do the work alone; the PR agency needs business input from you in order to provide the best relationship. Knowing what you're talking about will go a long way in communicating your PR needs. Toward that goal, you can start by learning these PR key terms.

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

Above the fold

In print, above the fold describes the top portion of a newspaper, which is important because that's what people see when the paper is in a news rack. Above the fold also indicates positioning and prominence of an article or an ad on the page. The most effective Michigan PR firms will try to achieve above-the-fold coverage for their clients.

I recommend: Check out the web advertisement section for WILX, a Michigan radio station. It gives above-the-fold considerations to advertisers who use the company's Super Cube option.

Boiler plate

Any text that the Michigan PR agency reuses over and over on documents and rarely changes is a boiler plate. For example, boiler plate text is oftentimes the mission statement or more information about a business at the bottom of a press release.

I recommend: This Michigan Business Directory article explains effective ways to write a press release, including a step on including boiler plate information.

Advertorial

An advertorial is a type of ad in print placed by a Michigan PR agency that has the appearance of a news article. Most publications, however, do set it apart somewhat to indicate that the advertorial has paid content.

I recommend: Huyser-Honig Creative Services, located in Grand Rapids, offers an advertorial that appeared in a newspaper insert throughout Michigan.

Brand identity

Wrapping up everything about a product or service into one succinct, outward message is the concept of branding. The product's name and visual appearance makes up its brand identity. Marketing and public relations firms in Michigan focus on brand identity because of its importance on consumer recognition and distinguishing the product from others.

I recommend: Eiler Communications offers tips on positioning your business in the market, which is part of brand identity.

Media advisory

To announce a special event, such as a news conference, your public relations firm in Michigan will draft and send a media advisory. The document includes the basic details, schedule and location of the event. A media advisory won't release details about the announcement, but encourages the media to attend to find out more.

I recommend: See the format and key elements to a media advisory by reviewing one released by the Regents of the University of Michigan. It regards the university's commencement ceremony.

Return on investment

The result of your advertising and marketing efforts, referred to as a return on investment, is what you get out of the advertising. Your Michigan PR firm will analyze the revenue generated from ads, marketing and public relations to help identify the strategy that was most effective.

I recommend: Stony Point Communications in Haslett, MI gives a further explanation of return on investment and how to calculate it.