If you're in the public relations industry or are looking for a good firm to build your company's brand, reading up on PR agencies in New Jersey news and trends is helpful. If your business is just venturing into the world of strategic marketing, you can glean a lot by looking at the websites of PR agencies in New Jersey. As you might expect, these websites often serve as multimedia resumes detailing the exact nature of an agency's past work, which can be very helpful when picking a firm.

Of course, if you work at one of the PR agencies in NJ, you'll want to keep an eye on what's new as well. Not only can you keep track of the competition, you can also get feedback on the state's current business climate, access reports from PR conventions you may not have attended, and find out when the next public relations firms in New Jersey events will be held. Here are some solid sources of information:

1. Professional organizations for New Jersey PR firms.

2. News about public relations agencies in New Jersey published on company websites.

3. Newsletters sent out by NJ public relations firms with the latest marketing tips and trends.

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

Read about what's happening with professional organizations for NJ PR firms

Many New Jersey PR firms have a national and even international clientele, but there's nothing like keeping in touch with your colleagues who work close by. In addition to tips and trends that apply to the PR industry as a whole, you can find out about what's going on in your local network, who has been recognized for good work, who has been hired where and other pertinent information.

I recommend: The New Jersey chapter of the Public Relations Society of America keeps its constituents up to date on everything from emerging media to the organization's next three-on-three basketball event. The Business Marketing Association of New Jersey publishes news on award recipients, industry events and education opportunities.

Find out what public relations firms in NJ have to say about themselves

Whether you're auditioning a firm to find out what kind of companies they've worked with in the past, or just want to keep an eye on the competition, you might want to check out the 'news' section on a firm's own website. Here you'll find the business information a firm announces about itself in addition to press releases for its clients.

I recommend: Block & DeCorso has a no-nonsense news feed that details staff changes, as well as which accounts it has recently taken on and how it has worked to build its clients' brands. Rosica publishes company news and client press releases together, and W Communications has a list of its recent press releases as well.

Get tips straight from NJ public relations firms

Any PR agency worth its salt doesn't just market clients; it also markets itself. This is why many PR firms have free newsletters stuffed with promotional material and free marketing advice.

I recommend: Allen Consulting sends out a newsletter with free sales tips. Harrington Communications publishes The Ripple Effect, a newsletter devoted to industry trends. You can also get updated news from CEO Angela Harrington's blog.

New Jersey PR agencies offer creative solutions for businesses seeking to increase their visibility or credibility. New Jersey PR firms give your business credible exposure in local and national publications, on radio and television broadcasts and through creative use of the Internet.

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

When selecting New Jersey public relations firms, research each agency and evaluate the following:

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

2. What skills do the public relations firms in New Jersey offer?

3. What type of rapport did I develop with employees of the New Jersey PR agencies?

4. How much will my business pay for a PR agency in New Jersey?

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

Hire NJ PR firms that specialize in your industry

For best results, hire New Jersey public relations firms that understand your industry and have established relationships with local and national media contacts relevant to your field. Ask to see client lists, complete with references from past and present clients.

I recommend: MRB Public Relations is an award-winning New Jersey PR agency that provides public relations and media research for businesses ranging from small startup companies to international corporations. The Devon Group offers online case studies detailing several client success stories. Springboard PR provides a client list on its website.

Select NJ public relations firms with proven writing and pitching skills

Examine the writing and pitching skills of New Jersey public relations firms. Ask for writing samples, including press releases and bylined articles. Request a sample media pitch on a topic relevant to your industry.

I recommend: The Devon Group provides a selection of articles resulting from recent media pitches on their website. Caryl Communications supplies online writing samples of press releases for current clients. MWW Group offers a user-friendly online press release archive.

Choose New Jersey public relations agencies that listen to your needs

When hiring public relations firms, NJ businesses should evaluate the relationships developed during the selection process. Find out who will be working on your account and ask to interview each person. You should feel comfortable collaborating with every member of your PR account team.

I recommend: Harrington Communications shares online quotes from clients applauding the New Jersey PR firm’s personal service. The SPI Group provides an online listing of all staff with links to learn more about each employee. Springboard PR offers online client feedback, enabling you to see why other businesses chose their agency.

Hire PR agencies in New Jersey that meet your budget

Most PR agencies in New Jersey operate on a monthly retainer with a minimum time commitment. The price for New Jersey PR firms depends on the scope of the project and the number of people assigned to your account. If you can't afford the New Jersey PR firm's standard rate, ask about special packages or introductory offers for first-time clients.

I recommend: Raker Goldstein & Company provides a guide to how much companies should spend on PR agencies in NJ. For pay-per-placement public relations options, consider PayPerClip.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When hiring public relations firms, NJ businesses should be wary of PR agencies that make grandiose promises. No reputable public relations agency will guarantee results, but it will share its track record with similar clients and provide a strategic PR plan.

Working with a PR firm in New Jersey 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 or on a webpage. The most effective New Jersey PR firms will try to achieve above-the-fold coverage for their clients.

I recommend: QandANJ, a service of the New Jersey Library Network, explains their marketing plan, including a banner ad above the fold on the library networks' website.

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 New Jersey focus on brand identity because of its importance on consumer recognition and distinguishing the product from others.

I recommend: Check out this branding identity example designed by Vineland, N.J. firm Trinston Diversified.

Media advisory

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

I recommend: See this example of media advisory released by Rutgers.

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 New Jersey PR firm will analyze the revenue generated from ads, and marketing and public relations efforts to help identify the strategy that was most effective.

I recommend: Review New Jersey's fact sheet from The Direct Marketing Association. It shows that direct mail advertising shows a high return on investment.

Public service announcements

When your ads convey a message for the betterment of the public, it could be considered a public service announcement or PSA. These announcements are often used as ads for non-profit organizations and many TV and radio stations in New Jersey choose to run them for free or at a reduced rate.

I recommend: Check out this U.S. Department of Energy public service announcement for New Jersey's Change a Light campaign.

Co-op advertising

Co-op advertising refers to subsidizing advertising costs by utilizing national brand funds. National brands, such as Pepsi and Cadillac, make co-op money available to local New Jersey suppliers. However, if you use co-op advertising dollars, you must adhere to rules set up by the national brand.

I recommend: Co-op advertising can also work on a regional or state level. For example, Portland Cement Association's co-op advertising program helped promote the public open house dates for New Jersey’s showcase concrete home in Atlantic City.

Public relations firms in New Jersey can provide you and your business with positive public visibility through different media. Working with PR agencies in New Jersey can get the word out about your company or even yourself. You should have a vision for your business and where you want it to go.

New Jersey public relations firms will bring their expertise on public relations, while you'll bring your expertise on your business. They can change or enhance product image and manage damage control.

1. Working with PR agencies in New Jersey can put your business in the public's eye with press releases sent to relevant websites, newspapers and magazines.

2. Your industry might need a specialized PR agency.

3. Market research and strategic planning from PR agencies in New Jersey will give you a target audience.

4. PR Agencies in New Jersey provide trade show coverage or crisis management.

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

Find out what it can mean for your business if you work with PR agencies in New Jersey

New Jersey public relations companies are meant to give your business and/or product a bigger public profile, identify your audience and enhance or change the image of your company or product.

I recommend: If you're not sure that you need to work with a New Jersey public relations agency, read about what public relations does for businesses. Public Relations Society of America gives a explanation as to why PR is important in business. Kellen Communications discusses its services and industry expertise.

Find public relations firms NJ that are experienced in your business area

Some industries require specialized NJ PR firms--PR agencies can specialize in health care, retail, technology, hotels and restaurants. Other agencies identify themselves as to using a specific PR approach, for example, strategic public relations in New Jersey. You want to interview these agencies so that you know you're in the right hands.

I recommend: R&J Public Relations is industry-specific, working with six industries including health care and electronics. Rosica designs a full-scale approach to get your product known on an "iconic" level. Importantly, it measures its success by increases in your sales.

Choose the right public relations firms in New Jersey

When you think about what you want from a PR firm, budget could a problem or that your business has a very specific target audience. With a little digging you can get what you need out of the array of public relations firms NJ.

I recommend: At least one out of all the New Jersey public relations firms, Coyne Public Relations, provides service in 12 different industries and won the 2009 Midsize Agency of the Year award. The beauty industry--a highly specific market--can find public relations strategies with Push the Envelope.