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Turn key events over to New York PR agencies

Once your company has thoroughly briefed representatives of your NY public relations firms, stand back and watch them make presentations at meetings and conventions, oversee production of the annual report and serve as spokespeople at certain events. It can be an very beneficial tactic to engage a PR agencies in New York that represent clients in your specific industry or population segment.

I recommend: Contact Tucker Hall with any and all PR needs. It has offices around the country and is particularly savvy at crisis management and public issues management. Engage Cromarty & Co. for your entertainment public relations needs. It is well-known with clients on Broadway, Hollywood and similar venues.

Build your calendar with your New York PR firm

Bring your planner to meetings with your company's New York public relations firm. Their job is to keep your business in the public eye. One way they will do that is to arrange for 'public appearances,' such as speeches, school visits and attendance at community meetings. Expect them to provide a thorough briefing, including what is expected of your staff.

I recommend: Let Plesser Holland plan your news conferences and media events. The staff at SSPR will coordinate your product launches, trade show exhibits and many other public appearances for your firm. They have offices in cities around the United States.

Listen as your message is promoted by PR agencies in NYC

It will be up to your firm to decide how much is too much. Employees at PR firms in New York write press releases and news reports and are experts at getting them out to the public. Your business's name will appear in newspapers, magazines and television and radio reports.

I recommend: Check with the specialists at Worldlink Media Consultants. They will help your firm craft its message and then transmit it to customers and the public. Turn you corporate communications task over to Schneider Associates. It will write, present, and monitor your company's public voice.

Helpful advice for making the most of this Guide

• •  If your business has offices or outlets outside of New York, it would be wise to use a New York public relations firm with connections around the country. Many have offices or working relationships in other major U.S. cities. This is preferred because successful public relations often relies on relationships with local media and community leaders.

Guide to PR Agencies in New York

Select the right New York public relations firm to fit your business

By Michael Berman

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Rate your New York public relations firm

Check on the types of clients handled by NY PR firms and how they compare to other PR firms in New York. There are several publications that rank PR firms in New York , giving you not only the volume of business, but a glimpse of their client list.

I recommend: A couple of the major ones include O'Dwyerpr, PR.com, and PRWeek, which lists award winners in all major categories.

Check their client list

Most PR firms in New York specialize in they industries they cover so they can be knowledgeable when discussing your business. Visit the websites of the firms you're interested in to see if they specialize in your business.

I recommend: Some of the better-known PR agencies in New York are Edelman, Giles Communications, Ruder Finn and Text 100 International.

Determine how well the agency performs

The objective of using New York PR agencies is to get the word out on its clients. See how the New York PR agencies are spreading the word to newspapers and magazines.

I recommend: Check the PR Newswire or Business Wire. The name of the agency and a contact person are usually found at the end of each article. The most prolific are usually the hardest-working New York PR firms.

Helpful advice for making the most of this Guide

• •  Call four or five NY public relations firms, and ask them to submit written proposals. More than likely one of them will fit in with your company's needs and personality.
• •  Make the New York PR firm a part of your company. Making them seem like second-class citizens can create an adversarial relationship.
• •  Deal with an agency that will assign your account to a specific account representative, who will be your contact person and will deal with other members of his team at the agency. This results in less confusion and fewer headaches.
• •  Visit the offices of the agencies you choose to see how they operate before you hire them.
• •  Don't expect to see immediate results when an agency starts working on your account. It takes time to cultivate an audience.
• •  Keep your agency search team small.
• •  Make sure the agency you choose knows everything about your company so it can advise you on a campaign targeted toward your company.

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Learn how NY PR agencies manage media relations

At the top of the PR agencies in New York basics list is drafting press releases and news reports. PR specialists then use their relationships with media contacts to get the information to the public. Newspaper features, magazine articles and television and radio reports often start in the offices of NY PR firms. Sometimes the subject is just general information. Other times it's a controversial issue. Regardless of the content, the purpose of the communication is to create a positive reaction to the client.

I recommend: For complete media relations services, contact Burrells Luce. Its team will monitor your business's media coverage and manage all aspects of media relations. Take your media relations into the 21st century with Connors Communications. Its team specializes in Internet communications, including blogging and search engine optimization, which guarantees that your company's name comes up on searches.

Note events organized by public relations agencies in NY

Many public events are conceived and managed by a New York public relations firm. It's a great way to keep the client in the public eye. For example, PR specialists might set up book signings, hospital or school visits or speaking engagements. In the latter case, they often prepare speeches for clients.

I recommend: Check into the speechwriting services of Overviews. It will write, revise or consult on speeches on any topic. Let GMG Public Relations coordinate your key events. It'll write the speeches and produce video presentations for events.

See the specialists of New York PR agencies at work

In some instances, employees of NY public relations firms represent clients at public events. They step in for schedule-challenged business leaders, those on the firing line and on other occasions. Staff from PR firms in New York also make presentations at meetings and conventions. In some cases they also style the format of annual reports and wordsmith proposals for highly visible projects.

I recommend: Let PKPR represent your firm at public and media events. Its specialists provide the complete range of public relations services. Ogilvy Public Relations will represent your business at partnership discussions and manage the advertising of the alliance.

Helpful advice for making the most of this Guide

• •  Some PR agencies in New York specialize, representing clients in specific industries or population segments. If your business operates in a special category, look for an agency in that sector.

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Account executives

An account executive is the primary contact between a New York PR agency and the client. Account executives do not direct campaigns, but they are responsible for making sure that the agency is meeting the client's needs and that the client understands and is satisfied with the agency's approach.

I recommend: The U.S. Bureau of Labor Statistics has a description of a public relations account executive.

Media release

This is the most common function of New York PR agencies after simple advice and counsel. The goal of a media release is to entice a journalist to follow up on the release and produce a story for publication or broadcast.

I recommend: The Business Dictionary offers a definition for a press release, which is an interchangeable term with media release. Media release is preferred in New York agencies since it encompasses all media outlets and not just the press.

Public service announcements

Public service announcements make for great PR because the client and agency have full control of the content but don't have to pay for the space. New York agencies use public service announcements when the client is a nonprofit agency or when a for-profit client has a message that is deemed beneficial to the public at large.

I recommend: At itsmarc, you can find a simple definition of public service announcements.

Editorials

Editorials are opinion pieces found in newspapers and as part of television and radio news programs.

I recommend: Answers has a definition of an editorial, plus the history and use of editorials in the United States.

Sidebars

Sidebars are stories related (but secondary) to the main story. They are usually found in newspapers or magazines but can be part of radio or TV news coverage.

I recommend: An explanation of sidebars can be found at Blogger.

Spin

Spin is the ability to take an event and present an angle that is advantageous to the client of a New York PR agency.

I recommend: The PR News Blog hosts an excellent discussion on spin filled with data and real-life examples, including consequences of clumsy spin.