Public Relations Agencies

Publicists can manage a crisis and increase your company's visibility

A public relations agency can help raise your company's profile with customers and the media. A PR firm can write and issue press releases when you hire key personnel or launch new products and services. Professional publicists often are skilled at pitching stories about your company to newspapers, TV stations and magazines.

Some PR agencies help run focus groups or conduct market research. They also can help plan events ranging from charity dinners to book signings. Should your company ever face an image problem -- if you're sued, for instance -- a public relations agency can assist with crisis management. PR firms vary by expertise; some focus on getting businesses visibility with consumers, while others concentrate on increasing exposure in the business community.

When deciding to hire a PR firm, consider the following:

1. Are you introducing new products or services into the marketplace?
2. Is your company facing an imminent image crisis?
3. Would your business benefit from media exposure or do you need time to grow it gradually, by word-of-mouth or referrals, before talking to the press?

 

Choose a publicist

PR firms range from one-person local operations to large behemoths. Pricing varies considerably, so assess your needs and budget when choosing whether to use a publicist.
Try: To find a publicist check with the local chapter of the Public Relations Society of America or the Council of Public Relations Firms. Get referrals from other business owners, particularly ones in industries similar to yours.

Set up a budget

Figure out how much you're willing to spend on a publicist, on an hourly basis and for the year. Rates vary from $50 to $500 an hour, depending on the publicist's experience. To set a budget, first calculate the percentage of revenue you're willing to spend on promotional efforts.
Try: SCORE offers advice for creating a marketing budget.

Measure results realistically

PR firms can help get your company's name in the media, but they can't necessarily get a small local business global exposure. Likewise, they can help you handle a crisis, but can't make the press stop writing about it.
Try: See the Microsoft Small Business Center checklist for gauging the effectiveness of your PR firm.

 

• Know what you want a PR agency to do for your business before you hire one.
• Figure out your PR budget before looking for an agency.
• Keep the agency you hire up to date on all new developments; doing so might require designating an in-house point person to work the agency.

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