Public Relations Consultants

How to find the right PR agency or consultant for your business
By Frances Sharpe, freelance writer/editor There's no doubt that publicity and public relations are powerful marketing tools for your small business. If you've decided to step up your PR efforts, or you want help publicizing a new business, you may want assistance from an expert. Choosing the right PR consultant or agency can help your company achieve star status, but selecting the wrong one can be a costly mistake.

Knowing what to look for in a consultant or agency will help ensure that your PR campaign is a success. Outsourcing this task will also cost more than doing your own PR, so be prepared to set aside money for an effective and ongoing public relations effort.

A PR consultant can:

1. Build awareness about your company
2. Promote the launch of a new product
3. Handle media relations
4. Provide media training and coaching
5. Conduct market research
6. Arrange and coordinate speaking engagements
7. Create and coordinate contests and promotions
8. Create press releases, press kits and other publicity materials

Define your objectives

Are you seeking PR for a one-time product launch, to increase awareness or for an ongoing campaign? Your specific needs will narrow the field.
Try:  Defining objectives is easier with Goal Setting Guide's tips on SMART goals or with its GoalPro software. Find strategies for setting realistic goals at MindTools.com. Publicity Builder, from Jian software, can help you define PR goals.

Choose between a full-service, boutique or local agency

Large PR firms handle a broad spectrum of public relations activities; boutiques specialize in either an industry, such as the tech industry, or in a specific activity, such as online PR. Unless you're launching a major ongoing campaign, most small business PR needs can be served by a specialty boutique.
Try:  Find listings of PR agencies by specialty or geographic location at O'DwyerPR.com. Additional directories can be found at Yahoo! Directory or PR.com.

Set your budget

Many PR firms require a monthly retainer for ongoing PR efforts; others bill hourly; some request a flat fee for a one-time event or project. Find out what's included in that fee and if you will also be charged for expenses.
Try:  Get help planning how your PR efforts fit into your overall budget with financial software, such as QuickBooks or Prophix.

Judge experience

Choose a consultant with experience in the type of PR efforts you need, whether it's publicizing a grand opening, creating and administering a contest or writing press releases.
Try:  If you aren't sure what to look for when judging press releases, Press-Release-Writing.com reveals the basic elements every press release needs to include and offers a sample press release.

Track activities and measure results

Your PR firm should provide you with detailed updates of the activities performed on your behalf – calls to the media, press releases written and sent, email blasts and more.
Try:  Microsoft offers a simple PR return-on-investment chart for download. It can help you measure the effectiveness of your PR efforts compared to what you would have spent for similar exposure via advertising.

• Some agencies will send out their head honchos to pitch their services to you but will hand off your account to a junior agent once they land your account.
• When meeting with PR agencies, always determine who within the agency will be handling your account and be sure to include them in your meetings.
• Many PR firms will ask for a three-month or a six-month contract.
• Designate someone in your office – it could be yourself – to be the main contact for the PR firm and to coordinate efforts and provide support.
• Look for a firm that has experience with small businesses.
• If you're the smallest client at a major agency, you may not get as much attention as you deserve. You may get more bang for your buck if you're a big fish in a small pond.