Friday Feature: Picking the Right PR Agency

Part Two of Two: Choosing a PR Firm

So now that you’ve done the research and narrowed it down to your top choices the next step is actually choosing a PR firm. One way to learn about each firm is to have them create some kind of proposal for you. This helps you learn about the company wand what their goals will be to deliver quality PR to your company.

Next, make sure the firm has strong media relations. Make sure they know the right people to contact at each media outlet you want to target. Ask them for a sample media list to see what media they would target when sending out a press release. If you have certain media that you want to see your releases in then make sure that list includes it. However, as we pointed out in Part One, be realistic.

Also, client references are a great way to learn about a particular agency. Ask each firm you are interviewing for a few references. Word of mouth is a great way to learn about the company and get the real scoop on the companies.

And lastly, plan a face-to-face meeting with the entire team that would be working with you. Meeting the team will allow you to get to know each firm and the each team member. This is an important step and could help make your final decision if you find yourself torn between different firms.