How to Choose the Right PR Firm

A good PR firm can help project the right image for your business. Here are some suggestions for choosing an agency that matches your needs.

Step One
Determine the role of PR in your marketing strategy. For example, do you want to communicate with the public during a crisis situation or establish relations with investors?

Step Two
Determine if you want the PR firm for long term, strategic planning or one-time, specific projects.

Step Three
Determine what you can spend, and make a budget.

Step Four
Research PR firms. Ask press people who work in your industry and who you respect for recommendations. Consult other business colleagues and industry associations. Refer to O’Dwyer’s Directory, an industry standard, for a list of PR firms. Finally, try the yellow pages or do an Internet search.

Step Five
Ask PR agencies to send background material, conduct a phone discussion, or call them in for an informal meeting.

Step Six
Set up interviews with several candidates; ask for a proposal after explaining your needs.

Step Seven
Meet with them. Check if they have a local office. Assess their working style and test for personality fit, which is very important.

Step Eight
Ask for a client list and see if the firm will deal exclusively with your company in your industry, if it has relevant client experience, and if it has been able to maintain a good number of clients on a long-term basis.

Step Nine
Check references with clients similar to yourself.

Tips & Warnings

• If you know what you want out of a PR firm, you’ll have a much better shot at selecting one that meets your needs.
• New PR firms are less expensive than well-established firms but have fewer resources.
• Take your time - choosing the right PR firm can be critical to long-term success.
• Most PR agencies will ask for a three- to six-month commitment.
• If you liked the people making the PR presentation, ask if they will be handling your account. Oftentimes, senior consultants will pitch the account but use junior employees to do the work. Ask to meet the team you will be working with.
• Be Warned! Hiring a PR firm is expensive.