How to Hire a PR FirmJanuary 1, 2019
Looking to hire a public relations firm? The options can seem overwhelming, especially if you do not have experience working with a firm. Fortunately, there are several things you can do to make hiring a public relations firm easier not only for yourself, but for the firm you hire as well. Before you decide which firm to go with, consider the following:
The first thing you should focus on is determining your company’s desired outcomes. What do you hope to achieve by hiring a PR firm? Is your focus on media coverage or developing a social media platform? How can they help you reach your goal? Think about measurables and what you hope to gain from working with the firm. They will give you options and let you know what they can do for you. If you have specific outcomes in mind, it makes the collaboration process much easier.
When communicating with a PR firm, have a budget in mind. Instead of asking the firm how much you must pay for services, share your budget from the beginning. If you know how much you hope to spend, the firm can tell you what they offer for that amount of money. Keep in mind that there is likely room for negotiation.
One of the most important aspects of working with a PR firm is the relationship. When you initially meet with the firm, you will likely meet the big dogs of the company. Although these are the people you initially develop relationships with, that does not mean they will actually be servicing your account. You should ask who the account manager is because your relationship with the account manager is one that will be valuable going forward.
- Request for Proposal?
Should you go with a Request for Proposal (RFP)? Whenever possible, referral is the way to go. Because this is a commodity service, the options can be overwhelming. Referrals lead you directly to a firm others think highly of. Think in terms of hiring someone based on a referral. If those who have worked with them in the past speak highly of them, there is a good chance that you are making the right decision by hiring them.