Headlines
Public relations tips, tactics and trends
Volume
Two, Number TwoWelcome to Headlines, a free newsletter published by Polaris Public Relations with practical information about the PR industry. Selecting the right PR firm Looking for a PR firm? While the process sounds simple, it’s not uncommon for companies to leap into a relationship only to be dissatisfied once the honeymoon is over. The key to developing a mutually beneficial partnership is to do the groundwork before making a commitment. Public relations is a broad, multi-disciplinary area. It can encompass everything from government affairs and investor relations to media relations and event management. While there are some full-service companies, keep in mind that many firms may not be able to offer what you want. In fact, it is rare to find a public relations firm that can be all things to all people. PR firms not only offer a variety of services, they also come in all sorts of sizes, ranging from large multi-nationals to independents and freelancers. While size can play a role when it comes to international PR needs, it is not the sole measure of quality and expertise. In fact, many independents can be equally qualified to manage high-demand PR activities. Starting out In most cases, referrals and Web-based searches will provide you with enough information to develop a list of potential suppliers. Before finalizing your PR company wish list, it’s important to make sure you have established in your own mind what you are looking for in a partner. Some criteria to consider include:
Narrowing the field Once you’ve narrowed the field of potential candidates, you’ll want to get to know them a bit better. Invite them in to make a presentation. Make sure you communicate to them beforehand what your public relations needs are. This approach will provide a framework from which candidates can create a focused presentation. Otherwise, your time will be spent reviewing proposals that don’t come close to matching your needs. Look at each firm’s capabilities and ask questions that are relevant to the issue at hand. Client references and case studies are an invaluable resource in establishing credibility. Questions to ask a potential supplier include:
Putting them to the test Don’t feel obligated to sign a long-term contract before someone has proven their worth. Although the days are long gone when a potential supplier will provide work on spec, you can get a pretty good sense of the value the PR firm can bring to the table. For example, consider the following:
Of course when all is said and done, perhaps the most important element to consider is something that can’t be quantified: the chemistry between yourself and the PR candidate. Ask yourself: Is this a company/person I feel I can work with? Do they have a sense of humour? How well do they understand the issues? And do they have a genuine interest in learning my business? If the chemistry’s right, then you’re half way there. The rest is simply a matter of doing your homework. © 2004 Polaris Public Relations. All rights reserved. Shelley Pringle is principal at Polaris Public Relations, an associates-based PR agency that offers a full suite of communications services. She can be reached at 416.597.1518 or shelley@polarisprinc.com. 
|
 Want to kick-start your business? A powerful public relations program can help attract customers while stretching your marketing dollars and building credible exposure for your company. If you’re looking for new ideas to build your business, or need help in executing an existing plan, just give us a call at 416.597.1518. We’d be pleased to discuss your needs and develop an affordable program for your organization. If you’d like to suggest a topic for a future newsletter, or have a comment on this one, email us at info@polarisprinc.com.
*Required information
|
