5 Tips on Hiring a Public Relations Firm

Be clear on what you want from a public relations effort. Some things a PR firm can do for you are to get you positive exposure in the media, create and conduct special events, and help you build and maintain a solid reputation.

Be realistic about what a PR firm cannot do. It cannot whitewash an unethical business or cover up fraud or other illegal activities.

Interview a number of firms. Get their ideas on how they can help you and seriously consider those with the best ideas.

If you are looking for only local publicity, hire a local firm. But if you want a national program, your PR firm can be anywhere.

Once you’ve hired a company, keep your account executive fully informed about your business. Treat him or her as part of your strategic team.