How to Select the Right PR Agency

With the new year just a few months away, planning already is in full swing.  For some companies, that mean hiring a PR firm.  Before taking that leap, read on.

Chances are, your PR firm will become one of your most trusted advisors.  It’s important to make the right choice.  Here are some important tips:

  1. Beware of the bait and switch.  It is common practice to stack the deck with big titles during the “pitch” and planning phase, and leave implementation to very junior associates.  Ask the question: how much time will you spend on my account? 
  2. Go for the experience.  Get the account team’s names and bios in writing upfront.  Research the team’s experience.  Remember, experience in business partners is a plus.
  3. Seek strong management controls.  Nothing can ruin a communications program faster than blowing through the budget in the first several months.

Stay tuned for more…

–Mara Conklin

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