In the initial part of this series, we discussed some basic ways to find professional public relations help. We outlined some initial resources to help you get started, questions to consider when making your initial contact, and questions to ask while narrowing down the field. Now we’ll take a look at additional areas to consider when hiring your PR firm or freelancer: Ask to meet the workers: Most PR firms will send out their most senior executives when it comes to gaining a new client. You’ll probably meet with one of the partners or a high-level sales executive. They’ll promise you great results, no matter what. In reality, when it comes down to doing the actual work, it requires a team of other staff members that are back at the firm, many of whom are young and less-experienced. Ask to meet the people that will actually be doing the work, to make sure you feel comfortable and confident in the staff. Review fees. You’ll need to ask for a list of services offered, and how much they’ll charge you for each one. PR experts say that an average monthly fee for an established PR firm will be around $10,000. However, some firms charge by the hour, some offer opportunities to utilize only the basic of services you need, and some will charge you per event, if that’s what you want. Set your budget. Know before you meet with anyone what your financial limits are. You will have to consider the advantages of having someone else do all the work for you, against the cost. It may or may not be the time to make this step. If you decide that hiring PR help is not in the cards for you right now, then make sure you produce the PR basics for your company. This includes: Press kit. This kit can be in the form of a pocketed folder, and should include a concise description of your business, services and goals. You should have a bio of you and any other key players in the company, along with any key information or anecdotes that illustrate your expertise and professional offerings. You should include press releases regarding any important company events, services or special offerings. List key contact people in your company, and any relevant information that helps your company stand out. Engage in community events. If you don’t have anyone doing this for you, you’ll need to stay particularly aware of any community opportunities that allow you to get your company name out there. Participating in local fundraisers, festivals, fairs and holiday celebrations are excellent ways to get involved in your community and raise your company awareness. Apply for community awards. There are lots of recognition programs out there that your company or an individual might qualify for. Keep your eyes open for any such opportunities, and apply. It never hurts to be able to tack on an award or recognition on your marketing material. Public relations is necessary to keep your company name and offerings in the eye of the public and potential customers. Seek help if you need it, or roll up your sleeves to create your own public relations strategy. Small efforts can help raise your company to a higher level of success.
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