| Hiring a PR firm can bring attention to your company, | | | | know what they want. Meetings abound, ideas are put |
| its services, products and people. But public relations is | | | | forward and shot down - as the public relations person |
| not a hit-and-run venture; long-term strategies combine | | | | tries fruitlessly to read the client's mind. In the end, |
| with short-term tactics to create a strong brand and | | | | everyone is frustrated. This outcome can be avoided |
| positive reputation. Therefore, it is to everyone's | | | | with some advance planning. Before your first meeting |
| benefit that the relationship between the client | | | | with a firm, do some internal brainstorming and be |
| company and the PR firm is a lasting one. | | | | ready to state your goals and the principal audiences |
| Occasionally, however, the relationship doesn't work | | | | you want to reach with your messages. If you are |
| out, and while there are often various reasons cited, | | | | doing a small project, such as a brochure or website, |
| the problem usually boils down to a flawed vetting | | | | show examples of the kinds of things you like, your |
| process when the firm was first hired. | | | | current stationery or logos, and some of your |
| Avoiding the following pitfalls can lead to a truly | | | | competitors' materials. You will save time and money |
| successful collaboration between client and firm. | | | | by being prepared. |
| | | | 4. Being Cagey about your Budget Some business |
| 1. Great Expectations Public relations is not a magical | | | | owners think that if they talk about their budget |
| enterprise. It involves creativity, hard work and | | | | upfront, the PR firm will "spend it all - and then some." |
| dedication to the client's interests. And it often takes | | | | But the cost of public relations programs can vary |
| some time before you see results. What can happen | | | | greatly, depending on your goals and your budget. Be |
| in the first meeting between the PR firm and a | | | | clear about both. If you outline goals that require |
| prospective client is an unconscious collaboration: the | | | | extensive work with expensive outside services and |
| client wants to think the public relations person can | | | | act like money is no object, expect the PR firm to |
| make his company successful overnight, and the public | | | | present a proposal for a big program that costs a lot - |
| relations person lets him think this because he wants | | | | maybe more than you can afford. If you are honest |
| him as a client. This can only lead to disappointment on | | | | about how much you have to spend, you have freed |
| both sides. Most experienced public relations | | | | the firm to discuss what can be accomplished within |
| professionals will tell you what is - and is not - possible | | | | your budget. Give the firm a chance to show you |
| to achieve for your type of business and your budget. | | | | what they can do with a smaller budget. Then you will |
| A long-term productive relationship is more satisfying | | | | have a more accurate picture of the firm's resources, |
| for both the client and the PR firm than a short-term | | | | creativity and capabilities. |
| honeymoon. | | | | 5. Hiding Negative Information When you are |
| 2. Choosing the Wrong Size Firm One frequent | | | | interviewing a PR firm, be open about the possibility of |
| complaint that clients voice about their PR firm is that | | | | any negative publicity that may be on the horizon |
| the top executives presented a wonderful proposal to | | | | involving your company. Public relations people need to |
| them, but they rarely heard from those people again. | | | | know these things - not just at the beginning, but |
| Instead, their account was assigned to someone new | | | | throughout the relationship - in order to plan accordingly. |
| to the firm, and they didn't feel they got the attention - | | | | Managing negative news is much more effective |
| or the results - they deserved. PR firms survive for | | | | when done early on, before it festers and grows into a |
| the most part on the billable hours that make up the | | | | costly crisis. |
| client's fee. If your company is paying a fee at the low | | | | Finding the right PR firm doesn't have to be a shot in |
| end of a firm's fee schedule, you will probably get | | | | the dark. Check with your local chapter of the Public |
| assigned to one of its less seasoned staff. Larger | | | | Relations Society of America. Ask other business |
| firms usually charge higher fees to cover their higher | | | | people for their recommendations, and visit the firms' |
| overhead costs. PR firm fees can range from $5,000 | | | | websites. Interview several firms to see if they might |
| to $30,000 per month or more, so if a fee of $10,000 | | | | be the right size and have the right background and |
| per month seems like a huge expenditure to you, it's | | | | experience level to do the job. Ask for a written |
| best to choose a smaller firm. | | | | proposal. Once you feel comfortable that a firm |
| 3. Not Knowing What You Want From the point of | | | | understands your business, your budget and what will |
| view of the public relations professional, the most | | | | be needed to achieve your goals, take the plunge. You |
| difficult clients to satisfy are the ones who really don't | | | | will probably be pleasantly surprised. |