| Public relations companies work closely with their | | | | company's products or services can be promoted and |
| clients to help them create a positive public image, | | | | they pitch relevant information to gatekeepers of |
| manage public opinion and generate non-paid media | | | | media coverage. |
| and internet-based publicity. | | | | The graphic artist assigned to your account will be |
| When you hire a public relations company, it's important | | | | responsible for creating and sustaining the visual |
| to share information with your account services team | | | | aspects of your corporate image. This individual will |
| about your company's mission, business practices and | | | | handle layout and design for all printed public relations |
| marketing goals. The team of professionals assigned | | | | materials including letterhead, press kit folders, product |
| to work on your account will utilize this information to | | | | packaging and more. The graphic artist can also design |
| create a communications plan and strategy that is | | | | a new logo for your company if needed. |
| customized for your business. | | | | Selecting a Public Relations Agency |
| Client Contact | | | | When shopping for a PR firm, it is in your best interest |
| Typically, an agency will assign an account executive | | | | to seek a company with experience in your industry. |
| to each client. This person serves as the liaison | | | | For example, if you are the marketing director for a |
| between the team at the PR firm assigned to work on | | | | publishing company, you will want to hire a public |
| your account and your company. Your account | | | | relations company with expertise in promoting books |
| executive will work with the firm's team to create and | | | | and authors. If you are looking for a public relations |
| implement a public relations plan that is aligned with | | | | agency to help launch a new software application, it is |
| your company's strategic objectives. | | | | in your best interest to select a company with |
| The plan will be submitted to you for approval and you | | | | technology and software experience, as well as new |
| will be able to ask questions, request additional | | | | product launches. |
| information, and suggest revisions. Depending on your | | | | Compensation for Public Relations Agencies |
| contract and your public relations needs, you may | | | | Some PR companies enter into retainer relationships |
| receive a new plan each month, quarter or year. | | | | with their clients. The terms of the retainer agreement |
| Account Services Team | | | | will specify the types of actions that are covered for a |
| In addition to the account executive, the account | | | | pre-determined monthly fee. Retainers usually cover all |
| services team assigned to work on your behalf will | | | | ongoing public relations needs, such as writing and |
| generally include a copywriter, a publicist and a graphic | | | | submitting news releases, communicating with the |
| artist. The copywriter will handle writing news releases, | | | | media, designing brochures or other marketing |
| creating copy for your brochures, writing inquiry letters | | | | materials and other tasks based on client needs. |
| to media contacts and other writing tasks. | | | | Alternatively, many clients and PR companies enter |
| Publicists specialize in communicating with media | | | | into a work-for-hire agreement, which involves paying |
| representatives to help generate publicity for your | | | | an hourly or pre-determined fee for specific actions. |
| company. The services of a good publicist who has | | | | Companies who handle many of their own |
| strong professional contacts with reporters, talk show | | | | communications needs internally often utilize |
| producers, and high-profile bloggers are invaluable. | | | | work-for-hire relationships with public relations firms to |
| Publicists constantly seek new venues in which your | | | | handle specific events or new product launches. |