| You've decided it's time to launch your PR campaign. | | | | 3) How do they work when it comes to developing |
| You're ready to move forward. Now you need to | | | | story ideas? Are they looking for you to do all of the |
| figure out who your public relations partner in this | | | | work? Are they asking you for the story ideas and |
| journey is going to be. Believe me, it is a journey (and | | | | then simply turning those into pitches or are they a firm |
| can be a great one) and in the best of cases the PR | | | | that will work with you to develop creative and unique |
| company that you choose is going to be functioning as | | | | pitch ideas? |
| a trusted partner, at least in this one arena. But how do | | | | 4) What do they see as your campaign's greatest |
| you pick a firm that fits your particular needs? | | | | potential strengths? |
| The first mistake that you want to avoid is to only | | | | 5) What do they think will be the greatest challenges? |
| consider companies that specialize in your field. You | | | | All campaigns offer challenges. You want to make |
| definitely want to consider them in the mix, but what | | | | sure that the firm you pick sees them, has an |
| you're primarily looking for is a firm that knows PR, that | | | | approach to deal with them. You also want to make |
| knows how to develop and place stories in the media, | | | | sure that this is not a firm that is going to tell you that it |
| if they're good, they can use their expertise and | | | | will be easy, a slam dunk. You want a contrasted |
| know-how and apply that to any field. Remember, PR | | | | confidant who will work with you, not a cheerleader |
| is a communication business, for it to truly work, you | | | | that avoids the real issues. |
| need to be able to comfortably communicate with | | | | 6) Why do they want to work with you and why do |
| them and they need to expertly craft your message | | | | they think it would be a good fit? Find out why they'd |
| and communicate that to the media. The following are | | | | be excited to work with you. You need to know that |
| a few topics to consider and questions to ask, when | | | | they are excited by the campaign and why. |
| interviewing a PR firm. | | | | These are just some questions to ask. I'm sure you'll |
| Questions to ask your potential PR firm: | | | | have others. Also keep in mind if it feels like a good fit. |
| 1) How long have they been in business and which | | | | You need to be able to communicate with you |
| media outlets have they placed stories in? | | | | representatives. You also need trusted advisors who |
| 2) How they would define a successful campaign. Get | | | | will tell you when they feel you're steering off base or |
| a sense of their mindset and how they view the | | | | making a wrong move. If you pick wisely, this could be |
| process. Discuss how you would define success and | | | | the start of a successful and profitable relationship. |
| see if there is a common thread. | | | | |