| An organization's reputation, branding, profitability, | | | | at the beginning of a publicity campaign. This near real |
| growth, and future success depend on how | | | | time feedback helps provide the necessary information |
| effectively they reach and motivate their targeted | | | | required by professionals to effectively manage a |
| audiences. Public relations specialists are | | | | campaign while maximizing impact and ROI (Return on |
| communication and media professionals acting as | | | | Investment). |
| advocates for businesses, hospitals, medical | | | | Another popular publicity tool is "article submission". As |
| professionals, corporations, universities, nonprofit | | | | with the Press Release, there are also good sources |
| associations and other organizations. Their specialty is | | | | for targeted and syndicated Article Submission on the |
| building and promoting positive relationships with | | | | Internet such as GoArticles ( These articles are often |
| targeted audiences for their client's. | | | | picked up by other websites generating valuable links |
| Entrepreneurs, professional service providers, small | | | | and targeted traffic to a client's website. |
| business owners and business managers are | | | | Selecting a Public Relations Firm |
| increasingly looking to Public Relations Specialists for | | | | When choosing a PR Firm an organization is selecting |
| assistance with strategic planning. | | | | the professionals who will be molding its image for |
| What does a Public Relations Specialist do? | | | | clients and customers, the public and for the media. |
| PR Professionals or firms handling publicity for | | | | Image is reality in many societies, this decision can |
| individuals or small organizations often deal with all | | | | have far-reaching effects. |
| aspects of the job. They are in involved in making and | | | | Here are some suggestions on how to select a PR |
| maintaining contacts and relationships, strategizing and | | | | Firm: |
| planning, and preparation of promotional materials. They | | | | 1. Determine your most important PR needs. For |
| either manage or are directly involved in advertising or | | | | Example; Are you launching a new product or service? |
| sales promotional work in support of marketing. | | | | Are you in a crisis management situation? Do you |
| Depending on the organization's needs, PR Specialists | | | | need to establish a relationship with investors? |
| are involved with the following: | | | | 2. Determine how long you will need the PR services if |
| - Media relations | | | | possible. Is it a long term or even permanent goal such |
| - Press Releases | | | | as establishing and maintaining a relationship with |
| - Press Conferences | | | | investors, or is it a short term project such as |
| - Speaking Engagements | | | | promoting a break-through surgical procedure? |
| - Media Tours | | | | Remember most PR Firms will ask for at least a 6 |
| - Marketing | | | | month commitment in order to become established |
| - Advertising | | | | and demonstrate affectivity. |
| - Interview Preparation and Coaching | | | | 3. Research PR Firms. Ask colleagues and business |
| - Governmental Relations | | | | acquaintances? O'Dwyer's Directory is a good Internet |
| - Employee Relations | | | | resource. If you are looking for someone local, specify |
| - Investor Relations | | | | the geographical region in your Internet search. Many |
| - Reputation Management | | | | PR Firms and Individuals specialize. When doing Internet |
| - Crisis Management & Communications | | | | research on PR Firms, some may have "Case |
| The Public Relations Process | | | | Studies" which reveal details about strategic |
| There are a number of widely accepted "Public | | | | successes. |
| Relations Process Models". One of the more popular is | | | | 4. Conduct phone interviews with the person who |
| the process model by Sheila C. Crifasi (2000) which | | | | would be handling the account if you were to select |
| uses the acronym "ROSIE" to define a five-step | | | | that agency. Strongly consider similar experience and |
| process of "Research, Objectives, Strategies, | | | | personal or corporate compatibility throughout the |
| Implementation and Evaluation." | | | | phone and in face to face interviews. |
| As with just about any professional service, the | | | | 5. Ask for and check references. Most PR Firms have |
| project starts with some due-diligence and analysis. | | | | an on-line presence which usually sports a client list. |
| Objectives are defined along with the strategies to | | | | New or Small Firms will often be less expensive than |
| achieve those goals. Media tools are selected and | | | | larger firms have more resources to throw at a large |
| prepared at this stage. Implementation includes | | | | project with time constraints. Smaller firms tend to |
| materials preparation and release. Program success or | | | | specialize and may know your business very well. |
| failure is determined in the Evaluation stage. | | | | 6. Conduct meetings with the prospective candidates |
| In recent years the Internet has greatly contributed to | | | | and present your program requirements. Look for |
| the selection and accessibility of media tools with real | | | | genuine interest and healthy idea generation. Larger |
| time feedback. These tools are highly prized by | | | | Firms may send an account representative to a |
| marketing and public relations professionals because | | | | meeting. Ask to meet with the PR specialist who will |
| they provide immediate information on a program's | | | | actually be doing the work, especially if long term |
| effectiveness. | | | | compatibility is important. |
| The principal instrument for most publicity campaigns is | | | | The Escalating Demand for Corporate Accountability |
| the "press release", which provides the mass media | | | | The need for professional public relations in an |
| with the raw material and background for a news | | | | increasingly competitive business environment is igniting |
| story. There are several on-line Press Release | | | | demand for Public Relations Specialists by businesses, |
| Agencies with targeted syndicated feeds to | | | | organizations and institutions of all sizes. The value of a |
| thousands of journalists world wide, such as PRWeb ( | | | | company is measured by its balance sheet, but |
| The better on-line Press Agents provide the original | | | | continued success is determined by the quality of its |
| publicist with continual "real time" feedback, including | | | | public visibility. |
| how many journalists have read the News Release. | | | | The escalating public, investor and governmental |
| The client organization's website statistics is another | | | | demand for corporate accountability will continue to |
| valuable online analytical tool is. Most website hosting | | | | place emphasis on building public confidence and |
| companies provide options for access to a detailed | | | | favorable client image, which are best managed by |
| statistical tool such as WebTrends ( Statistics are | | | | Public Relations Professionals. |
| updated on a daily basis allowing trends to be spotted | | | | |