How to Find, Evaluate & Hire a Public Relations Firm

How to Find, Evaluate & Hire a Public Relations Firm (PR Firm):

Much is written about the process of hiring a public relations firm (pr firm). The hiring process itself is relatively easy - with a handful of finalists, you define the requirements, outline fees for services, establish legal terms and conditions, etc. The challenge however is not hiring, but finding qualified candidates.

If one accepts the premise that every client wants the very best public relations firm (pr firm) they can afford, then the task begins by defining precisely what the client needs and wants in a firm. The client can begin with a clean sheet of paper to define such attributes, or take advantage of existing attribute "menus" which can be found at appropriate Internet web sites.

If you accept the fact there are more than 9,000 public relations firms (pr firms) in the US alone, then it is imperative that each client immediately cut that list substantially. If such "cuts" were to be attempted based on services desired (investor relations, labor relations, media relations, etc.), little reduction would be seen in the original 9,000 count until the list of services had grown considerably.

When clients are asked to identify some of the most critical public relations firm (pr firm) attributes, previous experience in category is generally high on everyone's list. Meaning, clients want to speak with public relations firms that have previous or existing experience in their business category. With tremendous pressures to see some form of immediate reaction, few clients are willing to take the time, or make the investment, to have the new public relations firm (pr firm) become educated on their nickel.

The identification process begins by finding public relations firms (pr firms) with experience in your business. Then it makes sense to screen them further, looking for those that are able to provide the services you want and need. Define and refine your list even further. Seek those that have experience messaging the merits of goods or services to your market. If that means "senior citizens," then make that a condition. If geography or location is important, define that as well. Overall experience (years in business), size (generally staffing rather than income) plays a role, and in some cases, membership in specific associations will add value.