PR Firm

A PR firm can help you create or improve your company image. It is a common misconception that only large companies who are always in the public eye need the services that public relations firms can provide. No matter the size of your company, from just one person to thousands, you need to have either a PR specialist on the payroll or avail yourself of the many public relations firms that can offer personalized service.

What is public relations? Public relations are the activities and policies that a company or an individual uses to create public interest in a person, idea, product, service, or business, whether public or private. Public relations is the business of presenting a particular interest in its most favorable light. Publicity and public relations are two different things that work hand in hand to create a positive image.

What are some of the things top PR firms offer their clients?

• Create a press kit
• Plan company events
• Create interest in your event and plan for press coverage
• Create and distribute press releases
• Gain positive exposure through articles, events, philanthropic activities and more
• Manage media contacts
• Launch companies

The strategic use of PR can add $4 to every $1 spent according to Amy Bermar, president of Corporate Ink . Top PR firms should be able to create that kind of ROI for you but choosing the right firm is the key.

How do you find the right firm to handle your PR? Search firms that have outstanding credentials and references. Look for PR firms that are familiar with your industry. Don't discount a local firm or a smaller firm. They can give you the personal attention larger firms or national firms might not be able to offer. Consider the following tips on finding the right public relations firm.

• Search for a firm like you would a shoe. Flashy and glitzy shoes that you can't wear for longer than an hour won't do the job. Look for a good fit-comfortable, classic, and current. They need to know you, your industry, and understand your goals.
• Get quotes based on a project. Don't work on retainer until you can evaluate the results from your first project. Be wary of PR firms that offer 'guaranteed results.' No one can predict media coverage or specific outcomes.
• Define your desired outcome and measure results. Communicate this right from the get go. Get a target date set. If there is a communication problem keep looking.
• Ask how and what kind of progress reports you will receive.
• Allow enough time to choose well. It will make all the difference in the long run.

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