Choosing the Right PR Firm For You

Yesterday, we discussed the importance of doing Public Relations instead of just thinking about it. A proactive and continuous approach to public relations is the most effective way of maximizing your organization’s communication.

Assuming you are ready to take the leap onto the Public Relations bandwagon, here are some important things to take into consideration when choosing the right PR firm for you:

1. Your PR goal: Do you need PR to do up a crisis plan, or to get you through a crisis? How about to integrate your communications and engage key stakeholders. Will you need PR advice daily, weekly, or erratically? All of these things factor into your choice of a PR agency. Don’t know the answer to these questions? A PR firm will gladly help you understand your PR needs!

2. Location, Location, Location: As we have discussed before, physical proximity is becoming increasingly irrelevant in our globalized world. More important is a PR firm’s knowledge of your geographic, demographic and social markets. As many organizations have many such markets, it is advisable to choose a firm with a wide variety of knowledge and expertise.

3. Expertise: Speaking of expertise, it is obviously important to pick a firm that knows what you and your competitors do. Your best bet here is a boutique PR firm with expertise not only in your field, but in many other fields applicable to what you do. A wide knowledge and expertise base demonstrates the creativity you want applied to your company.

4. Reputation: Your PR firm is looking to work for you. Like any new employee, references and reputation demonstrate value. Don’t be afraid to ask around. If a firm is worth it they will have nothing to hide!

5. Basis in media: Although the world of social media is changing media as we know it, traditional media isn’t going anywhere. A PR firm should have a strong basis in media, with contacts and media savvy.

Kathryn Kates Public Relations is a boutique PR firm specializing in traditional public relations, corporate photography and media relations training. We employ staff with a variety of specialties so as to diversify our collective expertise. We invite you to visit our website or to follow us on Facebook. We would love to hear from you.