Xpertblogs

Welcome to Part 2 of the series. If you are one of the hoards of businesses looking to gain national and local exposure for your company, products or services then you are probably facing the difficult decision of finding the right public relations firm. What can make this decision difficult is that there are so many different kinds of PR firms out there. Some are local, some national. Some retainer based, some project based. So how do you know which public relations firm will be the best fit for your business objectives?

In the previous part of the series, we shared the following 5 tips on choosing the right public relations firm: 1. Find a public relations firm that specializes in your industry. 2. Choose a public relations firm that specializes in your medium of choice 3. Request sample campaigns. 4. Find a pay-for-performance public relations firm. 5. Speak to the public relations firm’s clients.

Now let Marsha Friedman, CEO of Event Management Services Inc (EMSI), a national PR firm , share her final 5 tips on how to choose the RIGHT public relations firm to get your message the media coverage that you desire

6. Be confident in their skill in public relations . Before you complete a contract , make sure that you are convinced that the public relations firm will create, and execute, a successful campaign . Make sure to ask lots of questions, request copies of sample campaigns and then do a comprehensive review of all of the materials. “I would suggest that before you make your final decision you talk to owners and definitely request a proposal”, says Friedman, “ask the important questions. What media will they be using to get you exposure? How long the campaign will last? Do they have quantitative goals for the campaign? How long will it take to meet these goals? How the public relations firm answers these questions will ultimately determine the level of confidence you have in their ability to service your account.

7. Don’t limit yourself to public relations firms in your area. If you’re looking for regional or national exposure don’t limit your search to public relations firms that are located within your area . “Lots of clients think that the firm needs to be right around the corner so it is easily accessible for weekly meetings , “says Friedman. “But this is not how it works. In my 20 years of gaining local media attention for my clients, I have only had a face-to-face meetings with a small number . The reason for this is that it is not essential . All of a public relations firm’s work can be done via electronic mediums which is a far more efficient, and time saving, way to work.” If your goal is to attain national media attention, find a public relations firm that specializes pitching to the national media. A national media public relations firm’s experience level is what is important, not where they are located. If your goal is to gain local media attention, this is when it is a good idea to look for a local firm. Friedman says “As they are in the middle of the market you are after, their contacts and knowledge will be far more effective than that of a national public relations firm.”

8. Become familiar with your Campaign Manager. There is one person in particular who plays a vital role in driving the success of at the public relations firm: your Campaign Manager. When deciding if you are going to go with a PR firm it is vital to meet your Campaign Manager. . Find out what their experience level is and how long they have been with the public relations firm. “A great nugget of information is that many Campaign Managers are rookies straight out of college,” says Friedman. “Even more frightening is that many national and local public relations firms hire interns to handle the client accounts that are not at the ‘top of their list.’ ” If you don’t investigate the qualifications of your Campaign Manager, then how can you be confident that your campaign will be handled by a professional?

9. Find a public relations firm that believes in you . The best type of public relations firm is one that not only understands your message but also has lots of enthusiasm for your topic. Friedman says, “If you find a public relations firm like this, their enthusiasm for your message will show in the work that they do. The pitches and press releases will be more creative and their communications to the media will be attention grabbing and clear.” In order for a public relations firm to successfully work for you, they need to understand your passion and be able to translate it into something that will be of interest to the masses. It can be quite costly if they misunderstand your point.”

10. Trust your instincts . Friedman says, “My final tip to choosing the right public relations firm has everything to do with your instincts ‘. When you are in the process of deciding if a public relations firm is a right fit for your needs it is inevitable that you will have strong views about their work and approach. I would advise that even if everything looks fantastic on paper, or in a snazzy presentation, if you have absolutely any reservations think twice about choosing the firm.” instincts tend to be accurate, so if something seems a little off in any way, be weary of signing the contract . There is nothing worse then finding out your gut feelings were right when it is too late!

There you have it ! The final five tips on how to choose the right public relations firm for you! If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha would love to help. Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a public relations expert Marsha Friedman has the ability to get the media attention that you desire without breaking your budget with costly monthly retainers .

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook “How to Be a Great Talk Radio Guest” visit http://www.emsincorporated.com.

- Marsha Friedman