Looking for a Public Relations Agent
Public relations agents can potentially do a lot for your business. They can assist in establishing your credibility in the marketplace and/or in scoring you much needed media attention. Finding a PR firm that is right for you will require a little due diligence on your part. Start by evaluating their “placement” track record. Placements refers to the types of press mentions PR agents are able to get clients. You want to not only look at the number of successful placements they have made, but also at the type, namely sound-bites, articles, or quotes.
Next, review past press releases prepared for other companies to see how well they did at packaging and presenting that company to the public. Press releases should be well-written, informative and interesting. It is important to meet the person who will be handling your account. Are they friendly, professional, well-spoken and persistent in following up? This individual will be “pitching” your story to the media and therefore must project a good image while being aggressive in following up.
Finally, look for enthusiasm. Your PR agent has to be excited about not only what they are doing, but about your product or service as well. If they aren’t, chances are this will convey itself to the press and you will lose a great opportunity to gain a little exposure.
Source: “Drum Up Publicity”, Mie- Yun Lee and BuyerZone.com, Entrepreneur, April 15, 2002
http://www.entrepreneur.com/marketing/publicrelations/article50976.html
