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How to Pick a PR Firm

Written by: Jeremy Toeman

Article Overview: As the Internet and self-publishing tools have flourished and caused massive ripples to the journalism industry, the next wave of the ripple is hitting PR firms. During this transition, the number of journalists went from few to many. At the same time, the number of companies & new products needing media coverage went from few to many. And this has happened quite rapidly, so the industry as a whole has not had a chance to catch up.

How to Pick a PR Firm

As the Internet and self-publishing tools have flourished and caused massive ripples to the journalism industry, the next wave of the ripple is hitting PR firms. During this transition, the number of journalists went from few to many. At the same time, the number of companies & new products needing media coverage went from few to many. And this has happened quite rapidly, so the industry as a whole has not had a chance to catch up.

It is my opinion that many PR firms will begin to suffer as a result. The needs of the times are no longer met by “old-school” PR methods, and few firms have enough internal talent to recognize the changing needs. This is natural and normal of any evolving industry. Even now, at the end of 2008, few PR firms truly recognize “the bloggers” and most are barely scratching the surface of “social media” as a means of communication (but of course it’s in their pitches to win new business).

What surprises me the most is the number of companies who still hire these firms. If you are in need of a PR firm, either for the first time or in order to replace an existing one, I’ve put together a handy little comparison chart you can use to help make your decision.

Activity What “bad” firms do… What “good” firms do…
Building target media list Purchase lists from big databases Build lists by researching topics
Finding contact information Purchase lists from big databases Check blogs/sites for preferred contact methods
First engagement w reporters Press release Personalized introduction
Exclusives Use them with “top tier” publications Never use them
Selecting clients Take anyone willing to pay Pick companies whose products/technologies are a good fit
Press release structure Traditional, all-text Incorporates links, and possibly photos/videos
Approach bloggers Top-tier only All tiers
Outreach Mass-blast of content Custom-tailored to the individual, using email, IM, twitter, etc
Report coverage to clients Every single mention of the content, including republished press releases Actual coverage
Follow-up policy Numerous follow-ups, regardless of response Extremely limited follow-ups, based on relationship/comfort level; solicit feedback on interest for future stories
Embargoes Used for everything Used extremely conservatively/focused
Definition of “relationship” Has ever interacted before Has met; joked with; discussed topics; played video games; drank a beer; etc
Specialization None Specialize based on narrow verticals.

Consider these as baseline criteria for picking your next PR firm (or judging the one you have currently). Of course there are many other aspects that go into any service relationship including budgeting, team/personality fits, area of expertise, etc. But you should know before you even start the relationship whether, as the ad goes, your salsa is made in New York City… or in San Antonio by folks who know what salsa is supposed to taste like.

Related Articles
  Why So Many PR Consultants Fail
  Why Hire a Public Relations Firm
  How to Pick the Right PR Firm for Your Company
  Working With Your Media Relations Firm Realistic Expectations and Avoiding Misconceptions
  Choosing the Right PR Firm For You

Article Tags: comparison chart, conten, first engagement, information purchase, journalism industry, means of communication, media coverage, next wave, old school, pitches, pr firm, pr firms, publishing tools, ripple, ripples, school pr, scratching the surface, self publishing, target media, tiers



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