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Public Relations Consultant

Written by: Susan Lane

Article Overview: As entrepreneurs, we all like our numbers, don’t we? We like to know how many products we’re selling and how many we’re not. We like to know which employees are doing the selling, and which are turning out to be bad hires. And, most importantly, we like to know how much we’re profiting and how much we’re losing. But there is one decision we have to make that seems almost impossible to quantify. That is, how much is my public relations consultant actually helping me versus costing me?

Public Relations Consultant

As entrepreneurs, we all like our numbers, don’t we? We like to know how many products we’re selling and how many we’re not. We like to know which employees are doing the selling, and which are turning out to be bad hires. And, most importantly, we like to know how much we’re profiting and how much we’re losing. But there is one decision we have to make that seems almost impossible to quantify. That is, how much is my public relations consultant actually helping me versus costing me?

We see them doing things, keeping busy, checking in with us every so often, but how do we really know what these people are bringing to our businesses? Well, there are a number of things you should be on the lookout for in order to make sure you aren’t losing money where you should be making it.

First of all, are you being offered more excuses than results? Are you being sent one-line emails about busy schedules instead of field reports about what they’ve been doing for you? Are they showing you all the press releases they’ve written for you, but no articles that have been published as a result? You need to be focused on results. If they’re not bringing them in for you, it’s time to let them go. Some steps might take time to show their worth, so don’t be too impatient in your decision. But, if they’re refusing to report back to you, then chances are there is nothing to report.

Second of all, you need to make sure that your public relations consultant is not the newbie at the company. Many companies will have their most senior executives reel you in, making you think that they’ll be the ones managing your account. In reality, however, as soon as you’ve signed on the dotted line, they’ll pass your company onto the newest recruit and use you as their guinea pig. The firm itself might have decades of experience, but with your account now in the hands of someone fresh on the scene, how much will you be able to expect? Ensure that the person you agree to work with is the one you actually will be.

Finally, you want to find a firm that is focused. The way to get media coverage is not to send out 15 press releases every day, but rather to keep a simple and strategic approach. They should be targeting your top contacts, not going through the Yellow Pages under ‘Media’. They should also be sticking to what they do best, and what you need most. See if some of the tasks you’re giving them could be better performed by a department within your own company.

Finding a good public relations consultant is no difficult task. But, finding one that matches your needs and the needs of your company is much harder. Results might take a while to show themselves, but make sure they do, and that in the end, you are getting your moneys’ worth.

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