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7 Steps To Hiring A PR Consultant

Written by: Nelson Hudes

Article Overview: In past columns we've discussed the benefits of public relations to your business. We’ve focused on how PR can help grow your operation, and why it's such a cost-effective use of your company's dollars.

7 Steps To Hiring A PR Consultant

In past columns we've discussed the benefits of public relations to your business. We’ve focused on how PR can help grow your operation, and why it's such a cost-effective use of your company's dollars.

But what if you're overwhelmed with work already? Have no time in your already-cramped schedule to tackle public relations duties? The busier your organization, the easier it is to forget about public relations. Or, perhaps you are new in town and, as a result, don't have the media contacts required to launch a successful campaign?

Whatever the reason for your inability to tackle your own PR, rest assured there is talented help available locally to assist you and your organization. Who are these folks? They're independent PR consultants, as well as large and small PR agencies. And they're all eager to work with your organization to develop a PR campaign that can help grow your business.

But how do you go about selecting the right firm? How do you find a consultant that will be a good "fit" for your business? That's the topic of my column this time around.

I've created a simple PR Roadmap for you, offering seven things to keep in mind when you're hiring a PR firm or independent consultant. I've also tried to help explode some of the PR myths that could be stalling your relationship with a PR agency.

Rule #1: Size Doesn't Matter : Despite what you may have been told over the years, size does not matter (at least when it comes to public relations!). An independent PR consultant, running her own operation, is just as capable of getting your company's message into print or on television as a large agency. While a larger firm has the physical bodies needed to handle the administrative and telephone work of PR, a smaller firm can make up for a lack of staff with enthusiasm and focus. Choose the smartest, most experienced and most knowledgeable people -- not necessarily the largest firm. You won't regret the decision.

Rule #2: Is It A Good Fit? Do your prospective PR consultants outline a possible PR plan for you? Do they listen to your comments and your suggestions during the initial meeting? Do you get the sense that your organization's needs will be met by the firm or consultant you want to hire?

The people you hire need good listening skills. And they need to have a solid feel for your industry and an understanding of how the media work. They also need to know how your organization works. If they don’t value your opinions and react quickly to your needs, they’re not a good fit for your organization.

Rule #3: Always On Call: Your PR consultant works for you, not the other way around. That means nine to five arrangements are not acceptable. You should expect, and get, seven day a week service from any agency or consultant you hire. The problem with larger agencies is that they will rarely be able to offer you that type of arrangement - shop around for an agency or consultant who can offer you 24/7 service. Many larger agencies will woo you with one of their senior partners or top creative people, then assign a junior staff person to work directly with you. Beware the “bait and switch” approach!

Being able to pick up the telephone and call your PR consultant with a question or a comment, and have someone pick up at the other end, is invaluable to you. Clear, direct and regular communication is a very important part of the relationship you will build with your PR consultant or agency.

Rule #4: Where Art Thou Follow-Up? You may have heard about the PR agencies that launch a new campaign by sending out a flurry of press releases, then wait for the media to call them? That's pretty standard behavior across the industry. The problem with the approach is that it just doesn't work terribly well.

In order for a PR campaign to be successful there needs to be follow-up on the part of the consultant to ensure the media contacts (a) received the release and (b) are prepared to cover the story. That follow-up call is essential to the success of any PR campaign - it makes all the difference between no coverage and major coverage.

Rule #5: Regular Progress Reports : Most PR consultants provide regular status reports indicating who they've spoken with and the results of each contact. If you're not getting regular progress reports you're not getting the feedback you need from your PR consultant. Try and hold monthly meetings with your consultant to discuss the progress being made. That will be the ideal time to see what adjustments, if any, can be made to the PR campaign to insure its success.

Rule #6: Show Me The Press Hits! Any PR person you interview should come loaded down with a huge portfolio of press clippings; what we in the industry call "press hits." If there isn't a packed-to-the-rafters portfolio then something is wrong -- PR people love to show prospective clients what they've accomplished. Hire the person with the fattest portfolio - they've already demonstrated they have what it takes to get press coverage.

Rule #7: Passion Required : Any PR consultant worth her salt will be able to pick up the telephone and pitch your story to any media source on the planet. That's passion; the fervent desire to "get the story out there" and spread the word about your firm's product or service. What you really need is a PR bulldog, determined, focused and dedicated to the task at hand.

In addition to the 7 rules I've listed above, ask yourself one further question when you're in the process of selecting a PR firm or consultant: "Do I want this firm representing my organization?" The answer to that question will help you select the most professional, creative and enthusiastic PR agency or consultant for your needs. You'll be able to locate a firm that can really dig in and get you the media exposure you desire and deserve.

Good hunting!

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