7 Steps To Hiring A PR Consultant
7 Steps To Hiring A PR Consultant
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!
7 Steps To Hiring A PR Consultant - To learn more about this author, visit Nelson Hudes's Website.
Like this article? Share it with your friends
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!
7 Steps To Hiring A PR Consultant - To learn more about this author, visit Nelson Hudes's Website.
Like this article? Share it with your friends
| |||
 |
No article feedback found. | ||
|
Leave Your Feedback | ||
|
|||
 Coaching, Counseling and Development
| |||
| Counseling is generally considered corrective discipline for serious performance deficits, and can often be avoided with the use of effective coaching techniques. Staff development is a long-term process that´s f... |
|||
|
The Need for Problem Solvers
| |||
| The need for business problem solvers is increasing daily. The need to reach out for help when problems occur is a natural occurance. |
|||
|
Business Plan Consultant
| |||
| Business Plan Consultant |
|||
|
Human Resources Consulting
| |||
| Whether it’s for education, training, or data management, handling legal affairs or drafting policies, human resources consulting can help organize your company so that it is better able to reach the next level of s... |
|||
|
Why You Should Work With a Franchise Consultant
| |||
| A franchise consultant will make your journey to become a successful franchisee smoother; he will help you to carry out all the necessary research works and also assist you in selecting the right franchising compan... |
|||
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
 Nelson Hudes (Visit Nelson's Website) Nelson Hudes is President Of Hudes Communications International, a PR firm that has had its clients featured in numerous media in the USA and Canada including ENTERPRISE MAGAZINE, INC MAGAZINE, THE NATIONAL ENQUIRER, as well as on CANADA AM, and THE CONAN O’BRIEN SHOW to name a few. Known as the PR Magician, Hudes has the uncanny ability to spin a story making it irresistible to editors and reporters. For more information on how Hudes Communications International can help your company obtain media exposure, visit www.hu descommunications.com or contact Nelson at nelson@hudescommunications.com or call (905) 660-9155
|  |
 |
|
|
 |
|
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
 |
 | ||
 |
||
 |
||
|
||
|
| ||
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 |
 Business Coaching Meditation Guide Make Attitude Your Ally Radical Green Business Universal Search |
|
 | ||
 |
Top 50 HR Blogs 2009
Top 50 HR Blogs 2009 | |
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
| ||
 |
|
|
|
|
||||||||||||||||||
 |
|
|
||||||||||||
