When Hiring A PR Firm Think Small
When Hiring A PR Firm Think Small
Good PR pros can be invaluable in getting your story told in the media. And a positive story in the press can lead to increased sales.
But unfortunately, too often the PR agency / client relationship sours and falls apart before it has a chance to take hold. Why is this?
There are several reasons. Perhaps it was a mismatch between the PR firm and the client. The client needed certain expertise and the PR firm didn’t have it. Or maybe the PR firm did what too many of the larger firms do, which is “bait and switch”. This means when the firm is pitching the account, they bring in the experienced smooth talkers. But when it comes to doing the work, they relegate it to young, inexperienced assistant account executives while the people you first met are off pitching more business.
Most of all, PR agency / client relationships don’t work out because clients don’t feel they are getting value for the money they are spending. Hiring a large PR firm today can cost upwards of $10,000 a month, and that is not even the higher end firms.
That is why many companies are switching to hiring smaller PR operations. A small firm has minimal overhead and can often produce higher quality work for less money. This is because smaller firms are headed by experienced PR pros who usually have worked for the large firms. They have the experience, but not the overhead, and can therefore give their clients more effort and produce more results for less money.
When searching for a PR firm, make sure you know what you are paying for. Will you be paying for the time, experience and talent you need to accomplish your objectives, or will you be paying for the PR firm’s fancy offices and getting inexperienced personnel to represent you?
The smart companies, of course, go for the latter.
When Hiring A PR Firm Think Small - To learn more about this author, visit Harvey Farr's Website.
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Many companies opt for publicity instead of advertising because they believe that “publicity” is free, while they must pay for advertising. Well, the truth is that if you get a story about your company or organization on the evening news or in your local newspaper, you obviously don’t pay for the story. But what did it cost you to get that story if a PR professional helped place it for you?
Good PR pros can be invaluable in getting your story told in the media. And a positive story in the press can lead to increased sales.
But unfortunately, too often the PR agency / client relationship sours and falls apart before it has a chance to take hold. Why is this?
There are several reasons. Perhaps it was a mismatch between the PR firm and the client. The client needed certain expertise and the PR firm didn’t have it. Or maybe the PR firm did what too many of the larger firms do, which is “bait and switch”. This means when the firm is pitching the account, they bring in the experienced smooth talkers. But when it comes to doing the work, they relegate it to young, inexperienced assistant account executives while the people you first met are off pitching more business.
Most of all, PR agency / client relationships don’t work out because clients don’t feel they are getting value for the money they are spending. Hiring a large PR firm today can cost upwards of $10,000 a month, and that is not even the higher end firms.
That is why many companies are switching to hiring smaller PR operations. A small firm has minimal overhead and can often produce higher quality work for less money. This is because smaller firms are headed by experienced PR pros who usually have worked for the large firms. They have the experience, but not the overhead, and can therefore give their clients more effort and produce more results for less money.
When searching for a PR firm, make sure you know what you are paying for. Will you be paying for the time, experience and talent you need to accomplish your objectives, or will you be paying for the PR firm’s fancy offices and getting inexperienced personnel to represent you?
The smart companies, of course, go for the latter.
When Hiring A PR Firm Think Small - To learn more about this author, visit Harvey Farr's Website.
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 When Hiring A PR Firm Think Small
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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 |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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 Harvey Farr (Visit Harvey's Website) Harvey Farr started his career in public relations / marketing almost 30 years ago. He spent much of that time as senior vice president of Ruder Finn, an international public relations and marketing firm. At Ruder Finn, Mr. Farr represented such concerns as Mitsubishi Motors Corp., Nippon Telegraph & Telephone Co., The Academy Awards, CitiCorp, Union Bank, Executive Life Insurance Co. and many other national and international corporations. His areas of expertise include PR / marketing on behalf of the financial services industry, crisis communications (in conjuntion with law firms), nonprofit organizational campaigns, emerging companies and community relations programs. He is a sought-after speaker and currently offers workshops and seminars for companies seeking to provide employees with a better understanding of the public relations process. In addition to operating Farr Marketing Group, he also teaches advanced public relations at California State University, Los Angeles and the Center for Nonprofit Management.
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