How to Choose a PR Firm
How to Choose a PR Firm
2. Ask to see copies of their last three releases. There are a lot of press release distribution websites out there that offer to write a release for you as part of their service. But take a look at their last three issued releases to see how much personal time and attention their clients get. For very cheap distribution services, they probably just plug in the company name and a few key details into a standard release format. As you know, this type of release is very unlikely to get any attention.
3. Ask where they’ve been picked up. It can be hard for an untrained eye to look at a release and tell what its chances are of getting picked up for an article, so ask what media outlets have carried stories that their writers have written. This will give you a good sense of the talent you’re looking at hiring and will be indicative of your chances of PR success.
How to Choose a PR Firm - To learn more about this author, visit Sarah Waffle's Website.
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1. Ask about their typical successful placement rate in targeted media outlets. Make sure that they aren’t quoting you random websites that pick up their release just because it’s on PRNewswire. A lot of websites run a “new news” section that carries every release that comes across the wire, but I’m sure you don’t care if a bass fishing website carries a release on your product – not exactly your target audience.
2. Ask to see copies of their last three releases. There are a lot of press release distribution websites out there that offer to write a release for you as part of their service. But take a look at their last three issued releases to see how much personal time and attention their clients get. For very cheap distribution services, they probably just plug in the company name and a few key details into a standard release format. As you know, this type of release is very unlikely to get any attention.
3. Ask where they’ve been picked up. It can be hard for an untrained eye to look at a release and tell what its chances are of getting picked up for an article, so ask what media outlets have carried stories that their writers have written. This will give you a good sense of the talent you’re looking at hiring and will be indicative of your chances of PR success.
How to Choose a PR Firm - To learn more about this author, visit Sarah Waffle's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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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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