What to look for when hiring a PR marketing firm

Here are some tips to consider when looking for a PR marketing firm to hire. While I have listed just 10, there are many more. As you review these you'll find that you won't know the answer to some of these questions until you have hired the firm and they start working for you.

That's why it is important that you ask these question in the initial interview. If you don't like the answers, that says something about the firm. If they give you the answer you want but prove otherwise, you can always bring it up later and as for accountability.

  1. Do they have a proven track in your industry category?
  2. Are they small enough to give you personalized service, yet experienced enough that they know what they are doing?
  3. Will they give you sufficient time and work for your PR marketing budget?
  4. Will the top people at the firm be involved in the day-to-day activities on your behalf?
  5. Are they accessible? Do they return calls/emails promptly and are they available for in-person meetings?
  6. Is the quality of their writing first-class? If not, you might be getting an intern working behind the scenes.
  7. Do they think strategically or do they simply knock out press releases?
  8. Do they charge for every expense to the point that the monthly fee increases dramatically?
  9. Is the chemistry right?
  10. Last, are they creative? Do they bring new, fresh ideas to the table, or is it the case of same old, same old?


Harvey Farr is founder and president of Farr Marketing Group (FMG), a Los Angeles public relations and marketing firm.  FMG specializes in issues and causes marketing and public relations and is known for its experience marketing non-profit organizations.  FMG also represents financial institutions, attorneys, law firms, accountancy firms, and labor organizations.

Areas of expertise and services include strategic planning, media relations, crisis communications, special eve...

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