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Checklist for Choosing a PR Agency or Consultant

Companies sign on with public relations agencies for a variety of reasons. You might use an outside firm to increase customer and investor awareness, launch a new product, or build your corporate image. Whatever your reasons, before you select a PR firm, you've got to do some legwork.

Agencies do a lot more than tell your story to the press — they can write speeches, find statistics, create newsletters, and handle crisis control. You have to know what to expect from any firm before you consider picking one.

Here are four logistic issues to consider before you choose an agency:

1. Money
   Would it be cheaper to hire someone in-house?
2. Proximity
   Do you need an agency that is located near your own business? How often will you need to meet in person?
3. Expertise
   Do you need an agency that specializes in your industry, or one that serves growing businesses?
4. Experience
   How long has the agency been in business? How much repeat business does it earn?

WHAT ARE THE KEY ELEMENTS VITAL OF CHOOSING A PR AGENCY OR CONSULTANT?

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