photo © 2008 Jerry Silfwer | more info (via: Wylio)
Gini Dietrich from Arment Dietrich recently blogged about Hiring a PR Firm. In her post, she shared a series of questions that Business Owners, Directors of Marketing and Product Managers should ask prior to engaging a PR Firm.
Questions to Ask a PR Firm
Her list had these questions:
- Do they have experience in your industry?
- Do they have experience doing what you think you’d like (i.e. social media, events, crisis, speaking engagements, traditional media, email marketing, etc.)?
- Can they do more than “get you in the news”?
- Do they do their own PR?
- Google the leaders; do they have a strong online presence?
- Do they open their doors and windows and let their clients in by demonstrating their culture from the bottom up?
- Do other writers and bloggers cover their leaders and the firm (which shows they’re well-respected by their peers)?
- Are they willing to give you a reference of a client who fired them?
- When you meet with them, do they talk about the tactics (i.e. social media, events, crisis, etc.) or do they talk about your business with you?
- Do they talk only about social media or do they talk about strategy and how the new tools fit into (or don’t) your business goals?
- Do they discuss your marketing efforts in order to help you understand how to integrate PR into the overall strategy?
- Are they process-oriented or results-oriented?
- Are they asking the right questions about your business goals?
- Do they have specific metrics that are tied to your business growth goals?
- Can they demonstrate where their efforts have helped another client reach their business goals?
- Do you get to meet everyone you’ll be working with, including the interns and subcontractors?
- Do you like them?
Vet your Public Relations firm to ensure a good fit. Establish the metrics and expectations at the beginning of the relationship.
Those are the ideas. Your turn. Please comment below.
1. What has been your experience working with PR Firms?
2. What other questions would you add to the list?
3. How can we improve our working relationship with our PR firms?